O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

Marketing político e mídias sociais: as estratégias utilizadas no facebook e twitter de Cássio Cunha Lima PSDB/PB, nas eleições de 2014

This dissertation aims to analyze and understand the process and practices of political marketing strategies applied to social media facebook and twitter Cássio Cunha Lima - PSDB candidate for governor of Paraíba, in the 2014 elections The work is divided into three parts . The first two chapters, both of theoretical nature, underlie the discussion about the use of the Internet as a campaign space and political marketing campaign as well as the different communication strategies and electoral marketing already presented in the literature. Following, is dedicated to a topic for the presentation of the methodology and subsequently makes the discussion of empirical data analysis. Finally, we present the conclusions. The analysis takes as its starting point the models Figueiredo et al. (1998) and Albuquerque (1999) to observe the traditional strategies and suggests the inclusion of typically recorded on the Internet strategies. The methodology used for the analysis was the qualitative and quantitative content from variables that we list different campaign strategies. In order to achieve the purpose of this research, we conducted a case study as an analytical object online campaign Cássio Cunha Lima. The case study took place from the construction of a candidate's biographical and political profile, presented and discussed in the text. This research also made use of virtual ethnography. Therefore, were monitored social media facebook and twitter that political, with the help of image capture program - Greenshot by creating pre-defined categories of analysis, for example, calendar, prestige and support, negative campaign , engagement, among others. The period chosen for monitoring the candidate's official profiles was from 24 August to 28 October 2014, because it holds the pre, during and post-election where there was greater candidate drive level and his team marketing in social media selected for analysis. The results indicate that mobilization strategy (online and offline), merged with the promotion schedule, it is predominant in the social media Cassio. They also indicate that they do not show the failure of the campaign of the candidate in 2014.

O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

A cultura organizacional influenciando o comportamento do capital humano na biblioteca universitária

DUARTE, E. N. ; CARVALHO, Andréa Vasconcelos ; PINHEIRO, E. G. ; CARVALHO, Luciana Moreira ; NOGUEIRA, N. M. F. . A cultura organizacional influenciando o comportamento do capital humano na biblioteca universitária. Informação & Sociedade. Estudos, João Pessoa - PB, v. 10, n. 2, p. 190-210, 2000

Fatores que afetam a competitividade do queijo artesanal: um estudo exploratório no Seridó/RN

This article presents a study on the research of the factors that affect the competitiveness of cheese produced in a craft in the Seridó of Rio Grande do Norte in the perception of rural producers. His theory is based on factors of competitiveness and definitions of craft production. This research was performed in the important area of production and marketing of cheeses from the state. The methodology used was exploratory research descriptive type survey. The research field of 213 returned questionnaires validated. those interviewed were rural producers of artisanal cheese, with properties distributed in the districts located in the region. The results showed the production of artisanal cheese in Seridó / RN's main points of difficulty to compete: the great marketing in the informality, workforce has low skills and education, has little technical assistance, low acceptance by technological innovations and absence of integration between producers which creates low productivity and qualification of the production chain

ISE-SPL: Uma abordagem baseada em linha de produtos de software aplicada à geração automática de sistemas para educação médica na plataforma E-learning

E-learning, which refers to the use of Internet-related technologies to improve knowledge and learning, has emerged as a complementary form of education, bringing advantages such as increased accessibility to information, personalized learning, democratization of education and ease of update, distribution and standardization of the content. In this sense, this paper aims to develop a tool, named ISE-SPL, whose purpose is the automatic generation of E-learning systems for medical education, making use of concepts of Software Product Lines. It consists of an innovative methodology for medical education that aims to assist professors of healthcare in their teaching through the use of educational technologies, all based on computing applied to healthcare (Informatics in Health). The tests performed to validate the ISE-SPL were divided into two stages: the first was made by using a software analysis tool similar to ISE-SPL, called SPLOT and the second was performed through usability questionnaires to healthcare professors who used ISESPL. Both tests showed positive results, proving it to be an efficient tool for generation of E-learning software and useful for professors in healthcare

Entre a fé, a obra social e a publicidade: uma análise crítica do discurso da responsabilidade social da Igreja Universal do Reino de Deus

Situated on Applied Linguistics (PENNYCOOK, 1998; MOITA LOPES, 2003, 2006, 2008, 2009), this thesis, which is inscribed in a qualitative-interpretative approach of a critical analysis perspective , lies on the speech of social responsibility and the way like that is employed in seeking for legitimacy and prestige within the neopentecostal brazilian religious field, more specifically of the Universal Church of the Kingdom of God. The general goal of this research is t reflect upon the speech on social responsibility and the rethoric of selfpromotion of the Universal Church through the role of social actors in the making of his her identities, materialized in the newspaper Folha Universal. In order to achieve that, we have conjugated, in this research, social and discursive analysis. On the linguistic-discursive approach, the research is based on the Critical Analysis of Discourse (ACD), specially in Fairclough (2001, 2003, 2006), a proposal that provides theoretical-methodological tools to investigate the language beyond the linguistic structures , that is, the discourse, social practices in which it occurs and more ample structures. Theoretical assumptions were also used of Sistemico-Functional Linguistics(LSF), matching with categories of the Transitivity System of Halliday (1994, 2004), of the forms of representation of social actors in the socioeconomic perspective by Van Leeuwen (1997, 2008) and of the Appraisal system by Martin and White (2005). As we develop the argumentation on thesobre social role of religion in this thesis, we make use of the authors such as Freston (1994), Oro (1997, 2003), Campos (1996, 1999), Mariano (1999), Meneses (2008), among several ones. We have also used a series of concepts and categories coming from the field of communication and marketing on the business social responsability and social marketing . In this area, we take as references the contributions of Bueno (2003), Fossá and Sartoretto (2003) and Zenone (2006). The corpus of the work is framed by news taken at the newspaper Folha Universal, in which are given the social responsibility actions of the church . The timeframe used was on the editions of 2010 thru 2012. Results found at he analysis of the News lead to semantic features of Assessment of Affection, Judgment and Appreciation, many times followed by Gradation, and the Attribution, one of the subsystems of the Attachment, are evidence of positive assessments for the Universal Church and its agents and make up rethorical elements which provide structure for the discourse of the Universal Church at the newspaper Folha Universal consisted of its image (style) of social responsibility . Results show that the most frequente social actors of the discourse are, on one hand, the Universal Church itself and its volunteers, famous (actors, actresses, presenters), politicians and authorities, on the other hand, the population which was helped by the Church social projects . The first group seems to be Always activated, however the second one, most of the time rather passive. These are also represented by assimilation in most of the occurrences, however the other ones by individualization and nomination entitled by honorification, except for the volunteers that are represented either as an individual, or as a group

PET-saúde na percepção de estudantes: contribuições para a formação na área de saúde

This dissertation aimed to analyze the perception of students about (EPW Health) Education Program at Work for Health Training in the area of Health. It discusses the proposed theme from the perception of students graduating from the EPW- Health courses participants (dentistry, medicine, physiotherapy, nursing, nutrition, physical education) who have developed their school activities in family health units in the city of João Pessoa between 2009/2011.The program aims policies curricular changes as a potential route of contributions to training in healthcare. Attention is drawn to the new possibilities of working health training contextualized, ethically grounded, socially endorsed. It is pointed out in this process the need to adapt to the demands of professional profiles of SUS (Sistema Único de Saúde). This is an exploratory, descriptive study within a qualitative approach, conducted in the city of João Pessoa in the context of health care courses at the Federal University of Paraiba. The empirical material of this study was treated by the use of technical analysis "Categorical Content Theme" by Bardin. The results indicate prospects for promoting new practices and curricular changes, which highlights the EPW- Health, which has been presenting important experiences in teaching -community -service- with the inclusion of students in the municipal health network. We conclude that the path from collection to data analysis, corroborated with the literature to reaffirm the importance and urgency of change in educational processes with a view to greater proximity to the health needs and the SUS. The EPW- Health project is incipient and requires further investigation in terms of effective interdisciplinary and multidisciplinary character of its proposal

Processo de trabalho em saúde: uma análise das condições de trabalho dos assistentes sociais no âmbito hospitalar

This paper presents the survey results: PROCEDURE FOR WORK IN HEALTH: an analysis of working conditions of social workers in hospitals. Analyzes the inclusion of social workers in work processes in healthcare, specifically in the public hospital, from the objective conditions of work, according to which materializes professional action. The aim is to understand them from the point of view of its relationship with users and other health professionals through the privatization of health, which prevents the Unified Health System (SUS), limiting the operation of the services and the guarantee of rights. The approach to the reality studied was through theoretical and methodological procedures based on the qualitative and quantitative research, focusing on documentary research, observation, semi-structured interview and the theoretical foundation. It is observed that the inclusion of social workers in this context arises from the demands derived from expressions of social issues, "raw material" of professional work, and the gaps resulting from contradictions in the process of rationalization / reorganization of the SUS, meaning that the needs the population are confronted with the content and form of organization of services. At the hospital, the professional actions are developed through the shift, space contradictory clash between the collective and individual, in which individual activities are prioritized and ad hoc unplanned and reduced to the solution of "problems" of users, through actions assistance in an emergency and bureaucratic. These findings emphasize the inadequacy of space and lack of minimum conditions of service to users, which undertakes the professional with regard to ethical and political principles of the profession, since it is the responsibility and duty of the social guarantee the secrecy and privacy of users what is revealed during the process of professional intervention. The professional social workers is permeated by the diversity of skills and competence; lack of planning activities, by incorporating the institutional discourse at the expense of professional goals, by knowing the Code of Professional Ethics, for small number of professionals, the increasing number informality; by poor working conditions and wages; by discouraging research and participation in social policy councils, as well as professional training

A reprodução do espaço da pequena produção rural familiar em Canguaretama/RN

This study aimed to explore the process of reproduction of space from the small family farm production in the municipality of Canguaretama, specifically focused on foodstuffs of plant origin, seeking to understand the changes in agrarian space canguaretamense and its impact on small family farms the last 35 years. Since colonization, during the seventeenth century, the production of space agrarian Canguaretama was founded under a structure based on large ownership and cultivation of cane sugar. Secondly, it was being built a small space reserved for food production to meet both the consumption of property, but also for local marketing. In the centuries following the changes in the capitalist system imposed a new dynamic for small food production, mostly in the early twentieth century, with processing plants and mills in the area extending toward the cultivation of sugarcane. In the second half of that century, mainly in the 1980s, the cultivation of cane sugar was encouraged to produce alcohol, which led to a further expansion of sugar cane toward the areas targeted for the production of foodstuffs. Currently, the framework of small food production differs little from the period of colonization in relation to the difficulties faced by this segment of agriculture. Thus, we have a reality based on socio-spatial inequality, and the near absence of the Government, which requires urgent implementation of public policies for the production and organization of small producers into associations or cooperatives to improve the productivity and hence in their standards of living and their families

Ser cuidador de paciente com acidente vascular cerebral: histórias não contadas

The present study aimed to understand the experience of being a family caregiver of a patient with Cerebrovascular Accident (CVA). The relevance of the study is to prove existence of a large number of caregivers of incapacitated patients, due to the CVA and it is not an academic research object, according to the literature. It is a qualitative research, which the guiding principle is the oral history of life, according to the theoretical foundation and operating of Meihy. Therefore, the following steps were highlighted: the target community, composed of all family caregivers of CVA patients; the colony, composed by family caregivers of CVA patients assisted by Home Care Service (HCS) of the Hospital José Pedro Bezerra (HJPB), in the city of Natal/RN; the network was composed of six caregivers who met the criteria for inclusion, and as zero point the first volunteer group. The population was composed of all family caregivers of patients attended by the HCS, of the HJPB having been addressed through interviews. For the empirical research there was the consent of that institution and approval by the Ethics Committee in Research of the Federal University of Rio Grande do Norte as CAAE 24569413.0.0000.5537 and, above all, with the acquiescence of employees in participating in the investigation, signing an informed consent. Of the empirical material, five categories of analysis were identified: the sense of being a caregiver; what has changed in the life of the caregiver; the feelings emerge in the relationship of care; the distance from family and friends; difficulties faced by the caregiver. The results show that the caregiver's life goes through profound transformations within the family as well as in all spheres of life. For the caregivers, assuming the care of a relative with CVA means renunciation and donation, compromising sometimes the individual projects and the family as a whole. In addition, they point out the confrontation of difficulties within the the assistance and humanization in healthcare, information, physical and emotional overload, as well as financial problems. Despite all the adversities that compromise the caregiver's life, it was possible to identify attitudes of resilience among caregivers, making them their daily life less strenuous and with more lightness. It is expected, therefore, that this research can contribute to a better orientation of professionals with the caregivers

A cultura organizacional influenciando o comportamento do capital humano na biblioteca universitária

DUARTE, E. N. ; CARVALHO, Andréa Vasconcelos ; PINHEIRO, E. G. ; CARVALHO, Luciana Moreira ; NOGUEIRA, N. M. F. . A cultura organizacional influenciando o comportamento do capital humano na biblioteca universitária. Informação & Sociedade. Estudos, João Pessoa - PB, v. 10, n. 2, p. 190-210, 2000