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

Comunicação pública e marketing político na gestão pública municipal

Based on the definitions of Public Communication, Political Marketing, Public Interest Information and Communication as a Tool of Governance, the study notes the use of the news section of the websites of the City Christmas and Mossoro, Rio Grande do Norte, in regard to strengthening citizenship and encouraging participatory management, from the characterization of materials like pieces of Political Marketing and Public Communication. Data collection in qualitative research was conducted from August to September 2011 and content analysis showed that the appropriation of public property for personal use is a reality, despite legal requirements to the detriment of strategic communication and governance for results from the dissemination of information of public interest and the establishment of a communication channel between State Government and Society. Elements of this study suggest the need for further research to deepen the discussion

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

Comunicação pública e marketing político na gestão pública municipal

Based on the definitions of Public Communication, Political Marketing, Public Interest Information and Communication as a Tool of Governance, the study notes the use of the news section of the websites of the City Christmas and Mossoro, Rio Grande do Norte, in regard to strengthening citizenship and encouraging participatory management, from the characterization of materials like pieces of Political Marketing and Public Communication. Data collection in qualitative research was conducted from August to September 2011 and content analysis showed that the appropriation of public property for personal use is a reality, despite legal requirements to the detriment of strategic communication and governance for results from the dissemination of information of public interest and the establishment of a communication channel between State Government and Society. Elements of this study suggest the need for further research to deepen the discussion