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

O marketing e a atuação social das empresas: uma relação possível

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

A influência do marketing ambiental na decisão de compra dos consumidores de produtos orgânicos

The search of the man for more comfort and one better quality of life led to an increment of the production of goods and services, that results, almost always, in aggressions to the nature and to a reduction of this same quality of life. The concern with the ambient problems appears as an important element regarding the material and economic growth and of the quality of life. With this scene a new question, the Ambient Marketing appears. Although the marketing concept to be well ample, the companies use the term ambient marketing to make reference what in fact, many times, are a more specific activity of ambient communication. The ambient communication is a new form to communicate used for the companies with the objective to get advantages of its competitors ahead, since the competitiveness by means of the o price, the stated period and the quality if becomes extremely incited. In view of the current competitive market, where the organizations need distinguishing to get greater have detached front to the competition, and the fact of the society to be each time more worried about the environment and the impacts that the companies cause it, the ambient communication has been used as form to convince its customers. Of this form, she evaluated herself, through a exploratory research and qualitative, the influence of the use of the ambient communication in the decision of purchase and of that she forms the companies when using of this communication can add value to its product. The results had indicated that 77% of the interviewed ones had heard to say on marketing or ambient communication and that the television is main the media for this knowledge, a time that 90.9% of the respondents had affirmed to have seen propagandas of directed products of consumption to the ambient question in this way. In fact, the concern with the environment demonstrated for the companies has its impact, therefore 84% of the respondents had told if to sensetize with this fact. However, only a lesser number of people, 70.5% answered that this concern really influences in its decision of purchase

Estudo da comunicação de um compensador série para rede de distribuição com o centro de controle utilizando tecnologia GPRS

Pós-graduação em Engenharia Elétrica - FEIS

Gestão da comunicação no arranjo produtivo local de brinquedos: Laranjal Paulista

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A campanha presidencial e o Vota Brasil em 2006: marketing e contexto político

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Empresas madeireiras com certificação florestal e marketing verde: estratégias comunicacionais do grupo Cikel

A partir dos anos 90, a política de gestão de florestas no Brasil passa a se pautar pelo discurso hegemônico do desenvolvimento sustentável. Pressionadas por ambientalistas e outros agentes sociais, as empresas são orientadas, via mecanismos de mercado, a praticarem ações menos predatórias ao meio ambiente. Com isso, as ONGs associam-se ao setor madeireiro para o desenvolvimento de um esquema de certificação florestal conhecido como Forest Stewardship Council FSC, ou Conselho de Manejo Florestal, destinado a melhorar as práticas florestais em todo o mundo. Nesse contexto, empresas com áreas certificadas passam a preconizar o aspecto diferenciado de suas atividades, adotando o marketing verde como estratégia comunicacional na busca pela construção de uma imagem sustentável e, paralelamente, pela cooptação de um novo mercado consumidor. Este trabalho tem o objetivo de analisar como se processa a comunicação em empresas que declaram adotar práticas de Manejo Florestal Sustentável (MFS) na Amazônia. Sob o recorte do estudo de caso único, é analisada a atuação da Cikel Brasil Verde Madeira LTDA., empresa que vem sendo apontada em diversos enunciados como verdadeiro exemplo a ser seguido. Pareceu-nos, pois, pertinente analisar algumas das operações vigentes, investigando as elaborações ideológicas acerca do discurso em torno do é possível preservar, produzindo. A escolha pelo Grupo Cikel deve-se por ser esta a maior e mais antiga empresa madeireira em atividade da Amazônia e também por ser uma das pioneiras no Brasil a ter suas florestas certificadas pelo FSC. Amparado pelo arcabouço teórico-metodológico da Análise do Discurso, o trabalho busca compreender o discurso formulado e propagado pelo Grupo Cikel, delineando sua identidade institucional. Na interdiscursividade materializada nos enunciados, identifica-se como se posicionam os diferentes sujeitos atuantes e como se relacionam as componentes políticas, econômicas e ideológicas que instituem e mantêm as parcerias institucionais da empresa. Ao final, é feita uma reflexão crítica em torno da visão naturalizada de que a certificação florestal seria a forma mais legítima de se alcançar o uso sustentável da floresta, revelando a debilidade do aspecto social nas políticas do FSC e das empresas como a Cikel.

O uso da Lei Rouanet como ferramenta produtiva em um plano de comunicação

The Rouanet law is a tax incentive law that allows companies to invest up to 4% of their taxes - based on actual profit - in sponsoring cultural projects previously approved by the Ministry of Culture. By sponsoring these projects, companies can have their name attached to them and, consequently, strengthening their brand and increase its visibility in the market. Whereas this project is aligned to the company vision, its image will be strengthened and the sales will increase. Large companies use the Rouanet Law to sponsor cultural events and have very strong names in the Brazilian market, perhaps worldwide. Examples: Petrobras, Banco do Brasil, Banco Bradesco, BNDES, Usiminas, Vale, among others. The Public Relations professional, who’s responsible for internal and external communication of a company, can use it as a differential of his work, expanding the company's profits with minimum investments, aligning the company's vision to actual practices and using the sponsorship as an agent capable of strengthen its social responsibility and, due to that, to increase the trust of its target audience. This study will address the theoretical and practical aspects of the Rouanet Law and of the public relations professionals, beyond mentioning examples on the subject, with special attention to Petrobras, the largest sponsor of cultural projects in Brazil. The greatest problem of the Rouanet Law is the fact that its sponsored projects are mostly concentrated in the Southeast, specifically in the Rio - São Paulo region. The more popular the Act become, for most places it will spread and Brazil may, after some time, become a world reference in the Cultural point

Relações públicas e marketing turístico: atuando pela imagem do Brasil

This study presents an analysis of International Tourism, one of the most growing economic activities in the world. To realize promotion in this area, countries use diverse strategies, among them the touristic marketing. It consists on an instrument used to attract foreign tourists and build the image of the country as a touristic destination, transforming it into a global emergent leader. Due to the big sports events which will happen in Brazil, the World Cup and the Olympic Games, respectively, it is expected a growth on touristic activities. This is an opportunity to promote the country and build its image, the reason why the Federal Government made Plano Aquarela 2020, formed by a strategic plan which aims the international promotion of the country through a marketing program focused on the international tourist. What this image is and how to promote it are issues that the public relations professionals are capable to solve, with their abilities to develop instruments and their important actions to build a good touristic destination image of the country. This study aims to analyze the collaboration of public relations to improve the country's image from the actions developed by Plano Aquarela 2020. For this, a literature search was performed to expose the concepts of communication involved, the analysis of the plan and their actions, use the interview as an exploratory study to clarify information and stimulate new ideas

Comunicação integrada nas organizações: o projeto 50k do jornal Bom Dia Bauru

This work aims to reflect on organizational communication and integrated communication, focusing on the performance of professional Public Relations and Marketing. As a case of study, we evaluated the communication in the BOM DIA journal, especially with regard to the implementation of the Project 50k, dedicated to reviving the journal, with shares of advertising, editorial and structural as well as marketing and sales. The goal is to evaluate the reality of a company, which represents an integrated communication, in which all professionals in various areas and departments within the organization are able to develop a more concise and to seek a common goal, working and developing its workforce which reflects his image and therefore in your external audience

Marketing de relacionamento no mercado de franquias: estudo de caso : CNA Idiomas

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As relações públicas na ambiência da comunicação móvel digital: o QR code como estratégia de comunicação

The internet as well as all technologies arising from it are transforming and changing socially and economically, the forms of relationships between people and organizations. The environment of digital mobile communication is on the rise, allowing more communication strategies in public relations to be enhanced, in order to allow effective dialogue, relationship and interaction between organizations and their stakeholders. Accordingly, the purpose of this paper is to analyze digital communications, especially a locative media tool that has been gaining ground in communication activities: Quick Response Code. So in addition to conceptualize and contextualize it, one tried to map out various campaigns, both national and international, who made use of the QR Code, highlighting the strategic role that this tool can have in Integrated PR planning, in order to create visibility and to establish effective and lasting relationships with the brand / organization

Comunicação Organizacional e Mídias Sociais: o uso das redes sociais nas estratégias de comunicação

The growing concern of experts in organizational communication with appropriate business relationships with its various stakeholders through digital platforms causes an upgrowth on the number of studies on the topic of social media. The social network communication receives analysis in different approaches, ranging from behavioral changes to the instrumentalization of these tools for marketing, relationship and information exchange. The objective of this monograph is to make an exploratory study that relates to organizational communication and social media, and discuss how the theories can contribute to the optimization of communication mediated by specific platforms that bring with them opportunities for interaction and relationship in the digital environment

Marketing de relacionamento e relações públicas: uma aplicação no serviço de pós-venda da Embraer Executive Jets

The present study aims to investigate the interrelationship between the Relationship Marketing and Public Relations areas, high lighting its strategic value. The main goal is to discuss how the public relations professional can manage the customer loyalty by improving the after-sales services provided, applying it to a specific market such as business a viation. To establish the foundation to support the hypotheses, a revision of the subject literature was made, seeking to break down the barriers between marketing-mainly of relationship and public relations knowledge fields. A consult of the relevant literature was a continuous activity throughout the work. Divided into three chapters, the two first ones of fundamentals concepts, presents an after-sales services scenario, emphasizing the importance of the relationship and the definition of audiences in this area, in addition to a detailed description of the luxury market, a business aviation reality. The third chapter ends the discussion with a relationship proposal for Embraer Executive Jets, through actions based on the studied concepts. By gathering ideas and reflecting about the subject, using them to develop the proposal, a conclusion was resulted: the public relations professional is prepared and essential to build an effective after-sales relationship, since it's concerned about the communication excellence and knows the audiences significance in this process

Novas tecnologias, comunicação especializada & assessoria de imprensa

This paper aims to discuss the influence of new technologies in the field of media, more specifically, within the press. The discussion will contribute on concepts that emerge from new technologies in the environment of cyberspace, acceleration time; cyberculture, besides raising discussions on the social sphere in relation to the democratization of information via the Internet and the interests of political and marketing, which permeates the universe of the press professional. The intention of this work is to create an agenda for discussion around new technologies and their influence in changing the paradigm of communication and its impact cibersocial. Finally, the discussion of new technologies as an auxiliary tool in the work of the communicator in contemporary times