Plano de marketing para o centro de excelência em natação e condicionamento físico acquamondo

This work of course conclusion has as objective main the development of a plan of marketing for academy of Acquamondo gymnastics. The enterprise has good equipment and training structure, allowing the client a propitious exercise that shows valuables results. However, there's no structured organization of internal and external communication and marketing: the concern with this topics, essential nowadays to the companies' survivor, practically doesn't exists. Expecting the improvement of the relationship between academy and its clients, enlarge the horizons of the mark and make it known at Bauru and region, stablish priority publics and actions and prospect new clients, the main ideas have been used of practices which contribute in an expressive way for the e stablished objective, like planning, strategic planning, marketing, communication and Public Relations, all applied to the reality of a micro and small company. Based on the concepts described above and by means of SWOT Analysis, a model of marketing plan was proposed with the aim of expanding the reach and impact power of Acquamondo gymnastics in the region its operates

Marketing 3.0: a sinergia entre marketing e as relações públicas

This paper aims to discuss the influence of the Public Relations professional in the current market environment, where the client's relationship with the organization is visibly marked by greater freedom of the latter in the decision of buying. The importance of the work and vision of this professional can be observed trough the paths marketing area had been taking, like the appearance of Marketing 3.0. In this paper the intention is to study the paths who lead to the convergence of both areas and in what way both professionals can allied their knowledge aiming to succeed in the market, without ignoring the fact that the results will be better and better the more genuine is the philosophy of respect for the client practiced by the organization and its employees

Cartão de visita: uma estratégia de marketing profissional na prática odontológica

The objective of this study was to analyze the business cards used as the initial strategy of marketing Dentists, based on the Code of Dental Ethics, Law No. 5081 / 24/08/1966 and the principles of marketing. It is a cross-sectional study, which evaluated the 54 cards of Dental Clinics of Municipalities of the Northwest Region of São Paulo. Among the cards reviewed, based on the Code of Ethics, only 59.63% contained the registration number in the Regional Council of Dentistry, in 32.22% of the cards noted misuse of the term “general practice”, rather than “GP.” The item was on the cards unless found the specification of the profession Surgeon / Dental Surgeon (57.41%). According to Law No. 5081 / 1966, which regulates dentists, 37.22% of the cards improperly determined that the exercise more than two professional specialty; contained 19.26% of total ad price and terms of service payment. Thus, it appears that business cards are an important means of dissemination of professional work, but some Dentists have neglected ethical and legal principles. Thus, it emphasizes the need for awareness among professionals about the issues related to advertising and marketing.

Antropologia del lavoro. Nuovi scenari di antropologia applicata

In questa tesi viene presentata una ricerca di campo che si configura come esempio di un’antropologia applicata alle dinamiche lavorative all’interno di un’azienda ICT italiana. Fulcro della trattazione è la riflessione sui diversi aspetti di un’analisi antropologica del clima aziendale, condotta sulla base di una rilevazione dei processi lavorativi presso una società italiana specializzata in progetti di digital marketing. Il lavoro associato alle tecnologie di ultima generazione non è impersonale o dettato soltanto da regole esterne, ma piuttosto un lavoro dal forte carattere rituale, sociale, morale e performativo, dove soggetti, ruoli, idee, scelte e problematiche si intrecciano secondo modalità uniche ed irripetibili, rintracciabili anche attraverso l’etnografia. E’ dunque necessario dare visibilità al ruolo attivo dei lavoratori nel loro essere contemporaneamente individui e soggetti che lavorano. Partendo da una riflessione su lavoro e tecnologia all’interno di un quadro interdisciplinare che vede coinvolte - insieme all’antropologia - la sociologia, l’economia e la storia, ci si sofferma sulle potenzialità dell’antropologia del lavoro. Dopo aver ripercorso tutti i passi della ricerca di campo presso l’azienda, viene condivisa una più ampia considerazione sul ruolo dell’antropologia applicata al lavoro in contesti aziendali. Infine l’esperienza di antropologa in azienda viene posta a confronto con un’altra attività svolta dalla stessa autrice in ambito accademico nel campo dell’antropologia dell’educazione. Gli studi presi in considerazione e le esperienze concrete offrono la possibilità di affrontare il tema dell’antropologia del lavoro all’interno di una più vasta riflessione sulla necessità di sviluppare un’antropologia applicata in Italia. Essa non occupa ancora un posto rilevante nello scenario della vita pubblica, ma molti sono gli sforzi che si stanno compiendo in questa direzione. Uno sguardo positivo verso il futuro e la consapevolezza di un’antropologia che è insieme azione, impegno, partecipazione e sperimentazione etnografica concludono la tesi.

A Socioeconomic Approach to the Development of E-Learning

A multitude of products, systems, approaches, views and notions characterize the field of e-learning. This article attempts to disentangle the field by using economic and sociological theories, theories of marketing management and strategy as well as practical experience gained by the author while working with leading edge suppliers of e-learning. On this basis, a distinction between knowledge creation e-learning and knowledge transfer e-learning is made. The various views are divided into four different ideal-typical paradigms, each with its own characteristics and limitations. Selecting the right paradigm to use in the development of an e-learning strategy may prove crucial to success. Implications for the development of an e-learning strategy in businesses and educational institutions are outlined.

Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis

Increasing demand for marketing accountability requires an efficient allocation of marketing expenditures. Managers who know the elasticity of their marketing instruments can allocate their budgets optimally. Meta-analyses offer a basis for deriving benchmark elasticities for advertising. Although they provide a variety of valuable insights, a major shortcoming of prior meta-analyses is that they report only generalized results as the disaggregated raw data are not made available. This problem is highly relevant because coding of empirical studies, at least to a certain extent, involves subjective judgment. For this reason, meta-studies would be more valuable if researchers and practitioners had access to disaggregated data allowing them to conduct further analyses of individual, e.g., product-level-specific, interests. We are the first to address this gap by providing (1) an advertising elasticity database (AED) and (2) empirical generalizations about advertising elasticities and their determinants. Our findings indicate that the average current-period advertising elasticity is 0.09, which is substantially smaller than the value 0f 0.12 that was recently reported by Sethuraman, Tellis, and Briesch (2011). Furthermore, our meta-analysis reveals a wide range of significant determinants of advertising elasticity. For example, we find that advertising elasticities are higher (i) for hedonic and experience goods than for other goods; (ii) for new than for established goods; (iii) when advertising is measured in gross rating points (GRP) instead of absolute terms; and (iv) when the lagged dependent or lagged advertising variable is omitted.

Three Shades of Embeddedness, State Capitalism as the Informal Economy, Emic Notions of the Anti-Market, and Counterfeit Garments in the Mauritian Export Processing Zone

Purpose This paper furthers the analysis of patterns regulating capitalist accumulation based on a historical anthropology of economic activities revolving around and within the Mauritian Export Processing Zone (EPZ). Design/methodology/approach This paper uses fieldwork in Mauritius to interrogate and critique two important concepts in contemporary social theory – “embeddedness” and “the informal economy.” These are viewed in the wider frame of social anthropology’s engagement with (neoliberal) capitalism. Findings A process-oriented revision of Polanyi’s work on embeddedness and the “double movement” is proposed to help us situate EPZs within ongoing power struggles found throughout the history of capitalism. This helps us to challenge the notion of economic informality as supplied by Hart and others. Social implications Scholars and policymakers have tended to see economic informality as a force from below, able to disrupt the legal-rational nature of capitalism as practiced from on high. Similarly, there is a view that a precapitalist embeddedness, a “human economy,” has many good things to offer. However, this paper shows that the practices of the state and multinational capitalism, in EPZs and elsewhere, exactly match the practices that are envisioned as the cure to the pitfalls of capitalism. Value of the paper Setting aside the formal-informal distinction in favor of a process-oriented analysis of embeddedness allows us better to understand the shifting struggles among the state, capital, and labor.

Dear Brand, Please Help me to Become a True-Man Out of the Truman: The Role of Brand Authenticity

Although brand authenticity is gaining increasing interest in academia and managerial practice, empirical studies on its contribution to the branding literature are still limited. The authors therefore conceptually and empirically examine the emergence and outcomes of perceived brand authenticity (PBA). A prior multi-phase scale development process resulted in a 17-item PBA scale to measure its four dimensions of credibility, integrity, symbolism, and longevity. Brand authenticity perceptions are influenced by indexical, existential, and iconic cues, whereby the latter’s influence is moderated by consumers’ level of marketing skepticism. Further, PBA increases emotional brand attachment. This relationship is particularly strong for consumers with a high level of self-authenticity. In addition, PBA effects are stronger in a North American market context compared to a European context.

How Should Consumers’ Willingness to Pay Be Measured? An Empirical Comparison of State-of-the-Art Approaches

This study compares the performance of four commonly used approaches to measure consumers’ willingness to pay with real purchase data (REAL): the open-ended (OE) question format; choicebased conjoint (CBC) analysis; Becker, DeGroot, and Marschak’s (BDM) incentive-compatible mechanism; and incentive-aligned choice-based conjoint (ICBC) analysis. With this five-in-one approach, the authors test the relative strengths of the four measurement methods, using REAL as the benchmark, on the basis of statistical criteria and decision-relevant metrics. The results indicate that the BDM and ICBC approaches can pass statistical and decision-oriented tests. The authors find that respondents are more price sensitive in incentive-aligned settings than in non-incentive-aligned settings and the REAL setting. Furthermore, they find a large number of “none” choices under ICBC than under hypothetical conjoint analysis. This study uncovers an intriguing possibility: Even when the OE format and CBC analysis generate hypothetical bias, they may still lead to the right demand curves and right pricing decisions.

The Strategic Role of the Sales Force: Perceptions of Senior Sales Executives

Current models of sales force strategy imply formidable information processing demands, which leads us to take a cognitive approach to studying the issue of sales force strategy. We focus on how top-level executives use mental models of sales force performance to simplify the issue of sales force strategy. We interviewed 74 senior executives responsible for their firms’ selling function using the repertory grid approach, as this methodology has been shown to be particularly effective at uncovering the collective cognitive maps on which executives’ decisions and behaviors are based. Executives identified a broad set of 37 strategic concepts that they felt distinguish the sales force efforts of directly competing companies. A second set of sales executives classified the 37 concepts into capabilities, resources, and organizational context concepts. Based on the classification results and feedback from both sets of executives, we developed research propositions for examining sales force strategy and provide directions for future research.

The World of Indicators. The Making of Governmental Knowledge through Quantification

The twenty-first century has seen a further dramatic increase in the use of quantitative knowledge for governing social life after its explosion in the 1980s. Indicators and rankings play an increasing role in the way governmental and non-governmental organizations distribute attention, make decisions, and allocate scarce resources. Quantitative knowledge promises to be more objective and straightforward as well as more transparent and open for public debate than qualitative knowledge, thus producing more democratic decision-making. However, we know little about the social processes through which this knowledge is constituted nor its effects. Understanding how such numeric knowledge is produced and used is increasingly important as proliferating technologies of quantification alter modes of knowing in subtle and often unrecognized ways. This book explores the implications of the global multiplication of indicators as a specific technology of numeric knowledge production used in governance. Combination of insights from anthropology of law, history of science, science and technology studies, sociology of quantification, economics and geography will appeal to those who are uncomfortable with the separation between 'theoretical' and 'empirical' approaches and with the current weakness of critique that address the main trends shaping the relations between capitalism, markets, law and democracy Theoretical discussion of the nature and historical formation of quantification will appeal to those who ask questions such as, 'What is new or different about our contemporary reliance on quantitative knowledge?' Groundbreaking empirical case studies uncover the social work and politics that often go into the making of indicators and explore the far-reaching effects and impacts of these numerical representations in specific settings