INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL

Authors

  • Joel Freire Silva Filho Universidade Federal de Campina Grande - UFCG
  • Gustavo Campos Catão Universidade Federal de Pernambuco – UFPE
  • Renato Valtencir da Silva Universidade Federal de Campina Grande - UFCG
  • Francisleide Pontes Pereira Universidade Federal de Campina Grande - UFCG
  • Ademar Batista de Morais Universidade Federal de Campina Grande - UFCG

Keywords:

new organizational models, marketing management, marketing mix

Abstract

Due to strong competition in the market and the constant need for organizations to strategically improve, there is a growing demand in various business areas for a managerial-strategic optimization.  This is a requirement for corporations to be able  to operationalize their routine without losing sight of the long term – strategic thought. As far as marketing is concerned, a significant number of works (books, articles, etc) have come out yearly, which however fail to evidence a clear concern about a practical operationalization of their “truths”. For that reason, this article intends to analyze a management model known as integrated marketing system (RICHERS, 2000), or more commonly 4 A´s. Starting from there, an operational improvement will be proposed that is based on breakthrough tools such as: Strategy and Balanced Scorecard. The methodological tool will be bibliographical research with indirect documentation.

Downloads

Download data is not yet available.

Downloads

Published

2013-06-23

How to Cite

Freire Silva Filho, J., Campos Catão, G., da Silva, R. V., Pontes Pereira, F., & Batista de Morais, A. (2013). INTEGRATED MARKETING SYSTEM: CONTRIBUTIONS TO A MODEL. Electronic Review of Administration, 11(2). Retrieved from https://seer.ufrgs.br/index.php/read/article/view/40684

Issue

Vol. 11 No. 2 (2005): Edição 44 - mar/abr 2005

Section

Articles

License

 

The author holds authorship rights, and authorizes REAd to publish the article on its website or in printed editions, not implying the payment of copyright or any other fee to the authors, and certifies that this article has not been published, to date, in any Brazilian journal.