Marketing Estratégico e Tático
Qual a Participação do Setor de Marketing dentro das Organizações?
Palavras-chave:
Papel do Marketing. Marketing estra- tégico. Marketing tático. Múltiplos estudos de caso.Resumo
Diante das diversas discussões a respeito de quais deveriam ser as atividades do marketing para que recupere seu espaço estratégico dentro das organizações, o objetivo do presente estudo é investigar a atuação do setor de marketing em diferentes empresas. Para tanto, o método utilizado foi o de múltiplos estudos de caso, nos quais oito proposições sobre quais deveriam ser as atividades táticas e estratégicas do marketing foram investigadas em 13 empresas. Além disso, avaliou-se também a percepção de executivos de outros departamentos em relação à contribuição do setor de marketing para o desenvolvimento da empresa. Os resultados evidenciam que em algumas empresas o marketing não possui qualquer papel estratégico, enquanto em outras é peça fundamental, comprovando a importância do setor de marketing, quando bem estruturado.
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Declaro que o presente artigo é original, não tendo sido submetido à publicação, quer em sua totalidade quer em parte, em qualquer outro periódico nacional ou internacional. Declaro, ainda, que, uma vez publicado no International Journal of Business & Marketing (IJBMKT), o mesmo jamais será submetido por mim ou por qualquer um dos demais coautores a qualquer outro periódico. Através deste instrumento, em meu nome e em nome dos demais coautores, porventura existentes, cedo os direitos autorais do referido artigo ao International Journal of Business & Marketing (IJBMKT) e declaro estar ciente de que a não observância deste compromisso submeterá o infrator a sanções e penas previstas na Lei de Proteção de Direitos Autorais (nº 9609, de 19/02/98).
