Browsing by Keyword "Marketing strategy"
Now showing items 1-9 of 9
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Advance towards a business-to-farmer marketing: a perspective from farm input companies
2020-02-06O setor do agronegócio mudou drasticamente nas últimas décadas. O advento da profissionalização do produtor e consolidação em todo setor modificou as práticas de marketing e os recursos alocados pelas empresas de insumos ... -
The challenges of repositioning an international brand: a case study on the hospitality industry
2011-06-29Much has been said in the literature about brand positioning, as well as about international branding and their importance on ever more competitive world marketplaces. Concerning repositioning, however, the literature is ... -
Distribution strategies for the base of the pyramid: an exploratory study in Brazil
2010-02-24Access has been one of the main difficulties companies have faced in emerging markets (PRAHALAD, 2005). The capillarity of the market, the existence of small, not professionalized and sometimes informal retailers, the lack ... -
Estratégia de internacionalização de empresas varejistas em mercados psiquicamente distantes
2012-04-17A análise da estratégia de internacionalização de empresas é importante para a literatura de marketing, ainda mais em um mercado global que sofre rápidas mudanças (BARTLETT; SUMANTRA, 1991; MARKETING SCIENCE INSTITUTE, ... -
A gestão da estratégia mercadologica sob uma nova perspectiva: existe relação entre a física e a administração?
2004A Física e a Administração concentram suas pesquisas sobre fenômenos que, de certa forma, se assemelham, fazendo com que nos questionemos a respeito da grande integral do universo a que estamos submetidos. Em uma exploração ... -
The internationalization of the cosmetic retail industry: a history of success?
2013-02-22The retailing industry has increasingly become global over the past few decades, illustrating visually the internationalization of business in general. Many retailers are betting to expand their activities internationally ... -
A internet, o comportamento do consumidor e as práticas de marketing
2005-11-24In the current competitive landscape, where the Internet plays a significant role in the customer-enterprise relationship, marketing professionals and academicals face the challenge of understanding the major changes and ... -
Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil
2016-12-20In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent ... -
Zara’s brand perception: a comparative approach between Brazil and Spain
2018-01-10In this study, the author analyses the effects of country of origin and brand positioning on consumer’s brand perception and purchase intention of the brand ZARA. For the analysis, the author uses online survey to collect ...
