MARKETING ESTRATÉGICO: DA TEORIA A PRÁTICA EMPRESARIAL NO RAMO DE TELECOMUNICAÇÃO
DOI:
https://doi.org/10.24883/IberoamericanIC.v8i1.239Keywords:
Marketing. Marketing estratégico. Plano de MarketingAbstract
o artigo se enquadra em um trabalho exploratório qualitativo que por meio do método do estudo de caso visa a estudar o marketing estratégico no contexto de uma empresa do setor de telecomunicações. A intenção do artigo é propiciar insights críticos a respeito da obrigação de se planejar as atividades de marketing. Toda investigação ocorreu no setor de telecomunicações do Brasil, mais exatamente na Motorola do Brasil. Finalmente o processo estratégico configura-se como um esforço permanente de ajuste e adequação de seus objetivos e recursos, competências e capacidades às oportunidades proporcionadas pelo ambiente de negócios em mudança.Downloads
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