THE ODYSSEY OF MARLUCE
Keywords:
Relationship Marketing; Institution of Higher Education; Database Marketing; Institutional Marketing.Abstract
The case aims to lead the student to reflect on the need to work relationship marketing and institutional in organizations, including public institutions. It intends to develop in the student: the vision that the new market needs require strategic actions of a specific department of marketing; familiarity with the communication decisions of public institutions; recognition of the possibilities of applying relationship marketing actions in an organization; analysis of the theoretical references on the subject. The case is a reflection of a situation experienced by many public institutions that still see marketing as an unnecessary tool thanks to the illusion that there are no competitive threats or disadvantages to the competition.
Downloads
References
BOONE, Louis E.; KURTZ, David L. Marketing contemporâneo. Rio de Janeiro: LTC, 1998.
COBRA, Marcos. Serviços: como construir valor para o cliente. São Paulo: Cobra, 2004.
KOTLER, Philip; ARMSTRONG, Gary. Princípios de marketing. Rio de Janeiro: LTC, 1999.
KOTLER, Philip; FOX, Karen F. A. Marketing estratégico para instituições educacionais. São Paulo: Atlas, 1994.
KOTLER, Philip; KELLER, Kevin Lane. Administração de marketing. São Paulo: Pearson Prentice Hall, 2006.
LAS CASAS, Alexandre Luzzi. Administração de marketing: conceitos, planejamento e aplicações à realidade brasileira. São Paulo: Atlas, 2006.
SLONGO, Antônio Luiz (Org); LIBERALI, Guilherme (Org). Marketing de relacionamentos: estudos, casos e proposições de pesquisa. São Paulo: Atlas, 2004.
SPILLER, Eduardo Santiago et. al. Gestão de serviços e marketing interno. Rio de Janeiro: FGV, 2004.
VAZ, Gil Nuno. Marketing Institucional: o mercado de idéias e imagens. São Paulo, Pioneira, 1995.
Português (Brasil)
English
Español (España)