Institucionalização como Mecanismo de Controle de Marketing
Titel:
Institucionalização como Mecanismo de Controle de Marketing
Auteur:
André Luiz Maranhão de Souza Leão Sérgio Carvalho Benício de Mello
Verschenen in:
RAC: Revista de Administraç¯ao Contempor¯anea
Paginering:
Jaargang 14 (2010) nr. 2 pagina's 251-267
Jaar:
2010
Inhoud:
Among management activities, control is the most neglected. However, monitoring becomes a key player as the area of marketing has continually sought out metrics to measure its results. Upon analyzing the current perspective of marketing control, we conclude that it is contingential. As a result, some problems were identified. We suggest that a different, institutional perspective may be more adequate. For our analysis, we assumed as scope the perspective of service encounters. This choice was due to our belief that all businesses are – in essence – service-oriented, and that service encounters bring aspects of the external environment to the internal environment, as customers and contact employees are from the socio-cultural environment. With this in mind, the aim of this theoretical essay is to develop a marketing control process based on the meanings of the organization. However, we recognize that – as this is a long-term view – short-term interests may compromise it.
Uitgever:
ANPAD - Associação Nacional dos Programas de Pós-graduação em Administração (provided by DOAJ)
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