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Comunicacao Marketing Cultura
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Book Synopsis O Poder da Empatia: Comunicação e Marketing Cultural em Cenários de Negócios by : Ana Paula A. Miranda
Download or read book O Poder da Empatia: Comunicação e Marketing Cultural em Cenários de Negócios written by Ana Paula A. Miranda and published by Editora Appris. This book was released on 2020-03-18 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Identidade, essencialismo estratégico e cultura popular a serviço da comunicação mercadológica de produtos, bens e serviços. O livro O poder da empatia: comunicação e marketing cultural em cenários de negócios convida o leitor a uma viagem fascinante ao Festival Folclórico de Parintins, no coração da Amazônia, onde empresas como a Coca-Cola procuram associar sua marca ao duelo centenário entre os bois-bumbás Garantido e Caprichoso com objetivo de estabelecer uma relação de afetividade com seu público consumidor. A análise desta busca das organizações para gerar envolvimento das comunidades com seus produtos e converter as manifestações culturais em objetos de negócio é feita pelo prisma da Folkcomunicação e do Folkmarketing, ambas teorias do campo da comunicação genuinamente brasileiras. Boa viagem!
Book Synopsis Marketing cultural & comunicacao dirigida by : Roberto Muylaert
Download or read book Marketing cultural & comunicacao dirigida written by Roberto Muylaert and published by . This book was released on 1994 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Comunicação e marketing cultural by : Piatã Stoklos Kignel
Download or read book Comunicação e marketing cultural written by Piatã Stoklos Kignel and published by Editora Senac São Paulo. This book was released on 2023-05-22 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: A Série Universitária foi desenvolvida pelo Senac São Paulo com o intuito de preparar profissionais para o mercado de trabalho. Os títulos abrangem diversas áreas, abordando desde conhecimentos teóricos e práticos adequados às exigências profissionais até a formação ética e sólida. Comunicação e marketing cultural aborda ferramentas e reflexões acerca dos conceitos de comunicação, marketing, cultura e marketing cultural. Repleto de casos que exemplificam as técnicas descritas, o livro apresenta práticas relacionadas ao universo dos empreendedores do setor cultural e ao dos patrocinadores, que utilizam o apoio a projetos culturais como uma maneira de agregar valor a suas marcas, entre outros benefícios de negócios. A proposta desta obra é trazer abordagens como a comunicação integrada de marketing, o planejamento estratégico de comunicação, a teoria dos 3 puts, a comunicação institucional e a mercadológica, estudos de caso aplicados ao contexto cultural e tendências previstas para o setor, além de oferecer ferramentas para uma atuação mais apropriada e consciente por parte dos atores envolvidos no campo do marketing cultural.
Book Synopsis Marketing cultural by : Manoel Marcondes Machado Neto
Download or read book Marketing cultural written by Manoel Marcondes Machado Neto and published by . This book was released on 2000 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Este trabalho comprova a tese de que existe uma prática empresarial de marketing cultural, que esta prática pode ser classificada de acordo com o fato/locus gerador em que se dá e que, como política de comunicação institucional, é um instrumentoeficaz de relações públicas. Além da revisão de literatura que fundamenta a proposição do novo conceito e a taxionomia da atividade, lançou-se mão de um estudo de caso com pesquisa de recepção, estudo de outros casos e tomada de depoimentos depessoas-chave, nas áreas de produção cultural, administração cultural, marketing e captação de recursos. Um levantamento de opinião levado a efeito durante cinco anos junto à clientela de cursos regulares de extensão universitária e também juntoaos componentes de seu corpo docente auxiliou na conceituação e reforçou os achados quanto aos efeitos positivos da adoção de uma política de apoio à arte e à cultura para a imagem institucional das empresas. Acredita-se que a partir dacompreensão do modus operandi e do potencial do marketing cultural como ferramenta efetiva de promoção institucional augura-se maior participação de pessoas físicas e jurídicas na produção cultural brasileira, bem como se quer contribuir para aformação de perfis profissionais especializados no trato das questões que envolvem cultura e mercado.
Book Synopsis Marketing-relevant cultural impacts on the consumer behaviour within the communication policy determined using the United Arab Emirates by : Marc Termath
Download or read book Marketing-relevant cultural impacts on the consumer behaviour within the communication policy determined using the United Arab Emirates written by Marc Termath and published by diplom.de. This book was released on 2011-10-13 with total page 72 pages. Available in PDF, EPUB and Kindle. Book excerpt: Inhaltsangabe:Introduction: The development of the world more and more leads to a global village. Commodities, which earlier were only accessible to the people in the immediate vicinity nowadays, are sold on the whole globe. The increasing dynamism within the foreign trade is perceptible, as every country including their companies is incumbent upon the same problem. The home market is already sated by the products and there is no more growth expected. The only way to handle this conflict is based on the going international concept. The basis of the global trade was created by the changes in the international politics and the creation of international economic areas. Nevertheless, the acceptance that products and goods at foreign markets can be set down in the way, as it has nationwide turned out already, is to be handled with care. By tendency an increasing homogenization of the markets and even to the products is registered. This enables the internationally operating companies to use scale effects as well as synergistic effects by a centrally steered marketing. Nevertheless, the assumption, that even the country specific consumption patterns will match piece by piece, is not expected. Differences in the cultural specification of every individual export market and the connected consumer behaviour falsify this assumption. The condition that global player have to face is as much standardization as possible, so much differentiation as necessary . Caused by the international and intercultural marketing, mistakes can mainly be avoided in the creation of the marketing measures. Target of Investigation: Currently no other region in the world can prove such an industry ́s impetus like the Arabian countries. The numerous raw material occurrences, which belong to the demand-strongest commodities of the world, contribute their share to this unbelievable development. The United Arab Emirates (UAE) are according to the OPEC (d.u.) in 7th place of the world s biggest oil and gas occurrences. However, the UAE already adjusts the future of their economy to alternative branches of economic sectors. For the time after the oil, areas like tourism or research and development of high technology are massively promoted by the government. Additionally the high population growths, particularly influenced by an immigration policy supporting the influx of foreign skilled workers, as well as one of the worldwide highest per head income and a huge purchase power [...]
Book Synopsis Comunicação, marketing e produção cultural by :
Download or read book Comunicação, marketing e produção cultural written by and published by . This book was released on 2010 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis International marketing. A cultural approach by : Jean-Claude Usunier
Download or read book International marketing. A cultural approach written by Jean-Claude Usunier and published by . This book was released on 1993 with total page 494 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Cultural Heritage Marketing by : Izabella Parowicz
Download or read book Cultural Heritage Marketing written by Izabella Parowicz and published by Springer. This book was released on 2018-10-25 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing an overview of the marketing principles and tools that pertain to the area of heritage conservation services, this book combines research and practice to offer an alternative to the classical transactional marketing approach. Instead, the author argues for the relationship marketing approach, promoted and adopted by the Nordic School of Service Marketing. Offering a startlingly rare, but logical and practical marketing approach, this book also provides food for thought for academics dealing with managerial and marketing aspects in the field of cultural heritage and cultural heritage services.
Book Synopsis O palco! by : Eduardo Augusto da Silva
Download or read book O palco! written by Eduardo Augusto da Silva and published by . This book was released on 2006 with total page 135 pages. Available in PDF, EPUB and Kindle. Book excerpt: Os investimentos em cultura pelas organizações estranhas ao mundo das artes vêm se tornando um importante instrumento institucional para geração de posicionamento estratégico. Este instrumento foi adotado popularmente de Marketing Cultural. A promoção desses investimentos deveria ser corretamente denominada de Comunicação por Ação Cultural. Assim, tornou-se imperativo um estudo que contribuísse na conceituação e orientação das funções e estratégias que a Comunicação por Ação Cultural pode implicar e as estratégias inerentes ao Marketing Cultural. Como metodologia de pesquisa, utilizamos o estudo descritivo de caso para avaliação do cenário cultural de Uberlândia - MG no ano de 2000 e Sac Paulo, no ano de 2005, através de entrevistas individuais em profundidade com representantes de organizações, agencias de comunicação e de planejamento, instituto cultural e produtores culturais. Estes resultados foram comparativamente analisados. Os principais resultados deste trabalho indicaram que o termo Marketing Cultural, e vista como ferramenta de comunicação ou parte da estratégia de comunicação das empresas, que fazem usa, na sua maioria, do patrocínio de atividades culturais com o objetivo principal de geração de imagem positiva da marca. A filantropia esta deixando de ser pratica comum, no sentido de uma ação simples de responsabilidade social e dando lugar a ações estrategicamente formatadas e amplamente divulgadas para os diverso.
Book Synopsis O Poder Da Empatia by : Ana Paula A Miranda
Download or read book O Poder Da Empatia written by Ana Paula A Miranda and published by . This book was released on with total page 207 pages. Available in PDF, EPUB and Kindle. Book excerpt: Identidade, essencialismo estratégico e cultura popular a serviço da comunicação mercadológica de produtos, bens e serviços. O livro O poder da empatia: comunicação e marketing cultural em cenários de negócios convida o leitor a uma viagem fascinante ao Festival Folclórico de Parintins, no coração da Amazônia, onde empresas como a Coca-Cola procuram associar sua marca ao duelo centenário entre os bois-bumbás Garantido e Caprichoso com objetivo de estabelecer uma relação de afetividade com seu público consumidor. A análise desta busca das organizações para gerar envolvimento das comunidades com seus produtos e converter as manifestações culturais em objetos de negócio é feita pelo prisma da Folkcomunicação e do Folkmarketing, ambas teorias do campo da comunicação genuinamente brasileiras. Boa viagem!
Book Synopsis Comunicação, marketing, cultura by : Tupã Gomes Corrêa
Download or read book Comunicação, marketing, cultura written by Tupã Gomes Corrêa and published by . This book was released on 1999 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing cultural & comunicação dirigida by : Roberto Muylaert
Download or read book Marketing cultural & comunicação dirigida written by Roberto Muylaert and published by . This book was released on 1993 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Social Communication in Advertising by : William Leiss
Download or read book Social Communication in Advertising written by William Leiss and published by Routledge. This book was released on 2018-06-14 with total page 502 pages. Available in PDF, EPUB and Kindle. Book excerpt: Newly updated for the digital era, this classic textbook provides a comprehensive historical study of advertising and its function within contemporary society by tracing advertising's influence throughout different media and cultural periods, from early magazines through to social media. With several new chapters on the rise of the Internet, mobile, and social media, this fourth edition offers new insights into the role of Google, Facebook, Snapchat, and YouTube as both media and advertising companies, as well as examining the role of brand culture in the 21st century.
Book Synopsis Marketing and American Consumer Culture by : Arthur Asa Berger
Download or read book Marketing and American Consumer Culture written by Arthur Asa Berger and published by Springer. This book was released on 2016-12-15 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a cultural studies approach to marketing and advertising and shows readers how scholars from different academic disciplines make sense of marketing’s role in American culture and society. It is written in an accessible style and has numerous drawings by the author to give it more visual interest.
Book Synopsis The Role of Language and Symbols in Promotional Strategies and Marketing Schemes by : Epure, Manuela
Download or read book The Role of Language and Symbols in Promotional Strategies and Marketing Schemes written by Epure, Manuela and published by IGI Global. This book was released on 2018-09-28 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.
Book Synopsis Intercultural Communication and International Marketing: Corporate Advertising on the Internet by : Natalia Magiati
Download or read book Intercultural Communication and International Marketing: Corporate Advertising on the Internet written by Natalia Magiati and published by GRIN Verlag. This book was released on 2006-01-19 with total page 123 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diploma Thesis from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Heidelberg, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.
Book Synopsis Marketing Across Cultures by : Jean-Claude Usunier
Download or read book Marketing Across Cultures written by Jean-Claude Usunier and published by Prentice-Hall PTR. This book was released on 2000 with total page 652 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices, this work offers an approach to global marketing. It emphasizes comparisons of global and local consumption.
