Gestao Da Marca Ao Longo Da Cadeia De Valor

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Gestão da marca ao longo da cadeia de valor

Author : Maria Cristina de Araújo Proença
Publisher :
ISBN 13 :
Total Pages : 333 pages
Book Rating : 4.:/5 (124 download)

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Book Synopsis Gestão da marca ao longo da cadeia de valor by : Maria Cristina de Araújo Proença

Download or read book Gestão da marca ao longo da cadeia de valor written by Maria Cristina de Araújo Proença and published by . This book was released on 2007 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este trabalho apresenta um estudo, conceitual e empírico, objetivando examinar a gestão da marca do produto ao longo da cadeia, desde o fabricante até o consumidor final, sob a intermediação do canal varejista. A revisão da literatura abordando os conceitos relevantes à estratégia de marketing do fabricante e do varejista permitiu um melhor entendimento sobre os aspectos que interferem na gestão da marca. A pesquisa empírica exploratória, estudo de caso, investigou a marca Votomassa da Votorantim Cimentos por meio de vinte e sete entrevistas pessoais, com executivos do fabricante, varejistas, balconistas e clientes dos lojistas e, através da observação nos pontos de venda. Foram identificados pontos estudados na literatura, principalmente no que se refere ao desenvolvimento de realcionamentos, a getsão de canais e a venda ao consumidor final, todos com possíveis interferências na gestão da marca. Particularmente, foram identificadas as implicações que percepções dos atores que integram os vários elos da cadeia podem gerar. O trabalho contribui para avançar nos conceitos e processos pertinentes ao tema em estudo, tendo por foco a cadeia fabricante - intermediário - comprador no ramo de material de construção, a partir de uma perspectiva consolidada e holística, evidenciando uma série de ferramentas de marketing que permitem aprimorar o processo estratégico da gestão da marca pelo fabricante.

Gestão de Marcas

Author : Jane Leroy Evangelista
Publisher : Freitas Bastos
ISBN 13 : 6556753653
Total Pages : 228 pages
Book Rating : 4.5/5 (567 download)

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Book Synopsis Gestão de Marcas by : Jane Leroy Evangelista

Download or read book Gestão de Marcas written by Jane Leroy Evangelista and published by Freitas Bastos. This book was released on 2024-01-30 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt: Com uma visão panorâmica dos principais tópicos que definem a criação e o fortalecimento de marcas sólidas no mundo contemporâneo, a autora mostra nestas páginas conceitos iniciais, até as estratégias mais avançadas de gestão de marcas. Dividido em sete partes distintas, o livro irá introduzir os pilares fundamentais da gestão estratégica de marcas, ao explorar a influência da cultura organizacional, planejamento estratégico e branding como processos interligados. Partindo para uma análise mais prática na construção de marcas, a autora oferece diretrizes para a construção da identidade e personalidade, examinando modelos, elementos de construção, design e identidade visual. Além do encontro com estratégias e o propósito de valor de marca e sua importância nos modelos de percepção dos consumidores e das empresas. O livro também aborda a comunicação e expansão de marcas, explorando mais o contexto da arquitetura de marcas, a comunicação integrada e os diversos touch points no branding, inclusive considerando o ambiente digital, tão importante no século XXI. Além disso, traz à luz conteúdos novos nas discussões sobre marcas, apresentando o sensorial branding, o primal branding e o employer branding. Em sua última parte, conclui o mergulho ao discutir métricas na gestão de marcas, através do conceito de Brand Equity, como mensurá-lo e avaliar ativos tangíveis e intangíveis, e o seu reconhecimento. É uma leitura indicada para acadêmicos, profissionais de marketing, gestores de marca, empreendedores e estudantes que desejam aprofundar seu conhecimento sobre a gestão estratégica de marcas. Por meio de uma abordagem acadêmica sólida e com muitos exemplos de uma visão prática das estratégias de branding, esta leitura se torna um recurso essencial para aqueles que buscam entender o mundo complexo da gestão de marcas.

ESG nas relações de consumo

Author : Fabíola Meira de Almeida Breseghello
Publisher : Editora Singular
ISBN 13 : 6586352754
Total Pages : 261 pages
Book Rating : 4.5/5 (863 download)

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Book Synopsis ESG nas relações de consumo by : Fabíola Meira de Almeida Breseghello

Download or read book ESG nas relações de consumo written by Fabíola Meira de Almeida Breseghello and published by Editora Singular. This book was released on 2022-11-18 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: "(...) Cada vez mais os consumidores se preocupam em adquirir produtos e serviços éticos, ou seja, que foram produzidos, anunciados e comercializados a partir dos princípios expostos no Pacto Global. Os produtos e serviços, na nova percepção dos consumidores, levam junto o contexto da sua linha de produção e comercialização. O livro, agora apresentado, enfrenta estes diversos problemas complexos, com análises fundamentadas e, muitas vezes, com sugestões para aprimoramento do próprio sistema. É a ciência cumprindo seu papel de trazer reflexões no intuito de melhorar as relações humanas. São 17 artigos que dão um destaque ao ESG no contexto do Direito das Relações de Consumo. Por óbvio, pela própria formação dos diversos autores – componentes do Comitê de Relações de Consumo do IBRAC (Instituto Brasileiro de Estudos de Concorrência, Consumo e Comércio Internacional) – os artigos enfrentam o universo das responsabilidades empresariais no contexto de uma sociedade de consumo. (...)" Marcelo Gomes Sodré

Design Management

Author : Brigitte Borja de Mozota
Publisher : Skyhorse Publishing Inc.
ISBN 13 : 1581152833
Total Pages : 385 pages
Book Rating : 4.5/5 (811 download)

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Book Synopsis Design Management by : Brigitte Borja de Mozota

Download or read book Design Management written by Brigitte Borja de Mozota and published by Skyhorse Publishing Inc.. This book was released on 2003-08 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing a synthesis of practical blueprint and theoretical field guide to managing design, this comprehensive reference shows how the various disciplines of design - product, packaging, graphic and environmental - create value and contribute to company performance.

The Economics of Industrial Innovation

Author : Christopher Freeman
Publisher : Psychology Press
ISBN 13 : 1855670704
Total Pages : 486 pages
Book Rating : 4.8/5 (556 download)

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Book Synopsis The Economics of Industrial Innovation by : Christopher Freeman

Download or read book The Economics of Industrial Innovation written by Christopher Freeman and published by Psychology Press. This book was released on 1997 with total page 486 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 1997. Routledge is an imprint of Taylor & Francis, an informa company.

Socio-economic Assessment

Author :
Publisher :
ISBN 13 :
Total Pages : 228 pages
Book Rating : 4.:/5 (319 download)

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Book Synopsis Socio-economic Assessment by :

Download or read book Socio-economic Assessment written by and published by . This book was released on 1992 with total page 228 pages. Available in PDF, EPUB and Kindle. Book excerpt:

History of Economic Thought

Author : E. K. Hunt
Publisher : Routledge
ISBN 13 : 1317468597
Total Pages : 604 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis History of Economic Thought by : E. K. Hunt

Download or read book History of Economic Thought written by E. K. Hunt and published by Routledge. This book was released on 2015-01-28 with total page 604 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new edition of this classroom classic retains the organizing theme of the original text, presenting the development of thought within the context of economic history. Economic ideas are framed in terms of the spheres of production and circulation, with a critical analysis of how past theorists presented their ideas.

Improving Performance

Author : Geary A. Rummler
Publisher : John Wiley & Sons
ISBN 13 : 1118143701
Total Pages : 292 pages
Book Rating : 4.1/5 (181 download)

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Book Synopsis Improving Performance by : Geary A. Rummler

Download or read book Improving Performance written by Geary A. Rummler and published by John Wiley & Sons. This book was released on 2012-12-11 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Improving Performance is recognized as the book that launched the Process Improvement revolution. It was the first such approach to bridge the gap between organization strategy and the individual. Now, in this revised and expanded new edition, Gary Rummler reflects on the key needs of organizations faced with today's challenge of managing change in today's complex world. The book shows how to apply the three levels of performance and link performance to strategy, move from annual programs to sustained performance improvement, redesign processes, overcome the seven deadly sins of performance improvement and much more.

Relationship Marketing

Author : Thorsten Hennig-Thurau
Publisher : Springer Science & Business Media
ISBN 13 : 3662097451
Total Pages : 454 pages
Book Rating : 4.6/5 (62 download)

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Book Synopsis Relationship Marketing by : Thorsten Hennig-Thurau

Download or read book Relationship Marketing written by Thorsten Hennig-Thurau and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

Strategic Sport Marketing

Author : David Shilbury
Publisher : Routledge
ISBN 13 : 1000247457
Total Pages : 521 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Strategic Sport Marketing by : David Shilbury

Download or read book Strategic Sport Marketing written by David Shilbury and published by Routledge. This book was released on 2020-07-25 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sport now has to compete for the consumer dollar with a vast array of leisure activities online as well as offline. Successful sport marketing is the result of carefully structured planning, creativity and perseverance. Integrating the unique characteristics of sport with traditional marketing theory, Strategic Sport Marketing presents a framework of strategic decision-making. The authors outline the diverse markets for sport: participants, sponsors, spectators and fans. International case studies and 'sportviews' selected from a wide range of sports and media illustrate the unique features of sport marketing. Strategic Sport Marketing is a practical tool and theoretical guide to sport marketing internationally. The fourth edition of this widely used text is fully revised and updated. It includes new material on sports promotion, customer service and social media, as well as new case studies. 'A sport marketing text at the undergraduate level needs to engage both student and teacher. . . I believe Strategic Sport Marketing does this rather well.' - Sport Management Review '. . . a comprehensive illustration of the integration of sport marketing theory with sport marketing practice.' - Journal of Sport Management

Principles for Building Resilience

Author : Reinette Biggs
Publisher : Cambridge University Press
ISBN 13 : 110708265X
Total Pages : 317 pages
Book Rating : 4.1/5 (7 download)

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Book Synopsis Principles for Building Resilience by : Reinette Biggs

Download or read book Principles for Building Resilience written by Reinette Biggs and published by Cambridge University Press. This book was released on 2015-04-02 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: Reflecting the very latest research, this book provides an in-depth review of the role of resilience in the management of social-ecological systems and the ecosystem services they provide. Leaders in the field outline seven principles for building resilience in social-ecological systems, examining how these can be applied to advance sustainability.

Outcome Mapping

Author : Sarah Earl
Publisher : IDRC (International Development Research Centre)
ISBN 13 :
Total Pages : 158 pages
Book Rating : 4.:/5 (31 download)

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Book Synopsis Outcome Mapping by : Sarah Earl

Download or read book Outcome Mapping written by Sarah Earl and published by IDRC (International Development Research Centre). This book was released on 2001 with total page 158 pages. Available in PDF, EPUB and Kindle. Book excerpt: Outcome Mapping: Building learning and reflection into development programs

Valuing Intangible Assets

Author : Robert F. Reilly
Publisher : McGraw Hill Professional
ISBN 13 : 007137924X
Total Pages : 549 pages
Book Rating : 4.0/5 (713 download)

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Book Synopsis Valuing Intangible Assets by : Robert F. Reilly

Download or read book Valuing Intangible Assets written by Robert F. Reilly and published by McGraw Hill Professional. This book was released on 1998-09-22 with total page 549 pages. Available in PDF, EPUB and Kindle. Book excerpt: When partnerships change hands, the valuation of intangible assets can be a financial maze. This in-depth book, working through each of the basic valuation approaches: cost, market, and income, provides professionals with complete guidelines and industry standards. It's a must-have for financial analysts and attorneys!

Managing Innovation

Author : Joe Tidd
Publisher : Wiley
ISBN 13 : 9781118360637
Total Pages : 680 pages
Book Rating : 4.3/5 (66 download)

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Book Synopsis Managing Innovation by : Joe Tidd

Download or read book Managing Innovation written by Joe Tidd and published by Wiley. This book was released on 2013-07-10 with total page 680 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managing Innovation is an established, bestselling text for MBA, MSc and advanced undergraduate courses on innovation management, management of technology, new product development and entrepreneurship. It is also widely used by managers in both the services and manufacturing sectors. Now in its fifth edition, Managing Innovation has been fully revised and now comes with a fully interactive e-book housing an impressive array of videos, cases, exercises and tools to bring innovation to life. The book is also accompanied by the Innovation Portal at www.innovation-portal.info, which contains an extensive collection of additional digital resources for both lecturers and students. Features: The Research Notes and Views from the Front Line feature boxes strengthen the evidence-based and practical approach making this a must read for anyone studying or working within innovation The Innovation Portal www.innovation-portal.info is an essential resource for both student and lecturer and includes the Innovation Toolkit – a fully searchable array of practical innovation tools along with a compendium of cases, exercises, tools and videos The interactive e-book that accompanies the text provides enriched content to deepen the readers understanding of innovation concepts

Occupational Safety and Hygiene

Author : Pedro Arezes
Publisher : CRC Press
ISBN 13 : 1138000477
Total Pages : 648 pages
Book Rating : 4.1/5 (38 download)

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Book Synopsis Occupational Safety and Hygiene by : Pedro Arezes

Download or read book Occupational Safety and Hygiene written by Pedro Arezes and published by CRC Press. This book was released on 2013-04-04 with total page 648 pages. Available in PDF, EPUB and Kindle. Book excerpt: Occupational Safety and Hygiene presents selected papers from the International Symposium on Occupational Safety and Hygiene – SHO2013 (Guimarães, Portugal, 14-15 February 2013), which was organized by the Portuguese Society for Occupational Safety and Hygiene (SPOSHO). The contributions from 15 different countries focus on: - Occupational safety - Risk assessment - Safety management - Ergonomics - Management systems - Environmental ergonomics - Physical environments - Construction safety - Human factors The papers included in the book are mainly based on research carried out at universities and other research institutions, but they are also based on practical studies developed by Occupational Health & Safety (OHS) practitioners within their companies. As a result, this book will be useful to get acquainted with the state-of-the-art of the research within the aforementioned domains, as well as with some practical tools and approaches that are currently used by OHS professionals worldwide.

The Future of Tourism

Author : Eduardo Fayos-Solà
Publisher : Springer
ISBN 13 : 3319899414
Total Pages : 343 pages
Book Rating : 4.3/5 (198 download)

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Book Synopsis The Future of Tourism by : Eduardo Fayos-Solà

Download or read book The Future of Tourism written by Eduardo Fayos-Solà and published by Springer. This book was released on 2018-08-22 with total page 343 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the foundations for the future of tourism in a structured and detailed format. The who-is-who of tourism intelligence has collaborated to present a definitive blueprint for tourism reflecting the role of science, market institutions, and governance in its innovation and sustainability. The book adopts a comprehensive approach, exploring recent research and the latest developments in practice to inform the reader about instruments and actions that can shape a successful future for tourism. Broad in scope, the book incorporates the perspectives of leading tourism academics, as well as the views of tourism entrepreneurs, destination managers, government officials, and civil leaders. The book is divided into three parts, the first of which addresses the scientific facets of innovation, analyzing the challenges and opportunities that technology provides for organic and disruptive developments in tourism, which will shape its future. In turn, the second part examines socio-cultural paradigms – with a view to dismantling traditional barriers to innovation. It also explores the role of heritage and the ethics of inclusiveness as drivers for sustainable tourism. The third part investigates new ways and means in governance and policy making for tourism. It introduces advances such as strategic positioning, symbiotic partnerships, and innovative management, and closes by presenting governance frameworks for an inclusive and sustainable future of tourism.

An Introduction to Online Platforms and Their Role in the Digital Transformation

Author : OECD
Publisher : OECD Publishing
ISBN 13 : 926455954X
Total Pages : 218 pages
Book Rating : 4.2/5 (645 download)

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Book Synopsis An Introduction to Online Platforms and Their Role in the Digital Transformation by : OECD

Download or read book An Introduction to Online Platforms and Their Role in the Digital Transformation written by OECD and published by OECD Publishing. This book was released on 2019-05-13 with total page 218 pages. Available in PDF, EPUB and Kindle. Book excerpt: This report contains detailed profiles of twelve of the world’s leading platform companies and derives insights from those profiles about what platforms actually do, how they do it, and why they succeed financially.