PLANEJAMENTO ESTRATÉGICO E GESTÃO DE MARKETING: DIFERENTES VISÕES DA TEORIA E DA PRÁTICA
Journal Title: Revista Competência - Year 2011, Vol 4, Issue 2
Abstract
Th e aim of this paper is to present diff erent point of views of executives of strategic planning and marketing management on the current situation of these areas within companies. Some theories of these fi elds of study are discussed from a relativistic approach and knowledge acquired by experience, academic background and professional experiences of the authors. Th e fundamental question is whether these proposed areas integrate, subordinate, overlap or oppose, considering the practice in companies today. Th e origins, roles, responsibilities, division of territories, contradictions and expectations of these areas are also investigated, as well as the consequences and outcomes for organizations, involving games of corporate politics, disputes over power and recognition.
Authors and Affiliations
Jose Mauro Nunes Joni Doval Raugust Daniel Lopez
Keywords
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- EP ID EP677175
- DOI https://doi.org/10.24936/2177-4986.v4n2.2011.78
- Views 239
- Downloads 0
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