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Marketing I

Ementa: 1. O conceito de Marketing. Marketing Crítico. 2. Estratégia de Marketing. 3. Marketing e valor para o cliente. Satisfação, valor e fidelidade do cliente. 4. Comportamento do Consumidor e Pesquisa de Mercado. 5. Produto. Lançamento de Produtos. Marcas e Brand Equity. 6. Preço. 7. Canais de Distribuição, Atacado e Varejo. 8. Comunicação Integrada de Marketing e Marketing Digital.

 

Bibliografia

BADOT, O.; COVA, B. The myopia of new marketing panaceas: the case for rebuilding our discipline - Journal of Marketing Management, Volume 24, N. 1-2, Fevereiro, pp. 205-219(15) (2008)

CAMPOMAR, MC; IKEDA, AA. Reflexões sobre o papel da segmentação e do posicionamento no plano operacional de marketing. Reflections upon the role of segmentation and positioning in the operational marketing plan. Revista FSA. 11, 1, 1-23, Jan. 2014.

CAPATINA, G. DRAGHESCU, F. Success Factors of New Product Launch: The Case of iPhone Launch. International Journal of Economics and Finance; Vol. 7, No. 5; 2015

CONSOLI, M. ; FAVA NEVES, M. custos dos fluxos de marketing: casos de empresas utilizando uma ferramenta de análise da captura de valor nos canais de distribuição RAM. Revista de Administração Mackenzie, vol. 8, núm. 3, pp. 77-103, 2007.

CRESCITELLI, E. Métricas de comunicação de marketing offline e online. Revista FSA, Teresina, v. 10, n. 2, art. 1, pp. 01-25, Abr./Jun. 2013

DOLAN ; GOURVILLE, Principles of Pricing, HBR, 2009.

HOLT, D., Brands and Branding, HBR,2003.

HAUSER, J.; TELLIS, GJ; GRIFFIN, A. Research on innovation: A review and agenda for marketing science. Marketing Science 25 (6), 687-717. 2006

LAMBERTON, C.; STEPHEN, A. A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing: November 2016, Vol. 80, No. 6, pp. 146-172. 2016

LEVITT, Theodore. Miopia em Marketing. Harvard Business Review, Jul/Ago 1960.

RIGBY, The future of shopping, HBR, 2011.

RODRIGUES, D.; GASPAR, F.; LOPES, J. O novo paradigma do marketing na Web Social. Lusíada. Economia & empresa. S. 2, n. 15. - p. 11-41, 2012

OPREANA, A.; VINEREAN, S. A New Development in Online Marketing: Introducing Digital Inbound Marketing. Expert Journal of Marketing, Volume 3, Issue 1, pp.29-34, 2015

PORTER,M.; Kramer, MR. Creating Shared value, HBR, 2011

QUINN, L; DIBB, S.; SIMKIN, L.; CANHOTO, A.; ANALOGBEI, M. Troubled waters: the transformation of marketing in a digital world. European Journal of Marketing 50:12 , 2103-2133. 2016

RANGAN, CHU e PETKOSKI – Segmentando a base da pirâmide – HBR, p. 81-85, out. 2011.

YANKELOVICH, D. MEER, D. Market Segmentation, Target Market Selection and Positioning. HBS, 2006.

WATSON G WORM S GANESAN S. The Evolution of Marketing Channels: Trends and Research Directions. Journal of Retailing vol: 91 (4) pp: 546-568. 2015.

ZHANG, JZ; et al. Dynamic Relationship Marketing. Journal of Marketing. 80, 5, 53-90, Sept. 2016.