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Autores
Orientador(es)
Resumo(s)
Este estudo analisa a utilização das práticas de marketing das empresas exportadoras portuguesas, mais concretamente a utilização do e-marketing por parte destas empresas e a sua performance de exportação. O estudo utiliza o modelo conceptual desenvolvido por Coviello, Milley, & Marcolin (2001) para analisar cinco práticas de marketing em contexto de exportação, designadamente o marketing transacional, o marketing de base de dados, o emarketing, o marketing de interação e o marketing de rede. Os resultados obtidos permitem concluir que as empresas usam as cinco práticas de marketing. Contudo, as mais utilizadas são o marketing de interação, o marketing de rede, e o marketing de base de dados. O eMarketing possui um índice de utilização abaixo das restantes práticas de marketing. O estudo permitiu também identificar associações entre as práticas de marketing e os indicadores de performance de exportação e com as variáveis de ambiente competitivo.
ABSTRACT: This study examines the use of marketing practices of Portuguese export companies, specifically the use of e-marketing by these companies and their export performance. The study uses the conceptual model developed by Coviello, Milley, & Marcolin (2001) to analyse five marketing practices in the context of export, namely the transactional marketing, marketing database, e-marketing, marketing interaction and network marketing. The results indicate that companies use the five marketing practices. However, the most used are interactive marketing, network marketing, and databased marketing. The e-Marketing has a utilization rate below other marketing practices. The study also identified associations between marketing practices and indicators of export performance and with competitive environment variables.
ABSTRACT: This study examines the use of marketing practices of Portuguese export companies, specifically the use of e-marketing by these companies and their export performance. The study uses the conceptual model developed by Coviello, Milley, & Marcolin (2001) to analyse five marketing practices in the context of export, namely the transactional marketing, marketing database, e-marketing, marketing interaction and network marketing. The results indicate that companies use the five marketing practices. However, the most used are interactive marketing, network marketing, and databased marketing. The e-Marketing has a utilization rate below other marketing practices. The study also identified associations between marketing practices and indicators of export performance and with competitive environment variables.
Descrição
Mestrado em Marketing Research.
Palavras-chave
Marketing Transacional e-Marketing Base de dados Interação Rede Exportação
Contexto Educativo
Citação
Editora
Instituto Politécnico de Viseu. Escola Superior de Tecnologia e Gestão de Viseu