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Authors
Abstract(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.
Description
Mestrado em Marketing Research.
Keywords
Marketing Transacional e-Marketing Base de dados Interação Rede Exportação
Citation
Publisher
Instituto Politécnico de Viseu. Escola Superior de Tecnologia e Gestão de Viseu