Administração Estratégica de Marketing...

Administração Estratégica de Marketing

Ementa: Marketing como processo do negócio. Marketing e Fluxo de caixa da firma. Marketing e Valor da Firma. Economia da Informação. Recursos Transacionais e Recursos Estratégicos de Mercado. Análise do ambiente competitivo. Segmentação de Mercado. Estratégia de Marketing. Plano de Marketing. Mix de Marketing. Estratégias de Preço. Teoria do Compromisso-Confiança e Marketing de Relacionamento. Marketing de Serviços. Métricas de Marketing. Bibliografia: SRIVASTAVA, R. K.; SHERVANI, T. A.; FAHEY, L. Market-based assets and shareholder value: A framework for analysis. Journal of Marketing, v. 62 (1), p. 2-18, 1998. O’CASS, A.; VOOLA, R. Explications of political market orientation and political brand orientation using the resource-based view of the political party, Journal of Marketing Management, v. 27(5-6), p.627-645, 2001. THEYSOHN, S.; KLEIN, K.; VÖLCKNER, F.; SPANN, M. Dual effect-based market segmentation and price optimization. Journal of Business Research, xxx ,xxx–xxx, 2011. SHAPIRO, B P. Price reliance: existence and sources. Journal of Marketing Research, v. X (August), p. 286-94, 1973. MORGAN, N. A. Marketing and business performance. J. of the Acad. Mark. Sci., v. 40, p.102–119, 2012.

Referências complementares: BAKER, M. J. Administração de Marketing. Rio de Janeiro: Elsevier, 2005. (Cap. 10 – Segmentação de Mercado). BAKER, M. J. Administração de Marketing. Rio de Janeiro: Elsevier, 2005. (Cap. 10 – Segmentação de Mercado; Cap. 11 – Gerenciamento do marketing). BAKER, M. J. Administração de Marketing. Rio de Janeiro: Elsevier, 2005. (Cap. 13 – Determinação de preços) BAKER, M. J. Administração de Marketing. Rio de Janeiro: Elsevier, 2005. (Cap. 20 – Controle do marketing e medição da eficácia do marketing) RINDFLEISCH, A.; HEIDE, J. B. Transaction Cost Analysis: Past, Present, and Future Applications Journal of Marketing, v. 61, p.30-54, 1997. JOHN, G.; REVE, T. Transaction Cost Analysis in Marketing: Looking Back, Moving Forward. Journal of Retailing, v. 86 (3), p. 248-256, 2010. WILLIAMSON, O.; GHANI, T. Transaction cost economics and its uses in marketing. J. of the Acad. Mark. Sci., v. 40, p. 74-85, 2012. RESE, M. Relationship marketing and customer satisfaction: An information economics perspective. Marketing Theory, v. 3(1), p. 97-117, 2003. TAYLOR-WEST, P.; REED, H. F. G.; S.; LOUGHBOROUGH, J. S. Familiarity, expertise and involvement: key consumer segmentation factors. Journal of Consumer Marketing v. 25(6), p. 361–368, 2008.

SMITH, W. R. Product differentiation and market segmentation as alternative marketing strategies. The journal of marketing, July 1956. AVLONITIS, G. J.; INDOUNAS, K. A. Pricing objectives and pricing methods in the services sector The Journal of Services Marketing, v. 19(1), p. 47-57, 2005. BAKER, M. J. Administração de Marketing. Rio de Janeiro: Elsevier, 2005. (Cap. 3 – Marketing de Relacionamento) ANDREWS, M. L., BENEDICKTUS, R. L.; BRADY, M. K. The effect of incentives on customer evaluations of service bundles. Journal of Business Research, 63, p. 71–76, 2010. PARASURAMAN, A.; ZEITHAML, V.A.; BERRY, L.L. A conceptual model of service quality and its implications for future research. Journal of Marketing, V. 49(Fall), p.41-50, 1985. PARASURAMAN, A.; ZEITHAML V. A.; BERRY, L. L. Servqual: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), p.12-40, 1985. LOPES, E.L., HERNANDEZ, J.M.C., & Nohara, J.J. Escalas Concorrentes para Mensuração da Qualidade Percebida: uma Comparação entre a SERVQUAL e a RSQ. Revista de Administração de Empresas, 4(49), p. 401-416, 2009. SRINIVASAN, S.; HANSSENS, D. M. Marketing and Firm Value: Metrics, Methods, Findings, and Future Directions. Journal of Marketing Research, v. XLVI (June), p. 293–312, 2009.