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Master's Dissertation
DOI
10.11606/D.100.2016.tde-10112016-073950
Document
Author
Full name
Gustavo Antonio Freitas de Mendonca
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2015
Supervisor
Committee
Pereira, Carlos de Brito (President)
Finotti, Marcelo Abib
Mendizabal Alvarez, Francisco Javier Sebastian
Title in Portuguese
Fundamentos de marketing e emergência estratégica em competição varejista
Keywords in Portuguese
Comércio
Estratégia
Marketing
Sistemas complexos
Varejo
Abstract in Portuguese
O ambiente de mercado contempla diversas influências econômicas, empresariais e sociais e pode ser entendida a partir do comércio, atividade que representa o fluxo de produção e recursos entre fornecedores e consumidores. A área de Sistemas Complexos oferece uma abordagem de estudo que possibilita um aprofundamento da compreensão dos mecanismos de interação que determinam a competitividade de mercado, alem de proporcionar uma avaliação interdisciplinar das condições adequadas para o funcionamento da atividade varejista. São retomados trabalhos clássicos de Sistemas Complexos para discutir as possibilidades de estudos interdisciplinares na área de marketing e estratégia. Este trabalho relaciona os fundamentos do marketing área de estudo diretamente relacionada com a origem do conceito de mercado com princípios de emergência estratégica, abordados pela área de sistemas complexos. A dissertação também apresenta um modelo de agentes desenvolvido para o estudo de princípios econômicos como exemplo de instrumento para análise de competitividade empresarial e influência no comportamento do consumidor através de estratégias de marketing aplicadas ao varejo
Title in English
Marketing fundamentals and strategic emergency in retail competition
Keywords in English
Complex systems
Marketing
Retail
Strategy
Trade
Abstract in English
The market environment offers numerous economic, business and social influences and can be understood from the trade, which is the intermediation between production flow and consumers. Complex Systems offers a study approach that allows for a deeper understanding of the interaction mechanisms that determine market competitiveness, in addition to providing an interdisciplinary assessment of appropriate conditions for the operation of retail activity. Classic works of Complex Systems are taken to discuss the possibilities of interdisciplinary studies in marketing and strategy. This work relates the marketing fundamentals study area directly related to the origin of market concept with principles of strategic emergency, covered by Complex Systems. This dissertation also presents a model of agents developed for economical principles studies as a tool to analyze competition between companies and influence on consumer behavior through marketing strategies applied to retail
 
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Publishing Date
2016-11-28
 
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