التفاصيل البيبلوغرافية
| العنوان: |
O marketing sensorial e os panoramas de equivalências na área de secretariado executivo. (Portuguese) |
| Alternate Title: |
Sensory marketing and overviews of equivalences in the executive secretary field. (English) |
| المؤلفون: |
da Silva Nascimento, Victor, Pontes Machado, Suelen, Rocha, Carla Marlana |
| المصدر: |
Revista Expectativa; jul-set2023, Vol. 22 Issue 3, p42-68, 27p |
| مصطلحات موضوعية: |
CAREER development, SENSE organs, MARKETING executives, BRANDING (Marketing), MARKETING strategy |
| Abstract (English): |
The current transformation within the market context discloses how important the approach to new marketing strategies is in order to supply new demands. In that context, sensory marketing is emphasized as a thriving market strategy which the basis is deeply linked to the sensory organs and also to the particular sensitivity of the human mind. Considering this theoretical aspect, similarities were analyzed in what concerns the relation between sensory marketing and the field of executive secretariat. In addition, this research aimed to identify how this relation can be assimilated and perceived by these professionals into their daily routines of work in the area. This study follows a qualitative, descriptive and explanatory approach, in which six graduated professionals of the executive secretariat area conducted a field research. The results show that the sensory marketing is integrated into the secretarial routines of work and their aims at bringing pleasurable and involving experiences to the customers. Secretaries consider sensory marketing as something essential for a brand to achieve success. However, the concepts related to this area are not widely explored during the professional performance of those individuals who work in this area. Therefore, sensory marketing and executive secretariat play equally important roles by helping to develop qualifications and professional growth. Certainly, it derives from the relation between the exchange of knowledge provided by the interaction between these two areas. [ABSTRACT FROM AUTHOR] |
| Abstract (Portuguese): |
As constantes transformações no contexto mercadológico revelam a importância de abordagens comerciais eficazes que correspondam às novas demandas. Nesse prisma, o marketing sensorial é destacado como uma estratégia de negócio promissora, uma vez que se fundamenta nos órgãos dos sentidos e nas subjetividades da mente humana. Frente a uma sondagem teórica, foram observados aspectos de afinidade entre o marketing sensorial e o secretariado executivo, despertando o interesse em explorar mais a fundo a sinergia entre os domínios. Definiu-se como objetivo geral identificar as percepções dos profissionais de secretariado executivo a respeito do marketing sensorial e como o incorporam em seus cotidianos de trabalho. O estudo utiliza a metodologia qualitativa, descritiva e explicativa, conduzindo uma pesquisa de campo com seis profissionais graduados no curso de bacharel em secretariado executivo. Os resultados indicam que o marketing sensorial está integrado às rotinas de trabalho dos secretários diante de estratégias que visam oferecer experiências satisfatórias e envolventes aos consumidores. Os secretários consideram o marketing sensorial como elementar para o sucesso de uma marca. No entanto, os conceitos relativos a esse segmento ainda são introdutórios nas realidades dos profissionais. O marketing sensorial e o secretariado executivo manifestam panoramas de equivalências, oportunizando o fortalecimento profissional dos secretários mediante a interseção de conhecimentos entre as duas áreas. [ABSTRACT FROM AUTHOR] |
|
Copyright of Revista Expectativa is the property of Revista Expectativa and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| قاعدة البيانات: |
Complementary Index |
Full Text Finder