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Modelo de processo de diagnóstico mercadológico para organizações de serviços de pequeno e médio portes

Author(s): Aléssio Bessa Sarquis | Nádia Kassouf Pizzinatto

Journal: Revista de Negócios
ISSN 1980-4431

Volume: 18;
Issue: 2;
Start page: 81;
Date: 2013;
Original page

Keywords: planejamento de marketing | diagnóstico mercadológico | modelo de diagnóstico.

The article discusses the diagnosis as stage of marketing planning and has proposed an model of development for small and medium size services organizations. This model was produced from an exploratory study on secondary data derived from research literature, guidance of academic papers and action research by the authors' participation in marketing diagnostic procedures in services industry. In the construction of the proposed model, the study sought to deepen, connect and put in the logical sequence of implementation activities/components of the marketing diagnostic process, especially considering the theoretical contributions surveyed. Finally, the article presents managerial implications in the application of the model and suggestions for future studies.
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