Notas críticas acerca das Estruturas Organizacionais Competitivas
DOI:
https://doi.org/10.24883/IberoamericanIC.v7i1.202Keywords:
Estrutura organizacional competitiva, planejamento de marketing, estratégiasAbstract
O presente artigo propõe-se a analisar e estudar o planejamento de marketing no contexto de estrutura organizacionais. O trabalho foi estruturado sob a modalidade de ensaio, e compõe-se de uma revisão do referencial teórico, mediante uma análise conceitual crítica de alguns aspectos pertinentes ao tema. Foram tratadas questões em torno da diferença entre os diversos níveis estratégicos, como a formulação de estratégias corporativas, competitivas e funcionais, além de situar as atividades de planejamento de marketing dentro da hierarquização estrutural das empresas. Por fim, é realizada uma reflexão e levantamento de questões adjacentes ao planejamento de marketing, estratégias e estruturas organizacionais.Downloads
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