INTELIGÊNCIA MARKETING: O CASO HBSA
DOI:
https://doi.org/10.24883/IberoamericanIC.v9i1.297Keywords:
inteligência marketing, marketing, logísticaAbstract
Resumo: O presente trabalho se apresenta sob a modalidade de pesquisa exploratória qualitativa e como método foi utilizado o método do estudo de caso. O fenômeno estudado é a atividade de inteligência de marketing sob a perspectiva da empresa HBSA. Como resultado de estudo verificou-se que as atividades de inteligência de marketing ocorrem informalmente nas diversas unidades de negócios. Foi observado que uma série de ações relativas a estudos de cenários e oportunidades de mercado são realizada na empresa, configurando a presença de atividades de inteligência de marketing. Atividades que auxiliam a estruturação de decisões de mercado.
Palavras-chaves: Inteligência Marketing, Marketing, Logística.
Abstract: The present work is presented under the modality of qualitative exploratory research and as method was used the method of the case study. The phenomenon studied is the activity of marketing intelligence from the perspective of the HBSA company. As a result of the study, it was found that marketing intelligence activities occur informally in the various business units. It was observed that a series of actions regarding scenarios studies and market opportunities are carried out in the company, configuring the presence of marketing intelligence activities. Activities that help the market decisions structuring.
Keywords: Marketing Intelligence, Marketing, Logistics.
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