Práticas Contemporâneas de Marketing: O Caso de Pequenas Empresas de Confecção de Vestuários

Jackson Cittadin; Aléssio Bessa Sarquis; Ricardo Limongi França Coelho; Nadia Kassouf Pizzinatto

doi:10.14211/regepe.v9i3.1547

Authors

Jackson Cittadin Faculdade Senac Criciúma (SENAC), Santa Catarina https://orcid.org/0000-0001-6466-5464
Aléssio Bessa Sarquis Universidade do Sul de Santa Catarina - UNISUL http://orcid.org/0000-0001-9690-0510
Ricardo Limongi França Coelho Universidade Federal de Goiás - UFG https://orcid.org/0000-0003-3231-7515
Nadia Kassouf Pizzinatto Universidade Metodista de Piracicaba - UNIMEP https://orcid.org/0000-0003-1598-6231

DOI:

https://doi.org/10.14211/regepe.v9i3.1547

Keywords:

Contemporary marketing practices, Digital marketing, Interactive marketing, Network marketing, Small business

Abstract

Objective: to analyze small clothing manufacturing companies and the use of contemporary marketing practices in the dimensions of interactive marketing, digital marketing and network marketing.

Methodology: the study is qualitative, descriptive and has multiple cases, and it is conducted through semi-structured interviews, documentary surveys and direct observation.

Main results: the small clothing manufacturing company uses interaction marketing practices, network marketing and mainly digital marketing, including some planning, performance evaluation, and intensity, varying according to the entrepreneurial orientation and market orientation.

Theoretical/methodological contributions: discussion of contemporary marketing practices, in the context of small clothing manufacturing companies, and formulation of new research proposals.

Relevance/originality: studies on the theme of contemporary marketing practices are concentrated in the context of large companies, thus, this study discusses practices in the Brazilian context, small business, and manufactured goods.

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Author Biographies

Jackson Cittadin, Faculdade Senac Criciúma (SENAC), Santa Catarina

Mestre em Administração pela Universidade do Sul de Santa Catarina - UNISUL, Santa Catarina, Brasil. Professor da Faculdade Senac Criciúma - SENAC, Santa Catarina. Gerente de Marketing/Comercial da Imbraforte Blindados.

Aléssio Bessa Sarquis, Universidade do Sul de Santa Catarina - UNISUL

Doutor em Administração pela Faculdade de Economia, Administração, Contabilidade e Atuária na Universidade de São Paulo - FEA/USP, São Paulo, Brasil. Professor do Programa de Pós-Graduação Mestrado em Administração (PPGA) da Universidade do Sul de Santa Catarina - UNISUL, Santa Catarina – Brasil.

Ricardo Limongi França Coelho, Universidade Federal de Goiás - UFG

Doutor em Administração pela Escola de Administração de Empresas de São Paulo da Fundação Getúlio Vargas -EAESP/FGV, São Paulo, Brasil. Professor do Programa de Pós-Graduação Mestrado em Administração (PPGADM) da Universidade Federal de Goiás - UFG, Goiás.

Nadia Kassouf Pizzinatto, Universidade Metodista de Piracicaba - UNIMEP

Doutora em Administração pela Escola de Administração de Empresas de São Paulo da Fundação Getúlio Vargas EAESP/FGV, São Paulo, Brasil. Professora do Programa de Pós-graduação em Administração (PPGA) da Universidade Metodista de Piracicaba - UNIMEP, São Paulo.

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