Análise do retorno de investimentos em ações mercadológicas em empresas varejistas do setor de tecnologia da informação

Abstract

The financial crisis that the world is experiencing , it is not hard to think that people have to take care of your finances and know in what and how will better apply their economies . For the business environment, the situation is no different . The competition between companies , increasingly fierce , makes managers better rethink their spending in order to remain competitive in the market . An area of activity that ends up to meet this scenario is the Marketing . In companies not infrequently involves marketing activities perceived as expensive by many who do not fully observe its benefits , such as consumer loyalty toward the brand , the attraction of new clients and enterprise connectivity with stakeholders, significant differences in market when properly used . Investments in Marketing can be expensive and possibly not bring results which financial quantification . However , there are studies that seek to measure this return based on statistical modeling . The return on these investments in marketing actions is the main focus of this work , which seeks to investigate how managers of the retail sector in the business of information technology (IT) treat these applications . TI achieves the most diverse areas of knowledge and is increasingly present in day- to-day organizations . Thus , creating lasting relationships with customers it is necessary and this is one of the marketing tasks . The research will take place through semi - structured interviews with retail managers of IT area , using a previously prepared script , which will allow the interviewer the opportunity to diagnose the actual knowledge of the respondents regarding measurement of investments in marketing and perception of the return that the company observes these disbursements . Thus, it is expected that this study demonstrates how some retailers make the IT industry or not , the analysis of return on investment in marketing and these returns are significant to the organization.