000			02264nam a2200229 4500
003			OSt
005			20240404142553.0
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022			_a2333-6080
100			_aLuciana Faluba Damázio, João Luiz Soares, Helena Belintani Shigaki, Carlos Alberto Gonçalves _938820
245			_aContemporary Marketing Management: Under a Brazilian executive perspective
260			_aUSA _bAmerican Research Institute for Policy Development _cJanuary 2023
300			_a105-119
520			_aBrazil has the seventh largest economy in the world, representing a lot in terms of generation of products and services for the domestic and world market alike. Given this economic context, the functions of marketing have become noticeable in their varied functional and strategic dimensions, which encourage the search for new approaches to it, as far as competition is concerned. Based on this supposition, the current article aims at proposing a novel theory concerning Contemporary Marketing Management, an empirical approach built on narratives of specialists. The present study adopted the qualitative approach as well as interpretation of narratives, collected in 16 semi-structured interviews with marketing executives working in large companies countrywide. In the data analysis, elements of Grounded Theory and Qualitative Content Analysis were utilised. The work was concluded with the identification of six constructs and their causal relations, which was coined as Marketing Contemporary Network. The examination of this network provides the management with an important contribution in the form of perceptual consensus map, which is useful when it comes to the adoption and allocation of the companies‘ resources in search of higher levels of maturity, best practices in marketing and competitiveness in this functional dimension, namely Contemporary Marketing.
650			_aMarketing strategy
650			_aContemporary management _938821
650			_aMarketing dynamics _938822
650			_aExecutives _938823
650			_aGrounded theory _938824
773	0		_053912 _982688 _aAmerican Research Institute _dAmerican Research Institute 2022 _o55513557 _tJournal of Marketing Management _z2333-6080
942			_2ddc _cJ/P
999			_c54897 _d54897