Estratégia de marketing: contribuições para a teoria em marketing

Ana Maria Machado Toaldo and Fernando Bins Luce

RAE - Revista de Administração de Empresas, 2006, vol. 46, issue 4

Abstract: The following paper deals with marketing strategy. Specifi cally, it deals with the development of a theoretical model for marketing strategy formulation and implementation and its contribution to Marketing Theory. The literature about strategy was examined and two strategy making models were used for developing a model presented in this article. Besides combining these two models, an exploratory research was conducted to elaborate an initial structure of an evolutionary model, which was later validated with a group of companies using the results of a Structural Equation Modeling. Analysis of results in this research has shown the signifi cant variables and their connections to build a model of marketing strategy making. This model contributes to the study of marketing strategy because it presents refl ections about formulation and implementation considering several strategy views.

Date: 2006
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