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标题：INTERNET AND MARKETING MIX: A CASE STUDY IN THE COMPANY RIKA COMIC SHOP
其他标题：INTERNET AND MARKETING MIX: A CASE STUDY IN THE COMPANY RIKA COMIC SHOP
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作者：Luciano Augusto Toledo ; Ricardo Kozesinski
期刊名称：Sistemas Gestão
印刷版ISSN：1980-5160
出版年度：2012
卷号：7
期号：1
页码：23-40
DOI：10.7177/sg.2012.V7.N1.A2
语种：Portuguese
出版社：Universidade Federal Fluminense
摘要：This article discusses the use of a micro-enterprise that operates in the electronic commerce over the internet for comic books old and rare forms of the 4p’s of marketing composto: product, price, square (distribution) and promotion (communication). The first stage of the research consisted of a literature review of topics belonging to research problem and its specific aims, seeking to contextualize and sizing this market in Brazil and worldwide. The research took place in the form of a case study, which was followed proper protocol for this type of research. In the second part was administered an interview with semi-structured questionnaire with the manager of the company aimed to identify how it was operationalized the marketing composto in this niche market. Data obtained by interview were compared with the theory, generating a critical analysis that allowed the identification of similarities and evidence of very special situations. At the conclusion of the research it was found that the evidence in this particular segment in relation to that provided by the bibliography, especially with regard to communication and price.↓Este artigo trata do uso que uma microempresa que atua no comércio eletrônico pela Internet de revistas em quadrinhos antigas e raras faz dos 4P’s do mix de marketing: produto, preço, praça (distribuição) e promoção (comunicação). A primeira etapa da pesquisa consistiu numa revisão bibliográfica dos tópicos aderentes ao problema de pesquisa e aos seus objetivos específicos, procurando contextualizar e dimensionar este mercado no Brasil e no mundo. A pesquisa realizou-se sob a forma de um estudo de caso, onde foi seguido o devido protocolo para este tipo de pesquisa. Na segunda parte foi aplicada uma entrevista com questionário semi-estruturado com o gestor da empresa que objetivou identificar como era operacionalizado o mix de marketing neste nicho de mercado. Os dados obtidos pela entrevista foram confrontados com a teoria, gerando uma análise crítica que permitiu a identificação de convergências e indícios de situações particularidades. Na conclusão do trabalho de pesquisa verificou-se que os indícios de particularidades neste segmento em relação ao previsto pela bibliografia, especialmente no que se refere à comunicação e preço.
其他摘要：This article discusses the use of a micro-enterprise that operates in the electronic commerce over the internet for comic books old and rare forms of the 4p’s of marketing composto: product, price, square (distribution) and promotion (communication). The first stage of the research consisted of a literature review of topics belonging to research problem and its specific aims, seeking to contextualize and sizing this market in Brazil and worldwide. The research took place in the form of a case study, which was followed proper protocol for this type of research. In the second part was administered an interview with semi-structured questionnaire with the manager of the company aimed to identify how it was operationalized the marketing composto in this niche market. Data obtained by interview were compared with the theory, generating a critical analysis that allowed the identification of similarities and evidence of very special situations. At the conclusion of the research it was found that the evidence in this particular segment in relation to that provided by the bibliography, especially with regard to communication and price.
关键词：Marketing;mix de marketing; mercado de nicho; comércio eletrônico;Marketing Composto; Niche Marketing; E-commerce
其他关键词：Marketing Composto; Niche Marketing; E-commerce