文章基本信息

标题：Marketing, Brand and Financial Performance: Feedback in Decision Making / Marketing, Marca e Desempenho Financeiro: Feedback na Tomada de Decisão
本地全文：下载
作者：Arnaldo Di Petta ; Renato Ribeiro Nogueira Ferraz
期刊名称：Revista FSA
印刷版ISSN：1806-6356
电子版ISSN：2317-2983
出版年度：2019
卷号：16
期号：5
页码：3-16
DOI：10.12819/2019.16.5.1
出版社：Faculdade Santo Agostinho
摘要：The brand, one of the most company’s valuable intangible assets, is based on credibility and consolidated by market indicators. Business leaders and researchers in marketing have been studying brand consolidation, dealing with its concepts and components, as well as the respective managerial actions measured by financial performance. Thus, the use of the feedback provided by these results can influence the process of taking new actions required for brand’s success. This paper explored the use of feedback to convert results from market into organization knowledge. Through a literature review, it was possible to understand the adequacy of the use of feedback for brand management in companies of different sizes. It contributes for researchers in Marketing and for business leaders, to evaluate and adapt the learning process in their companies and thus, adequate the decision making process to take actions to consolidate their brands, according to the results emerging from the market.
关键词：Branding;Desempenho Financeiro;Tomada de Decisão;Ações Estratégicas;Feedback.