Processo de tomada de decisão em marketing: um estudo exploratório comparativo em empresas industriais na grande São Paulo

• Ano de defesa: 2007
• Autor(a) principal: Silva, Helder Haddad Carneiro da
• Orientador(a): Las Casas, Alexandre Luzzi
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Tomada de decisao; Processo decisorio; marketing; Inteligência de marketing; Marketing > Processo decisorio
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/1207

The objective of this dissertation is to evaluate how the marketing decision process is conducted within industrial companies at São Paulo´s metropolitan region and for such task it is divided into four chapters. The first chapter establishes the problem definition to be studied, research objectives and the adopted methodology. The study of multiple - medium and large - national and foreign companies cases was taken intermediated by a qualitative research. For the data collection, three in-depth interviews were held with marketing directors or company owners, responsible for the decision-making of the companies selected for the study, aiming to outline the process adopted for the decision-making in marketing, and therefore, establishing a comparative basis amongst the decision-making processes of these companies. The second chapter concerns data concepts, information and knowledge, inserted on the theoretic referential of the decision-making process of companies. The chapter also discourses about the decision-making in organizations, tracing a theoretical scenery about the theme, as well as it accentuates the absence of specific theory to be applied to the decision-making process in marketing. Last, an approach is taken towards the Marketing Information System, for its relevance in Marketing Administration subjects and the decision-making process of marketing professionals. The third chapter accomplishes a study of multiple cases, with three companies that demonstrated availability to participate of the in-depth interviews, to know: Acrimet (Stationer´s and Office Material Industry), Spraying Systems (Systems of Pulverization Industry) and Rhodia (Chemical Industry), all classified as belonging to the profile defined on the methodology applied to the study. The conclusion of the study argues that the decision-making process derives mainly from the implicit knowledge of the decision-maker, who has an outstanding and strongly influent role on the analysis and diffusion of information generated by the Marketing Information System