Gestão da informação e Marketing: uma investigação bibliográfica interdisciplinar

• Ano de defesa: 2022
• Autor(a) principal: Brito, Felipe Araújo Pereira de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal do Rio Grande do Norte; Brasil; UFRN; PROGRAMA DE PÓS-GRADUAÇÃO EM GESTÃO DA INFORMAÇÃO E DO CONHECIMENTO - PPGIC
• Palavras-chave em Português: Marketing; Gestão da informação; Plano de gestão da informação; Marketing digital; CNPQ::CIENCIAS SOCIAIS APLICADAS
• Link de acesso: https://repositorio.ufrn.br/handle/123456789/49770

In the so-called “Age of Knowledge”, information has become one of the main inputs for institutions that seek success. In this context, Information Management (IM) and Strategic Communication are important practices for achieving institutional objectives of any company or organization. Therefore, this research has the general objective to analyzing how the possible thematic convergence between Information Management and Marketing occurs. From the methodological point of view, the characterization of this work is exploratory, whose approach is the inductive method. This work also carried out bibliographic research about IM and Marketing; selected scientific works that approach both areas; synthesized and presented research findings; drew inferences about the research results and, finally, prepared a proposal for an IM plan aimed at Marketing. The work also makes use of IM models validated by authors in the area and considers particularities of Marketing, especially Information Marketing. At the end of the work, conclusions were also made about the main points discussed here, as well as possible developments of this research.