dc.contributor.editor | Díez de Castro, Enrique Carlos | es |
dc.contributor.editor | Brândao, Elísio | es |
dc.creator | Pereira, Luís Martins | es |
dc.creator | Sousa, António João de | es |
dc.creator | Silvério, Marta da Conceição Soares da Silva Cruz | es |
dc.date.accessioned | 2018-11-19T20:10:44Z | |
dc.date.available | 2018-11-19T20:10:44Z | |
dc.date.issued | 2005 | |
dc.identifier.citation | Pereira, L.M., Sousa, A.J.d. y Silvério, M.d.C. (2005). Uma abordagem à função marketing em PME portuguesas: estratégia de outsourcing versus de integração. En Cities in competition. XV Spanish-Portuguese Meeting of Scientific Management (779-794), Sevilla: Universidad de Sevilla. | |
dc.identifier.isbn | 84-96378-10-1 | es |
dc.identifier.uri | https://hdl.handle.net/11441/80376 | |
dc.description.abstract | O objectivo fundamental deste artigo consiste em discutir e perceber os factores de decisão estratégica
que consubstanciam a possibilidade das PME poderem desenvolver a função marketing sem
necessidade da sua integração, recorrendo para isso ao outsourcing. Para o efeito é apresentado o
“estado da arte” sobre o tema. Em complemento lançou-se um inquérito sob a forma de questionário às
PME Excelência do sector do Comércio do distrito de Lisboa.
As conclusões deste trabalho revelam que estas empresas já recorrem parcialmente ao outsourcing de
actividades relacionadas com o marketing, podendo o outsourcing da função marketing constituir uma
opção importante no crescimento e desenvolvimento das PME, colmatando as suas lacunas estruturais,
em termos de know-how e na capacidade de implementação das iniciativas de marketing. | es |
dc.description.abstract | The fundamental objective of this article consists in discussing and understanding the referentials of
strategic decision that consubstantiate the possibility of SME being able to develop the marketing
function without the need for its integration, resorting for that purpose to outsourcing. With that goal
in mind, the state-of-the-art on the theme is presented. As a complement, a mail survey was conducted
with the SME excellence of the commerce sector in the Lisbon district.
The conclusions of this work reveal that these companies already partially resort to outsourcing for
marketing related activities, and that the outsourcing of the marketing function may constitute an
important tool in the growth and development of SME, by resolving their structural gaps, in terms of
know-how and in the ability to implement marketing initiatives. | es |
dc.format | application/pdf | es |
dc.language.iso | por | es |
dc.publisher | Universidad de Sevilla | es |
dc.relation.ispartof | Cities in competition. XV Spanish-Portuguese Meeting of Scientific Management (2005), p 779-794 | |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Internacional | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | Marketing | es |
dc.subject | PME | es |
dc.subject | Outsourcing | es |
dc.subject | Gestão | es |
dc.subject | Estratégia | es |
dc.subject | SME | es |
dc.subject | Management | es |
dc.subject | Strategy | es |
dc.title | Uma abordagem à função marketing em PME portuguesas: estratégia de outsourcing versus de integração | es |
dc.type | info:eu-repo/semantics/conferenceObject | es |
dc.type.version | info:eu-repo/semantics/publishedVersion | es |
dc.rights.accessRights | info:eu-repo/semantics/openAccess | es |
idus.format.extent | 16 p. | es |
dc.publication.initialPage | 779 | es |
dc.publication.endPage | 794 | es |
dc.eventtitle | Cities in competition. XV Spanish-Portuguese Meeting of Scientific Management | es |
dc.eventinstitution | Sevilla | es |
dc.relation.publicationplace | Sevilla | es |