O Marketing Profissional e suas Interfaces: a Valorização da Área de Assessoria
Autor | Juliane Sachser Angnesa - Marlete Beatriz Maçaneiroa - Marcel Luciano Klozovskib - Amelia Ktcky de Limac - Isabelle Zadra Senec |
Cargo | Universidade Estadual do Centro-Oeste, Programa de Mestrado em Administração, PR, Brasil - Universidade Estadual do Centro-Oeste, Programa de Mestrado em Administração, PR, Brasil - Universidade Estadual do Centro-Oeste, Departamento de Administração, PR, Brasil - Universidade Estadual do Centro-Oeste, PR, Brasil - Universidade Estadual do ... |
Páginas | 23-33 |
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UNOPAR Cient., Ciênc. Juríd. Empres., Londrina, v. 16, n. 1, p. 23-33, Mar. 2015.
ANGNES, J.S. et al.
Juliane Sachser Angnesa*; Marlete Beatriz Maçaneiroa; Marcel Luciano Klozovskib; Amelia Ktcky de Limac;
Isabelle Zadra Senec
Resumo
Palavras-chave
Abstract
The professional in the advisory area may promote or resolve conicts depending on how they behave towards daily situations. In this sense,
this article seeks to diagnose which marketing strategies are used by the professionals from the public university. This is a study with a
qualitative approach, conducted through semi-structured individual interviews applied to nine professionals that work as advisors in the
university. Such interviews aimed to examine, from the professionals’ point of view, four aspects directly linked to professional marketing:
ethics and attitude, behavior, communication, and posture. Additionally, document research, observation, literature and daily research were
used as data collection techniques. In turn, the analysis was based on categorizing the interviews with the description of the observations made
in the eld. The results showed that advisors improve their professional knowledge through professional marketing, and have a clear vision
about the professional marketing and its contributions to the individual in the institutional context. It was also observed that these professionals
make use of strategies as courses offered by the institution they belong to, in order to be recognized by their work, and convey a positive image
of the institution and of the advisory area.
KeywordsMarketing Professional. Organizational Advising. Attitude and Work Ethic. Organizational behavior.
O Marketing Prossional e suas Interfaces: a Valorização da Área de Assessoria
Marketing Professional and Interfaces: a Recovery Advisory Area
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1 Introdução
as regras de comportamento, que nos auxiliam a ter uma
o ‘fazer’ e o ‘assessorar’, escolhe ferramentas tecnológicas
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