Estratégia de marketing: contribuições para a teoria em marketing

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Ana Maria Machado Toaldo
Fernando Bins Luce


The following paper deals with marketing strategy. Specifi cally, it deals with the development of a theoretical model for marketing strategy formulation and implementation and its contribution to Marketing Theory. The literature about strategy was examined and two strategy making models were used for developing a model presented in this article. Besides combining these two models, an exploratory research was conducted to elaborate an initial structure of an evolutionary model, which was later validated with a group of companies using the results of a Structural Equation Modeling. Analysis of results in this research has shown the signifi cant variables and their connections to build a model of marketing strategy making. This model contributes to the study of marketing strategy because it presents refl ections about formulation and implementation considering several strategy views.


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TOALDO, A. M. M.; LUCE, F. B. Estratégia de marketing: contribuições para a teoria em marketing. RAE - Revista de Administracao de Empresas , [S. l.], v. 46, n. 4, p. 25–35, 2006. Disponível em: Acesso em: 20 jul. 2024.