Prácticas de gestión de marketing multicanal: estudio en al por menor de bienes de consumo

Autores/as

  • Aline Silva Autran de Morais ESPM/Sul e UniRitter
  • Aléssio Bessa Sarquis UNISUL, Florianópolis
  • Edson Roberto Scharf FURB, Blumenau
  • Jacir L. Casagrande UNISUL, Florianópolis

DOI:

https://doi.org/10.19094/contextus.v16i3.39905

Palabras clave:

marketing, venta al por menor, multicanal, integración, rendimiento.

Resumen

Las prácticas de marketing multicanal se intensificaron en el sector minorista, causando beneficios y desafíos para los comerciantes. El estudio analizó la gestión de marketing multicanal de los minoristas de bienes de consumo en la región Grande Florianópolis/SC, Brasil. Los datos fueron recolectados a través de cuestionario autoadministrado y analizados por técnicas estadísticas. Los resultados mostraron que el marketing multicanal es reciente y utiliza múltiples canales on-line. Las prácticas más utilizadas son: gestión de la satisfacción del cliente, comercialización visual, cartera de productos/marcas, gestión de las relaciones con los clientes y supervisión de redes sociales/Internet. Se identificaron diferencias estadísticas significativas en las prácticas de promoción/ventas, alianzas/asociaciones e integración de políticas de productos y precios, dependiendo del tamaño del minorista. Se reveló la existencia de cuatro grupos de minoristas multicanal: “pioneros”, “experimentados”, “menos experimentados” y “rezagados”. El estudio contribuyó a aumentar el conocimiento sobre el tema desde la perspectiva de los minoristas y a identificar diferencias estadísticas en las prácticas de gestión de marketing multicanal según el tamaño y los clústeres en la región estudiada.

Biografía del autor/a

Aline Silva Autran de Morais, ESPM/Sul e UniRitter

Mestre em Administração – UNISUL, Florianópolis, Brasil

Professora de graduação – ESPM/Sul e UniRitter, Porto Alegre, Brasil

Aléssio Bessa Sarquis, UNISUL, Florianópolis

Doutor em Administração – USP, São Paulo, Brasil

Professor do Programa de Pós-Graduação em Administração – UNISUL, Florianópolis, Brasil

Edson Roberto Scharf, FURB, Blumenau

Doutor em Engenharia e Gestão do Conhecimento – UFSC, Florianópolis, Brasil

Professor do Programa de Pós-Graduação em Administração – FURB, Blumenau, Brasil

Jacir L. Casagrande, UNISUL, Florianópolis

Doutor em Engenharia de Produção – UFSC, Florianópolis, Brasil

Professor do Programa de Pós-Graduação em Administração – UNISUL, Florianópolis, Brasil

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Publicado

2018-12-12

Cómo citar

de Morais, A. S. A., Sarquis, A. B., Scharf, E. R., & Casagrande, J. L. (2018). Prácticas de gestión de marketing multicanal: estudio en al por menor de bienes de consumo. Contextus – Revista Contemporánea De Economía Y Gestión, 16(3), 66–100. https://doi.org/10.19094/contextus.v16i3.39905

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