A visão para o marketing - o caso de uma pequena empresa do ramo de papelaria

Abstract

Nowaday, “ the marketing” is supposed to be essencial for business sucess. The marketing concepts are directedin order to satisfy customers by offering products and services in a better way. The marketing plays a vital role in survival organizations, considering that the increase of competition has made them change their management approach in search of an efficient way of satisfying their clients. This article is about the marketing view in a small-sized organization on stationery segment. The preference for this area is due to the power marketing has on organizations. The organization in question has some advantages- high quality mix, strategic location and focus on customers- that make it able to attract more and more clients. Some suggestions were given: database investment, team training, better use of information and segmentation. It has been established that the organizations should be open to opportunities and take advantage of them. The marketing view is important by offering organizations useful strategies so that they can face new challenges.