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PROPOSTA DE MODELO DE REFERÊNCIA PARA UTILIZAÇÃO DA INTERNET DAS COISAS COMO SUPORTE À ESTRATÉGIA DE MARKETING

Marques, Rafael; Armellini, Fabiano;

Poster:

Agregar valor à seus negócios, é o que buscam empresas do mundo inteiro através do aumento da eficiência das atividades de marketing. A tendência abrange quase todos os setores, as decisões comerciais são tomadas a partir da percepção do mercado pelas empresas e de como devem usar essas informações para melhorar seus limites competitivos. Neste trabalho é definido o modelo genérico de estratégia de marketing que será aqui chamado de “marketing mix”. Em seguida, são apresentados os diversos elementos IoT existentes e suas aplicações, seguido do o modelo de referência de IoT (Internet of Things) CISCO, com uma lista representativa de amplos fluxos de aparelhos, interações e tratamentos de dados que fornecem uma perspectiva sobre a divisão do campo de atuação da IoT. Em terceiro lugar é exposto um quadro de referência do potencial e localização da IoT para o marketing mix e como se dá o fluxo de transferência de informações do marketing mix no contexto da IoT. Com base na perspectiva da capacidade organizacional, este trabalho objetiva propor um modelo de referência que identifica e classifica as tecnologias de IoT, de forma a servir como ferramenta de suporte para uma estratégia de marketing, e ajudar na tomada de decisões gerenciais na adoção da correta tecnologia IoT. Finalmente, conclui-se com a sugestão de diversas problemáticas e contextos a serem abordados na pesquisa em curso.

Poster:

Palavras-chave: Internet of things, mix marketing, marketing em serviços, IoT, ferramenta de suporte ao marketing, marketing estratégico, Internet das coisas,

Palavras-chave:

DOI: 10.5151/cbgdp2017-028

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Como citar:

Marques, Rafael; Armellini, Fabiano; "PROPOSTA DE MODELO DE REFERÊNCIA PARA UTILIZAÇÃO DA INTERNET DAS COISAS COMO SUPORTE À ESTRATÉGIA DE MARKETING", p. 271-289 . In: . São Paulo: Blucher, 2017.
ISSN 2318-6968, DOI 10.5151/cbgdp2017-028

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