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Abstract(s)
O avanço tecnológico obrigou a que o tecido empresarial se reinventasse e se adaptasse a novas ferramentas e formas de gestão. Os consumidores revelam-se mais críticos, esclarecidos e exigentes com as marcas (que também elas se multiplicam e se
tornam difíceis de quantificar) que anseiam por notoriedade e reconhecimento. O fluxo
de informação intensificou-se e os aparelhos eletrónicos tornaram-se imprescindíveis
para as pessoas e multiplicam-se as formas de comunicar com os públicos-alvo e o
Marketing torna-se num dos pilares estratégicos para as empresas. Através do presente
estudo, pretende-se avaliar a influência do mundo digital na estratégia da empresa KICKS
e o impacto do Departamento de Marketing em plena Era Digital.
Technological advances have forced the business fabric to reinvent itself and adapt to new tools and forms of management. Consumers are more obliged, enlightened and demanding with the brands (which also multiply and become adequate to quantify) who crave notoriety and recognition. The flow of information has intensified and electronic devices have become essential for people and multiply as ways of communicating with target audiences and Marketing becomes one of the strategic pillars for companies. Through this study, we intend to evaluate the impact of digital world on the strategy of the company KICKS and the impact of the Marketing Department in the middle of the Digital Age.
Technological advances have forced the business fabric to reinvent itself and adapt to new tools and forms of management. Consumers are more obliged, enlightened and demanding with the brands (which also multiply and become adequate to quantify) who crave notoriety and recognition. The flow of information has intensified and electronic devices have become essential for people and multiply as ways of communicating with target audiences and Marketing becomes one of the strategic pillars for companies. Through this study, we intend to evaluate the impact of digital world on the strategy of the company KICKS and the impact of the Marketing Department in the middle of the Digital Age.
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Keywords
Gestão Tecnologia Estratégia Omnicanal Retalho Marketing Management Technology Strategy Omnichannel Retail