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(PDF) Evolução e Tendências do Estudo de Planejamento Dentro do Contexto de Marketing
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Para isso, buscaram-se as origens de marketing, inclusive a inserção da disciplina nos currículos de escolas e universidades," /> <title>(PDF) Evolução e Tendências do Estudo de Planejamento Dentro do Contexto de Marketing</title> <link rel="canonical" href="https://www.academia.edu/37595647/Evolu%C3%A7%C3%A3o_e_Tend%C3%AAncias_do_Estudo_de_Planejamento_Dentro_do_Contexto_de_Marketing" /> <script async src="https://www.googletagmanager.com/gtag/js?id=G-5VKX33P2DS"></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-5VKX33P2DS', { cookie_domain: 'academia.edu', send_page_view: false, }); gtag('event', 'page_view', { 'controller': "single_work", 'action': "show", 'controller_action': 'single_work#show', 'logged_in': 'false', 'edge': 'unknown', // Send nil if there is no A/B test bucket, in case some records get logged // with missing data - that way we can distinguish between the two cases. // ab_test_bucket should be of the form <ab_test_name>:<bucket> 'ab_test_bucket': null, }) </script> <script> var $controller_name = 'single_work'; var $action_name = "show"; var $rails_env = 'production'; var $app_rev = '1e60a92a442ff83025cbe4f252857ee7c49c0bbe'; var $domain = 'academia.edu'; var $app_host = "academia.edu"; var $asset_host = "academia-assets.com"; var $start_time = new Date().getTime(); var $recaptcha_key = "6LdxlRMTAAAAADnu_zyLhLg0YF9uACwz78shpjJB"; var $recaptcha_invisible_key = "6Lf3KHUUAAAAACggoMpmGJdQDtiyrjVlvGJ6BbAj"; var $disableClientRecordHit = false; </script> <script> window.require = { config: function() { return function() {} } } </script> <script> window.Aedu = window.Aedu || {}; window.Aedu.hit_data = null; window.Aedu.serverRenderTime = new Date(1740573371000); window.Aedu.timeDifference = new Date().getTime() - 1740573371000; </script> <script type="application/ld+json">{"@context":"https://schema.org","@type":"ScholarlyArticle","abstract":"Este trabalho discute, sob a forma de ensaio, a evolução dos estudos sobre planejamento dentro do contexto de marketing. Para isso, buscaram-se as origens de marketing, inclusive a inserção da disciplina nos currículos de escolas e universidades, numa tentativa de entender a trajetória de seu desenvolvimento até seu estágio atual. A busca por reflexões e considerações acerca do tema, e em especial sobre tendências, são realizadas a partir de levantamento bibliográfico que aborda: (i) a evolução dos conceitos de marketing; (ii) os primeiros cursos de marketing e (iii) a evolução do planejamento de marketing. 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Para isso, buscaram-se as origens de marketing, inclusive a inserção da disciplina nos currículos de escolas e universidades, numa tentativa de entender a trajetória de seu desenvolvimento até seu estágio atual. A busca por reflexões e considerações acerca do tema, e em especial sobre tendências, são realizadas a partir de levantamento bibliográfico que aborda: (i) a evolução dos conceitos de marketing; (ii) os primeiros cursos de marketing e (iii) a evolução do planejamento de marketing. Conclui-se que apesar da importância do tema e do seu uso na prática, na academia o assunto ainda é relativamente pouco abordado e explorado, e há a necessidade de que seja modernizado frente às grandes transformações da sociedade e das empresas, em especial pelas influências de tecnologia.","page_numbers":"31","publication_date":"2017,,","publication_name":"Revista Liceu"},"document_type":"paper","pre_hit_view_count_baseline":null,"quality":"high","language":"pt","title":"Evolução e Tendências do Estudo de Planejamento Dentro do Contexto de Marketing","broadcastable":true,"draft":null,"has_indexable_attachment":true,"indexable":true}}["work"]; window.loswp.workCoauthors = [5096652]; window.loswp.locale = "en"; window.loswp.countryCode = "SG"; window.loswp.cwvAbTestBucket = ""; window.loswp.designVariant = "ds_vanilla"; window.loswp.fullPageMobileSutdModalVariant = "control"; window.loswp.useOptimizedScribd4genScript = false; window.loginModal = {}; window.loginModal.appleClientId = 'edu.academia.applesignon'; window.userInChina = "false";</script><script defer="" src="https://accounts.google.com/gsi/client"></script><div class="ds-loswp-container"><div class="ds-work-card--grid-container"><div class="ds-work-card--container js-loswp-work-card"><div class="ds-work-card--cover"><div class="ds-work-cover--wrapper"><div class="ds-work-cover--container"><button class="ds-work-cover--clickable js-swp-download-button" data-signup-modal="{"location":"swp-splash-paper-cover","attachmentId":57576810,"attachmentType":"pdf"}"><img alt="First page of “Evolução e Tendências do Estudo de Planejamento Dentro do Contexto de Marketing”" class="ds-work-cover--cover-thumbnail" src="https://0.academia-photos.com/attachment_thumbnails/57576810/mini_magick20190110-12072-hlc22o.png?1547167807" /><img alt="PDF Icon" class="ds-work-cover--file-icon" src="//a.academia-assets.com/images/single_work_splash/adobe_icon.svg" /><div class="ds-work-cover--hover-container"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span><p>Download Free PDF</p></div><div class="ds-work-cover--ribbon-container">Download Free PDF</div><div class="ds-work-cover--ribbon-triangle"></div></button></div></div></div><div class="ds-work-card--work-information"><h1 class="ds-work-card--work-title">Evolução e Tendências do Estudo de Planejamento Dentro do Contexto de Marketing</h1><div class="ds-work-card--work-authors ds-work-card--detail"><a class="ds-work-card--author js-wsj-grid-card-author ds2-5-body-md ds2-5-body-link" data-author-id="5096652" href="https://usp-br1.academia.edu/RobertoFalcao"><img alt="Profile image of Roberto F Falcao" class="ds-work-card--author-avatar" src="https://0.academia-photos.com/5096652/2228897/19716549/s65_roberto.falcao.jpg" />Roberto F Falcao</a></div><div class="ds-work-card--detail"><p class="ds-work-card--detail ds2-5-body-sm">2017, Revista Liceu</p><div class="ds-work-card--work-metadata"><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">visibility</span><p class="ds2-5-body-sm" id="work-metadata-view-count">…</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">description</span><p class="ds2-5-body-sm">24 pages</p></div><div class="ds-work-card--work-metadata__stat"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">link</span><p class="ds2-5-body-sm">1 file</p></div></div><script>(async () => { const workId = 37595647; 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if (!viewCountBody) { throw new Error('Failed to find work views element'); } viewCountBody.textContent = `${commaizedViewCount} views`; } catch (error) { // Remove the whole views element if there was some issue parsing. document.getElementById('work-metadata-view-count')?.parentNode?.remove(); throw new Error(`Failed to parse view count: ${viewCount}`, error); } }; // If the DOM is still loading, wait for it to be ready before updating the view count. if (document.readyState === "loading") { document.addEventListener('DOMContentLoaded', () => { updateViewCount(viewCount); }); // Otherwise, just update it immediately. } else { updateViewCount(viewCount); } })();</script></div><p class="ds-work-card--work-abstract ds-work-card--detail ds2-5-body-md">Este trabalho discute, sob a forma de ensaio, a evolução dos estudos sobre planejamento dentro do contexto de marketing. Para isso, buscaram-se as origens de marketing, inclusive a inserção da disciplina nos currículos de escolas e universidades, numa tentativa de entender a trajetória de seu desenvolvimento até seu estágio atual. A busca por reflexões e considerações acerca do tema, e em especial sobre tendências, são realizadas a partir de levantamento bibliográfico que aborda: (i) a evolução dos conceitos de marketing; (ii) os primeiros cursos de marketing e (iii) a evolução do planejamento de marketing. Conclui-se que apesar da importância do tema e do seu uso na prática, na academia o assunto ainda é relativamente pouco abordado e explorado, e há a necessidade de que seja modernizado frente às grandes transformações da sociedade e das empresas, em especial pelas influências de tecnologia.</p><div class="ds-work-card--button-container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--work-card","attachmentId":57576810,"attachmentType":"pdf","workUrl":"https://www.academia.edu/37595647/Evolu%C3%A7%C3%A3o_e_Tend%C3%AAncias_do_Estudo_de_Planejamento_Dentro_do_Contexto_de_Marketing"}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--work-card","attachmentId":57576810,"attachmentType":"pdf","workUrl":"https://www.academia.edu/37595647/Evolu%C3%A7%C3%A3o_e_Tend%C3%AAncias_do_Estudo_de_Planejamento_Dentro_do_Contexto_de_Marketing"}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div><div class="ds-signup-banner-trigger-container"><div class="ds-signup-banner-trigger ds-signup-banner-trigger-premium-marketing"></div></div><div class="ds-signup-banner ds-signup-banner-premium-marketing"><div id="ds-signup-banner-close-button"><button class="ds2-5-button ds2-5-button--secondary ds2-5-button--inverse"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">close</span></button></div><div class="premium-banner-content" data-impression-entity-id="37595647" data-impression-entity-type="2" data-impression-source="premium-banner-desktop"><div class="left"><img src="//a.academia-assets.com/images/academia-logo-capital-white.svg" /><span>Get access to the world's latest research</span></div><div class="right"><div class="card free"><div class="header">Free</div><div class="feature-list"><div class="feature"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">check</span><span>Download one paper at a time</span></div><div class="feature"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">check</span><span>Save papers to bookmarks</span></div><div class="feature"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">check</span><span>Basic search</span></div></div><button class="ds2-5-button ds2-5-button--secondary ds2-5-button--small ds2-5-button--inverse ds2-5-button--full-width js-swp-download-button" data-signup-modal="{"location":"premium-banner-desktop-free"}">Sign up for free</button></div><div class="card premium"><div class="pill">Recommended</div><div class="header premium">Premium</div><div class="feature-list"><div class="feature"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">check</span><span>Get highly curated PDF packages</span></div><div class="feature"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">check</span><span>Track your impact with Mentions</span></div><div class="feature"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">check</span><span>Access advanced search filters</span></div><div class="feature"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">check</span><span>Support Academia’s mission</span></div><div class="feature"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">check</span><span>Create your personal website</span></div></div><button class="ds2-5-button ds2-5-button--small ds2-5-button--inverse ds2-5-button--full-width js-swp-download-button" data-signup-modal="{"location":"premium-banner-desktop-upgrade","submitText":"Try Premium for $1"}">Try Premium for $1</button></div></div></div></div><script>(() => { // Set up signup banner show/hide behavior: // 1. 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js-wsj-grid-card" data-collection-position="1" data-entity-id="10353367" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/10353367/Resenha_de_Livro_O_Planejamento_de_Marketing_e_a_Confec%C3%A7%C3%A3o_de_Planos">Resenha de Livro: O Planejamento de Marketing e a Confecção de Planos</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="2230772" href="https://maringa.academia.edu/VitorNogami">Vitor Nogami</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Perspectivas Contemporâneas, 2014</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Resenha de Livro: O Planejamento de Marketing e a Confecção de 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importance of marketing planning as a marketing activity and its relevance for the success of organizational management are notorious, it still seems not to be consolidated in practical terms within organizations, which find difficulties in implementing it. This article discusses aspects of marketing planning in the Brazilian context. For that purpose, a critical literature review was conducted, including general topics on marketing planning and plan, such as concepts and definitions, structure, benefits, barriers and control. Additionally a survey focusing on the reality of Brazilian companies was carried out with 219 marketing executives from small, medium-sized and large companies. The results show differences in the extent to which the plan is developed according to the size of companies. Such activities are more valued by large companies, which make a more frequent use of managerial tools. The lack of resources, a managerial style not oriented towards planning and ...</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Planejamento De Marketing: Um Estudo No Contexto Brasileiro Marketing Planning: A Study Within the Brazilian Context","attachmentId":111134622,"attachmentType":"pdf","work_url":"https://www.academia.edu/114435788/Planejamento_De_Marketing_Um_Estudo_No_Contexto_Brasileiro_Marketing_Planning_A_Study_Within_the_Brazilian_Context","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/114435788/Planejamento_De_Marketing_Um_Estudo_No_Contexto_Brasileiro_Marketing_Planning_A_Study_Within_the_Brazilian_Context"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="4" data-entity-id="57004700" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/57004700/A_An%C3%A1lise_da_Situa%C3%A7%C3%A3o_no_Plano_de_Marketing_Comparando_Abordagens">A Análise da Situação no Plano de Marketing: Comparando Abordagens</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="32570044" href="https://usp-br.academia.edu/MarcosCampomar">Marcos Campomar</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Revista Interdisciplinar De Marketing, 2015</p><p class="ds-related-work--abstract ds2-5-body-sm">A análise da situação está inserida no contexto do plano de Marketing e seu objetivo é trazer um entendimento claro da situação presente da organização em seu mercado e para onde está caminhando no futuro, ajudando, assim, nas definições posteriores de como sustentar seu crescimento no longo prazo. Dada a sua importância, diversos autores propõem suas próprias abordagens para essa fase do plano. De forma geral, a maioria dos autores inclui uma análise interna e externa em seus modelos de análise da situação, apontando os pontos que consideram mais relevantes em cada etapa. Assim, este artigo descreve e compara as abordagens de diversos autores na análise da situação aplicadas ao plano de marketing, mostrando que há uma convergência entre os autores pesquisados na importância do levantamento de informações internas da empresa, informações externas englobando concorrência, mercado e ambiente, na análise do posicionamento da empresa neste ambiente, e em quais seriam então suas ameaças a serem evitadas e oportunidades a serem aproveitadas de modo a traçar uma rota a ser seguida pelas organizações. As principais diferenças entre as perspectivas dos autores e direcionamentos para futuros desenvolvimentos teóricos são discutidos.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"A Análise da Situação no Plano de Marketing: Comparando Abordagens","attachmentId":72112883,"attachmentType":"pdf","work_url":"https://www.academia.edu/57004700/A_An%C3%A1lise_da_Situa%C3%A7%C3%A3o_no_Plano_de_Marketing_Comparando_Abordagens","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/57004700/A_An%C3%A1lise_da_Situa%C3%A7%C3%A3o_no_Plano_de_Marketing_Comparando_Abordagens"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="5" data-entity-id="114292649" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/114292649/O_Planejamento_De_Marketing_Tornando_a_Empresa_Mais_Competitiva_Um_Estudo_De_Caso">O Planejamento De Marketing: Tornando a Empresa Mais Competitiva: Um Estudo De Caso</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="296892542" href="https://independent.academia.edu/MichellyRodriguesAlves">Michelly Rodrigues Alves</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2006</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"O Planejamento De Marketing: Tornando a Empresa Mais Competitiva: Um Estudo De Caso","attachmentId":111028950,"attachmentType":"pdf","work_url":"https://www.academia.edu/114292649/O_Planejamento_De_Marketing_Tornando_a_Empresa_Mais_Competitiva_Um_Estudo_De_Caso","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/114292649/O_Planejamento_De_Marketing_Tornando_a_Empresa_Mais_Competitiva_Um_Estudo_De_Caso"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="6" data-entity-id="67363125" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/67363125/A_Trajet%C3%B3ria_Do_Planejamento_Da_Pesquisa_Na_Embrapa">A Trajetória Do Planejamento Da Pesquisa Na Embrapa</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="38945501" href="https://independent.academia.edu/KeplerFilho">Kepler Filho</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Cadernos De Ciencia Tecnologia, 2014</p><p class="ds-related-work--abstract ds2-5-body-sm">A embrapa, desde sua criação em 1973, tem se posicionado como grande impulsora da modernização da agricultura brasileira. de fato, foi concebida com essa missão e, para tanto, implementou modelos de gestão que possibilitassem maior eficiência em seu foco de atuação, ou seja, a pesquisa agropecuária. Assim, a empresa foi adaptando seu modelo de gestão de p&d aos diferentes desafios e transformações, acompanhando o aumento da complexidade com que se tratam os problemas atualmente. Inicialmente, a pesquisa tinha o foco de atuação centrado nos problemas da produção, o elo mais frágil das cadeias de produção agropecuária. em um segundo momento, foi necessário considerar os problemas das cadeias produtivas em sua totalidade, incluindo os segmentos de insumos, de processamento até o consumidor final. Em uma terceira etapa, novos ajustes abrigaram a gestão de projetos desenvolvidos em rede, buscando soluções interdisciplinares e multi-institucionais. em sua mais recente versão, a gestão está centrada em redes de projetos, ampliando as possibilidades de concertações transdisciplinares, para a solução de problemas cada dia mais complexos, exigindo, portanto, soluções integradas. Este trabalho apresenta uma avaliação dos diferentes sistemas ou modelos de gestão, de sua evolução e oferece uma análise crítica da gestão de p&d na embrapa. 1 Engenheira-agrônoma, doutora em Biotecnologia de Microorganismos e Plantas, pesquisadora do departamento de pesquisa e desenvolvimento da empresa brasileira de pesquisa Agropecuária</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"A Trajetória Do Planejamento Da Pesquisa Na Embrapa","attachmentId":78207712,"attachmentType":"pdf","work_url":"https://www.academia.edu/67363125/A_Trajet%C3%B3ria_Do_Planejamento_Da_Pesquisa_Na_Embrapa","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/67363125/A_Trajet%C3%B3ria_Do_Planejamento_Da_Pesquisa_Na_Embrapa"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="7" data-entity-id="21930185" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/21930185/Planejamento_Estrat%C3%A9gico_e_Marketing">Planejamento Estratégico e Marketing</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="43170624" href="https://webmailipam.academia.edu/MiguelJesus">Miguel Jesus</a></div><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"Planejamento Estratégico e Marketing","attachmentId":42656328,"attachmentType":"pdf","work_url":"https://www.academia.edu/21930185/Planejamento_Estrat%C3%A9gico_e_Marketing","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/21930185/Planejamento_Estrat%C3%A9gico_e_Marketing"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="8" data-entity-id="86642236" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/86642236/O_Planejamento_de_volta_do_futuro">O Planejamento - de volta do futuro?</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="4770173" href="https://ufrj.academia.edu/RainerRandolph">Rainer Randolph</a></div><p class="ds-related-work--metadata ds2-5-body-xs">Anais do Congresso Arquisur, 2022</p><p class="ds-related-work--abstract ds2-5-body-sm">A provocação do presente ensaio é sua hipótese que não é o planejamento que determina o futuro, mas o futuro, sua abordagem, que determina o planejamento. Para fundamentar esta visão serão trazidas quatro diferentes conceituações a respeito de tempo, futuro e utopia dos autores Ernst Bloch, Boaventura de Souza Santos e Henri Lefebvre e da discussão sobre "future studies". Sem síntese no final, confronta estas abordagens com modalidades de planejamento.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"O Planejamento - de volta do futuro?","attachmentId":91046661,"attachmentType":"pdf","work_url":"https://www.academia.edu/86642236/O_Planejamento_de_volta_do_futuro","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/86642236/O_Planejamento_de_volta_do_futuro"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div><div class="ds-related-work--container js-wsj-grid-card" data-collection-position="9" data-entity-id="11308105" data-sort-order="default"><a class="ds-related-work--title js-wsj-grid-card-title ds2-5-body-md ds2-5-body-link" href="https://www.academia.edu/11308105/O_plano_de_marketing_Um_estudo_discursivo">O plano de marketing: Um estudo discursivo</a><div class="ds-related-work--metadata"><a class="js-wsj-grid-card-author ds2-5-body-sm ds2-5-body-link" data-author-id="27347780" href="https://independent.academia.edu/LucianoToledo1">Luciano Toledo</a></div><p class="ds-related-work--metadata ds2-5-body-xs">2000</p><p class="ds-related-work--abstract ds2-5-body-sm">Resumo. O artigo tem como propósito contribuir com a discussão sobre a relevância do plano de marketing no contexto das atividades de marketing. O trabalho foi estruturado sob a modalidade de ensaio, e compõe-se de uma revisão do referencial teórico, mediante uma análise conceitual crítica de alguns aspectos pertinentes ao assunto. O tema é tratado sob uma perspectiva de um sistema hierárquico de decisões, pondo-se em destaque o marketing como uma função da troca e o papel do marketing no direcionamento da gestão estratégica. É estudada, ainda, a importância do plano de marketing e principais equívocos. O trabalho conclui com a afirmação de que o plano de marketing não é uma solução para todos os problemas de uma empresa. Entretanto, ele auxilia na antecipação dos estados futuros desejados, direcionando o caminho a ser trilhado. É sobre tudo, um instrumento facilitador, integrador e "potencializador" das estratégias empresariais, em cenários competitivos caracterizados por crescente complexidade, volatilidade e incerteza. Palavras-chave: Marketing, plano de marketing, troca.</p><div class="ds-related-work--ctas"><button class="ds2-5-text-link ds2-5-text-link--inline js-swp-download-button" data-signup-modal="{"location":"wsj-grid-card-download-pdf-modal","work_title":"O plano de marketing: Um estudo discursivo","attachmentId":36881539,"attachmentType":"pdf","work_url":"https://www.academia.edu/11308105/O_plano_de_marketing_Um_estudo_discursivo","alternativeTracking":true}"><span class="material-symbols-outlined" style="font-size: 18px" translate="no">download</span><span class="ds2-5-text-link__content">Download free PDF</span></button><a class="ds2-5-text-link ds2-5-text-link--inline js-wsj-grid-card-view-pdf" href="https://www.academia.edu/11308105/O_plano_de_marketing_Um_estudo_discursivo"><span class="ds2-5-text-link__content">View PDF</span><span class="material-symbols-outlined" style="font-size: 18px" translate="no">chevron_right</span></a></div></div></div></div><div class="ds-sticky-ctas--wrapper js-loswp-sticky-ctas hidden"><div class="ds-sticky-ctas--grid-container"><div class="ds-sticky-ctas--container"><button class="ds2-5-button js-swp-download-button" data-signup-modal="{"location":"continue-reading-button--sticky-ctas","attachmentId":57576810,"attachmentType":"pdf","workUrl":null}">See full PDF</button><button class="ds2-5-button ds2-5-button--secondary js-swp-download-button" data-signup-modal="{"location":"download-pdf-button--sticky-ctas","attachmentId":57576810,"attachmentType":"pdf","workUrl":null}"><span class="material-symbols-outlined" style="font-size: 20px" translate="no">download</span>Download PDF</button></div></div></div><div class="ds-below-fold--grid-container"><div class="ds-work--container js-loswp-embedded-document"><div class="attachment_preview" data-attachment="Attachment_57576810" style="display: none"><div class="js-scribd-document-container"><div class="scribd--document-loading js-scribd-document-loader" style="display: block;"><img alt="Loading..." src="//a.academia-assets.com/images/loaders/paper-load.gif" /><p>Loading Preview</p></div></div><div style="text-align: center;"><div class="scribd--no-preview-alert js-preview-unavailable"><p>Sorry, preview is currently unavailable. 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