Inteligência competitiva e marketing como suporte de apoio para o sucesso organizacional: o contexto da eficácia de marketing.

Abstract

With the growing changes and transformations in the globalized world, companies see the need to improve and develop their assets and skills in the market. This includes the need for guidance to the market and higher levels of satisfaction to consumers. In face it, the effectiveness of marketing is a need for support in setting up a competitive position. This study aimed to examine to what extent the business marketing is effective. For this we used an exploratory and descriptive methodology. The focus of the research was to small, medium and large enterprises in the trade sectors and service sectors, developed through a sample census. The technique of data collection was the interview with quantitative and qualitative approaches. In general, the effectiveness of marketing presented a positive and significant relationship with business success. Thus, only the indicator of integrated marketing organization showed medium level of performance.