With the exponential evolution of the corporate market and consequent increase in
direct competition, companies increasingly pursue to use innovative and appropriate
marketing approaches and tools. Given the importance of marketing in
competitiveness corporate context, becomes crucial to analyse which are the practices
used by practitioners in their daily company life, in order to compare results with the
competition, check innovative and appropriate trends to it activity sector.
When developing the literature review, was revealed a gap in this knowledge area:
nonexistence of a specific approach capable of assess in a simple and organized way
which are the practices and respective tools used by companies. However, it was
possible identify an interesting model of the strategic area, denominated Strategy-as-
Practice, whose attributes could be relevant for the construction of the new approach.
It was also accomplished an analysis of the several concepts included in the approach,
so that the Marketing-as-Practice approach held updated information.
The present study proposes the development of a new approach that allows analyses
the research problem, applying it to Algarve region companies. To justify the
decisions taken along the dissertation, was solicited the opinion of two managers of
the region.
The survey, with 51 questions distribute over two sections, was applied via internet to
the sample set. The results were postimously analysed, using therefore descriptive and
non-parametrical statistics.
Finally, are suggested ways to improve the approach and the survey created and
evidenced the study limitations and the opportunities of research development in this
area
