Revista da ESPM - MAR-ABR_2008

Orivaldo O. Gallasso M A I O / J U N H O D E 2 0 0 6 – REVISTA DA ESPM ES PM attention of marketing professionals: it is mainly because of the strength of its brands. Luxury brands surprise, innovate and invent. Luxury busi- nesses compete in imagination, inspiration and initiative. For exclusive labels, which mobilize senses and temperaments, emotion is the one and only product differential. This article intends to present a glimpse of luxury brands in the segment of leisure, tourism and gastronomy, and invites the reader to think about the intriguing relationship value X price in the world of hiperconsumption. HOW TO MAKE STRATEGIC MANAGEMENT OF COMMUNICATION TURN INTO PRODUCT DIFFERENTIAL IN THE TOURISM MARKET KATIA MARTINS VALENTE pAgE 82 Tourism in general represents one of the major visiting cards of Brazil, and it requires to be the object of many endeavors in the different arenas which today are parts of the many tools combined in the careful strategic management of communication. It is never enough to emphasize the critical importance of this process of combining all available tools – in a gigantic Public Relations scheme, with the objective of protecting and promoting the image of the brand Brazil, through activities such as: press publicity, sponsoring, happenings, shows and megaevents, and all that may place Brazil as a safe and desirable destination option, for a variety of publics and purposes. MARKETING AND FINANCIAL MANAGEMENT IN THE ENTERTAINMENT FIELD ANDRÉAS BELCK, ISMAEL ROCHA pAgE 98 This article presents the results of a study made by ESPM’s Nucleus of Research in Marketing and Finance among companies operating in the entertainment field. The survey identified and analyzed the adopted practices of marketing and finance and singled out the practices considered to be innovative, in the opinion of respondents. In the Marketing area, the study did not reveal identifiable patterns; showed concentration in short-term strategies, low usage of models for analyses and strategic definitions, and focus usually geared to communication activities. In the Financial area, the study revealed that planning of costs and expenses occur mainly in the making of the budget forecast, with low usage of analytical tools and models; little use of feedbacks and of benchmarking in the financial management process. Practices considered to be innovative are related to marketing of experience, new communication and e-business formats, below-the- line and social responsibility actions and integrated-budget-building. STRUCTURES AND GEORGE SMITH HERMANO ROBERTO THIRY-CHERQUES pAgE 130 Structures are mental models. They are ideas or understandings and do not belong to the field of reality. For some, they are simplifications that we invent to make the world understandable. Partisans of structuralism will call them explanations or readings, which allow a glimpse of what is real behind appearances. The author elaborates these concepts through the narrative of a discovery by George Smith, in November 1872, when working in the decoding of a series of tables written in cuneiform characters about the saga of Gilgamesh. In the legend and in the biography of George Smith the structures parade and intertwine. Following the elements and the relations which bring together Smith and Gilgamesh, we meet with the unknown, and the lack of information, reflected in the mirror of the ages. In the cuneiform text and its translation, we discover a comprehensible path, which we may call language. Structuralism is tempting, and we could scrutinize other relationships, other contents, even infinite possibilities. Everywhere we look, toward facts or legends, we see constants and variables, elements and relationships. Maybe this is so because reality is so. Or maybe this is so because we may only see what our reason is capable of accepting. We shall never be sure. 145 MARÇO / ABRIL DE 20 8 – R I S T D A E S P M