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Now,whatisthis
CRMbusiness…?
JOÃOMATTA
Much issaidaboutCRMnowadays.We read–and
hearaboutbusinessmenwhohaveopted forCRM
asasolution for theirproblems.Now, iseverybody
talkingabout thesamesubject,when theymention
CRM?
A common confusion ismadebetweenCRMas it
wasmeant tobe,andCRMasamarketcommodity.
To restrict CRM to the role of a management
technique thatdealswith the relationshipbetween
the company and its clients, or as a specialized
comunication tool is to underestimate all of its
potentiality. In fact,whatwehave inCRM isanew
andeffectiveway todobusiness. It’s indeedanew
philosophy in the realm of management. May be
thegreatsolution for today’s intenselycompetitive
and changingmarkets.
Marketingstrategiesfor
High-TechProducts:The
caseofHewlett-Packard-
CompaqofBrazil
DanielBragaRodriguesAlves/
MariaClaraPiazza/TalesAndreassi
The purpose of the article is to contribute to a better
understandingofthehigh-techmarketanditspeculiarities,
ontheanalyticalbasisofthestrategiesemployed,clients’
purchasingbehaviorandthelifecycleofhigh-techproducts.
Abibliographicreviewproducedthreeresearchquestions,
whichwereanalysedbythecase-studymethodofaleading
multinational company in the area: Hewlett-Packard-
Compaq.Resultshaveshown that thestrategiesgeared
towards thehigh-techsectorarecertainlydiverse from
the mass-produced market, and give hints to
entrepreneursandexecutivesrelatingtothebestwayto
exploresegmentedalternativesforthesafelaunchofnew
products.Theworkalsopresentsanalysisoftechnology
adoption lifecycles as an essential tool to generate
products which will respond better to needs and
expectancyofclients inhigh-techmarkets.
TheMusée de
laPublicitéinParis
J. ROBERTOWHITAKER
PENTEADO
This is possibly the only “official” advertising
museum in theworld,as it is located in theLouvre
compound, in Paris, part of the Central Union of
DecorativeArts (UCAD). The author considers this
a meaningful contribution for advertising to be
socially accepted in French society and French
culture, and a nice example to follow. TheMusée
de laPublicitéwasborn in thepreviousMuséede
l’Affiche (Posters Museum), a segment in which
Frenchartistshaveexcelled.Thecollection includes
50,000 posters, over l00,000 French and foreign
TV and film commercials, 30,000 print ads,
promotional objects and packages. The archives
have some 7,000 items, mainly dedicated to
individuals,adagenciesandspecializedsuppliers,
and to specific themes. The installations were
designedbyJeanNouvel.A“mediatheque”–with
some twodozencomputerworkstations -allows
visitors toconsult thecollectionson-line. InOctober
2003, theMuseum isshowinganexhibiton the70
YearsofAir Franceand itspresence in theMedia.
ServiceProfitChain–
buildingvalue
forclients,employees
andstockholders.
ALEXANDREMATHIASAND
EDUARDOHALPERN
Theauthorsof thearticle try toexplainhowmany
institutions in the fieldofservicesare– intuitively
ordeliberately–using themodel
SERVICEPROFIT
CHAIN
– created by Professors James Heskett,
Earl Sasser Jr., and Leonard Schlesinger, of
Harvard Business School. Their ideas establish
direct and intense relations between profit,
growth, clients’ fidelity and satisfaction and the
value of the goods and services thus offered, to
thecapacity,satisfaction, fidelityandproductivity
of the employees of agiven company.
The challeng of
brand repositioning
MARCUSSAVOI BORTOLAN
RENATOTELLES
Due to theever-increasing importanceofbrandingand
itsmanagement, several theories andmodels for its
understanding have appeared, mostly aiming at
improvingtheeffectivenessofdecision-making.Although
it ispossible toestablishsomeconceptual differences
amongthem,oneaspectseemstobepresent inalland
this is positioning. With regard to this concept, the
evaluationoftheeffectiveness,inbusinessterms,ofthe
decisionsmadeofmodifyingoradaptingbrands,infact,
the whole hypothesis of re-positioning brands has
become paramount. Although analysing and deciding
about brand re-positioning has become an everyday
activityformarketingandcommunicationprofessionals,
the theme is still relatively scarce in the specialized
litterature.Thisarticleintendstofacethechallengesand
risksof brandre-positioningstrategies,usingarguments
found in the existing bibliography and some actual
examples–withtheultimateobjectiveofhelpingbrand-
managers improvetheirframesofreference.
Theglobalizationof
Economiesand
transformationsinthe
LaborMarketduring
Post-Moderntimes
DURVALMEIRELLES
ROBERTOGILUCHOA
Progress in information technology, and its
influence in theadvancementofcommunications,
have allowed for the fast development of
international tradeduring the last threedecades.
Automationofcorporate transactionsandproces-
ses have resulted inproductivity gains, resulting
from replacing man-made routines by bits and
bites,and inmorestandardizedandhigherquality
products. Based in recent studies as theoretical
reference, this article endeavors to focus – and
question– the roleof theworkers in thenewglo-
bal economy, which emphasizes increments in
actual financial flows.
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