Aplicabilidade, benefícios e dificuldades na área de marketing: estudo de caso em uma empresa de empreendimentos imobiliários

Abstract

Marketing has great importance in companies making them competitive and the objective of the study was to discuss the evolution and applicability of marketing in a real estate company - CINQ, through its projects. Methodologically, exploratory and descriptive research was used with field research through interviews with the directors and the marketing area. The problematization that guided the research was based on the following questions: how has Marketing evolved in the organizational field over time? What is the applicability of marketing? What are your goals, assignments? What are the advantages of the projects and their return to the company? What are the existing deficiencies? The results indicate the importance and understanding of marketing in publicizing the company, products and proximity to the customer and society, offering a product that meets the needs of housing with an exchange of their needs. Thus, it is observed that Marketing brings new challenges, but also new opportunities to modernize products and services, creating customer relationship management strategies, positioning and target market were the main strategies identified in the researched company.