IDEAS home Printed from https://ideas.repec.org/a/ekm/gvexec/v4y2006i4id34412.html

A busca da identidade

Author

Listed:
  • Lorena teixeira Bittar

Abstract

As categorias clássicas em que se baseava o conceito de consumidor, como a de classe social, papéis sociais ou simplesmente renda, parecem entrar em colapso no momento atual, quando novos conceitos estão sendo criados para se lidar com o mundo. Em específico, o conceito de individualidade é hoje levado a seu extremo. Os indivíduos relacionam-se entre si a partir de um diálogo que põe em evidência suas próprias identidades. É nesse novo cenário que as empresas e os profissionais de marketing devem rever sua forma de abordar o consumidor e definir suas marcas.

Suggested Citation

Handle: RePEc:ekm:gvexec:v:4:y:2006:i:4:id:34412
as

Download full text from publisher

File URL: https://periodicos.fgv.br/gvexecutivo/article/view/34412
File Function: Abstract page
Download Restriction: no
File URL: https://periodicos.fgv.br/gvexecutivo/article/download/34412/33205
File Function: Full text
Download Restriction: no
---><---

More about this item

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ekm:gvexec:v:4:y:2006:i:4:id:34412. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Denise Cândido | Marina Vitale (email available below). General contact details of provider: https://periodicos.fgv.br/gvexecutivo .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.