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Mercados de dois lados

Author

Listed:
  • Ricardo F. Paixão
  • Marcelo C. R. Deschamps D'Alvarenga
  • José Augusto G. da Silva

Abstract

Você sabe quais princípios econômicos explicam seu cartão de crédito ou débito? As concepções tradicionais de planejamento e implementação de estratégias mercadológicas já não são suficientes para lidar com diversos mercados importantes. Nesses mercados todas as premissas fundamentais são alteradas pela necessidade de atender simultaneamente dois ou mais segmentos distintos, mas interdependentes. O artigo analisa uma nova abordagem econômica que procura entender esses mercados.

Suggested Citation

Handle: RePEc:ekm:gvexec:v:5:y:2006:i:1:id:34365
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