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O processo de Marketing
Aula 5
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Matriz BCG
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Matriz de crescimento do produto
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Praticas, metodologias,simulações de Marketing
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DPS Estratégia em RH 2014.2 18
BIBLIOGRAFIA
• BIBLIOGRAFIA• BÁSICA• CONTURSI, E. B. Plano de marketing. Rio de Janeiro : Sprint.• GRACIOSO, F. Marketing estratégico: planejamento estratégico orientado para o
mercado. 6.ed. São Paulo, Atlas, 2012.• PORTER, M. E.; BRAGA, E. M. P. (Trad.). Vantagem competitiva: criando e sustentando
um desempenho superior. 34.ed. Rio de Janeiro : Campus, . • • COMPLEMENTAR• CHIAVENATO, I.; SAPIRO, A. Planejamento estratégico: fundamentos e aplicações. Rio
de Janeiro : Elsevier, 2003.• FERRELL, O. C.; HARTLINE, M. D. Estratégia de marketing: Trad. da 4.ed. Norte-
Americana. São Paulo : Cengage Learning, 2010.• KOTLER, P.; BRANDÃO, A. B. (trad.). Administração de marketing: análise,
planejamento, implementação e controle. 5.ed. São Paulo : Atlas, 1998.• OLIVEIRA, D. P. R. de. Planejamento estratégico: conceitos, metodologia, praticas.
30.ed. São Paulo : Atlas, 2012. • PORTER, M. E.; SERRA, A.C. C. (Trad.). Competição: on competition - estratégias
competitivas essenciais. Rio de Janeiro : Elsevier, 1999.
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A construção da marca e sua manutenção esta sob a responsabilidade dos profissionais de marketing, seja você o profissional competente e de sucesso,
boa sorte a todos.Professor Douglas Pereira da Silva