Resumo

SALDANHA, Jorge; FERASSO, Marcos  e  FILHO, Nelson. The inter-relation between the non-intuitive marketing and sales: a look at the entrepreneurial environment of Florianopolis/SC (Brazil). Rev. Portuguesa e Brasileira de Gestão [online]. 2007, vol.6, n.2, pp.44-55. ISSN 1645-4464.

The process of world globalization increased the competition and it forced the managers to rethink their performance in the area of the marketing. This fact took the researchers to investigate as they configure the relationships among the non-intuitive marketing and sales, being observed the managerial atmosphere of Florianopolis/SC, Brazil. Elaborated from the exploratory and bibliographical methods and by a non-systematic no-participant observation, the article signals that in the municipal district of Florianopolis exists the principle of the marketing just based in the intuition adopted mainly among the micro, small and medium enterprises, in its majority family companies. The marketing efforts are administered by the proprietors that act in several areas of the organization. Some having managers that look for qualification, few are the ones that put into practice the knowledge acquired in the academy. If the focus of the managers of the municipal district of Florianopolis went to invest in scientific research in the area of marketing and to apply the results of these researches in the practice, their results with sales, customers’ satisfaction and results would be better.

Palavras-chave : Marketing and Sales; Intuition; Florianopolis.

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