ESTUDO DO MARKETING MIX, INTERNO E EXTERNO NO ÂMBITO DAS EMPRESAS DE CONFECÇÕES: CAMPINA GRANDE - PB

Abstract

This research had the objective of studying the internal and external marketing mix in the clothing manufacturer companies of Campina Grande, in order to place them before the new techniques related to marketing ad ministration, therefore preparing them to the next millennium´s challenge. After doing a bibliographical review that gave support to the subject that was being developed, followed by the empirical reserch about the directional fields of the investigations, the chapters about the continuation of the objectives proposed on this study were prepared. Based on the results reached with the research, we can list some considerable conclusions related to this study. The researched companies produced favourable attitudes related to the use of the marketing techniques, although they still believe the small companies can´t practice them. They prefered the quality of the products, believed they had a favarable atmosphere at work, occasionally invest in training and recognize that the external communication activities are responsible for the increase in selling products.