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Previous issue date: 2005-05-20 / The essay approaches the Marketing of Motivation and Recognition in the
Financial Sector in an Agency of a Brazilian Bank in the City of Rio de Janeiro,
through a survey already done with it own employees, on the basis of the specif?c
referendai, models and experiences of the book by Edson Crescitelli, entitled
"Marketing of Incentive" (2002). The generic bibliographical references with relation
to the Marketing of Incentive, concepts, research, practical techniques and applied
questionnaires, stimulations and situations presented here. The explanatory survey
was carried out within the bank agency of a Brazilian bank in the City of Rio de
Janeiro, to verify as how the employees will react to the stimulations presented by
the institution and commanded by its direct leader. It was necessary, to compare the
performance of the team faced by the demands of goals presented by the company.
The survey had as a starting point the "Study of Qualitative Case". In the theoretical
model the complex model of competitiveness was developed, where also, diverse
factors had been become involved that could have been gotten from different daily
sources, topics such as factors of determination in focus, competitive strategies,
marketing plans, vision of the future, programs of incentives, amongst others, they
had been of basic importance for attainment of the competitiveness according to
Theory of Crescitelli (2002). The survey also shown to demonstrate that the
development of the people depends on their work, once they spent most of their time
in the agency, where they must exert their functions. In addition, the work
environment, the task to perform, and the relationship parameters are elements that
must provide the development of intelligence, perception, and the potentialities of
each individual. Finally, the implications had been presented in this essay,
conclusions and suggestions for future survey and studies. / A disserta??o aborda Marketing de Motiva??o e Reconhecimento no Setor
Financeiro de uma Ag?ncia de um Banco Brasileiro na Cidade do Rio de Janeiro,
atrav?s de uma pesquisa j? realizada com os pr?prios funcion?rios, com base no
referencial espec?fico, modelos e experi?ncias do livro do Edson Crescitelli, intitulado
"Marketing de Incentivo" (2002). As refer?ncias bibliogr?ficas gen?ricas com
rela??o ao Marketing de Incentivo, conceitos, pesquisas, t?cnicas e pr?ticas
aplicadas question?rios, est?mulos e situa??es aqui apresentadas. A pesquisa
explorat?ria foi realizada dentro de uma ag?ncia banc?ria, para verificar como os
funcion?rios reagem, aos est?mulos apresentados pela institui??o e comandados pelo
seu l?der direto. Foi necess?rio, comparar o desempenho da equipe frente as
demandas de metas apresentadas pela empresa. A pesquisa teve como ponto de
partida o "Estudo de Caso Qualitativo". No modelo te?rico desenvolveu-se o
complexo modelo de competitividade, em que tamb?m, envolveram-se diversos
fatores que puderam ser obtidos de diferentes formas no cotidiano, t?picos como
fatores de determina??o em foco, estrat?gias competitivas, planos de marketing,
vis?o do futuro, programas de incentivos, dentre outros e foram de fundamental
import?ncia para obten??o da competitividade segundo a Teoria de Crescitelli (2002).
A pesquisa pretende tamb?m demonstrar que o desenvolvimento das pessoas depende
de seu trabalho, uma vez que elas passam a maior parte do seu tempo da ag?ncia,
onde devem exercer as suas fun??es. E que, o ambiente de trabalho, a tarefa a
realizar, e os par?metros de relacionamento s?o elementos que devem
proporcionar o desenvolvimento da intelig?ncia, da percep??o e das
potencialidades de cada uma. Finalmente, foram apresentadas nesta disserta??o as
implica??es, conclus?es e sugest?es para futuras pesquisas e estudos.
| Identifer | oai:union.ndltd.org:IBICT/oai:localhost:tede/1031 |
| Date | 20 May 2005 |
| Creators | ALVES, Mara Cl?udia |
| Contributors | Boas, Ana Alice Vilas |
| Publisher | Universidade Federal Rural do Rio de Janeiro, Programa de P?s-Gradua??o em Gest?o e Estrat?gia, UFRRJ, Brasil, Instituto de Ci?ncias Humanas e Sociais |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UFRRJ, instname:Universidade Federal Rural do Rio de Janeiro, instacron:UFRRJ |
| Rights | info:eu-repo/semantics/openAccess |
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