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2015 | OriginalPaper | Chapter

Relations Between Marketing and Innovation in Brazilian Universities

Authors : Dalton de Sousa, Ricardo Braga Veroneze, André Luiz Zambalde, Paulo Henrique de Souza Bermejo

Published in: Electronic Government and the Information Systems Perspective

Publisher: Springer International Publishing

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Abstract

In the 21st century, the engine of economic development has been the knowledge and, the universities are increasingly being seen as key actors in this process. The interaction between the university and the market, promoted by the transfer of technology, has been the subject of several studies in the literature. However, few studies have worried on relating marketing with this process. From these studies it is suggested that the marketing exerts an important role in the understanding and development of technology transfer activities from Brazilian universities to the market. We propose, for such argument, a theoretical model of marketing from the view of Kotler and Keller [1], covering relationship marketing, integrated marketing, internal marketing and performance marketing. It was realized a theoretical essay from the review of published articles in Brazilian and international journals.

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previous chapter A Lazy Approach for Filtering Parliamentary Documents
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Metadata
Title
Relations Between Marketing and Innovation in Brazilian Universities
Authors
Dalton de Sousa
Ricardo Braga Veroneze
André Luiz Zambalde
Paulo Henrique de Souza Bermejo
Copyright Year
2015
Publisher
Springer International Publishing
Book
Electronic Government and the Information Systems Perspective

Print ISBN: 978-3-319-22388-9

Electronic ISBN: 978-3-319-22389-6

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-22389-6_27

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