GESTÃO DO CONHECIMENTO PARA MARKETING:

Inferências na obra de Kotler e Keller (2012)

Abstract

The research aims to answer the question “What relationships can be observed in the work of Kotler and Keller (2012) when thinking about knowledge?”. The objectives of this article were guided by the search in the work of Kotler and Keller (2012) foundations that associated the themes initially thought (marketing and knowledge in organizations). To achieve the proposed objective and problem, a qualitative methodology was adopted, with secondary data obtained directly from the selected work. The analysis was performed using the content analysis software ATLAS.TI®, with prior determination of codes and code families for analysis (MKT: marketing, marketing holístico, marketing interno, marketing integrado e marketing de relacionamento; CON: conhecimento e aprendizagem; e ORG: empresas, organizações, companhias e indústrias). About the results achieved by this research, it was observed that in total there were appearances of the terms "marketing" with 1874 identified citations and "companies" with 1072, in addition to the spread when thinking about the other terms considered as keys for this research, having 8 of the 11 terms with less than 100 citations. The results allow us to conclude that there are relations between the terms, even though there is a weak relation between the terms, and it cannot be said that knowledge is the basis of marketing, it is present in the work and has a certain importance at the time of writing.