%0 Journal Article %T Gest o mercadol車gica e lucratividade: um estudo com jogos de empresas. Marketing management and profitability: a study with business games %A Marco Antˋnio Silva %A Antonio Carlos Aidar Sauaia %J Revista de Administraˋˋo da UFSM %D 2012 %I Universidade Federal de Santa Maria %X The marketing management in organizations is crucial for affecting the generation of revenue. However, managers have little understood the impact of management on profitability, because the difficulty of measuring the effects on the results. This study compared marketing management in companies that worked with operational focus to those working with strategic focus. Data produced in a business game with nine competing firms were examined in a descriptive study focusing the impact on profits and on the Internal Rate of Return. The analysis of the decisions revealed that four companies were operational oriented and five companies were strategic oriented. The results showed that the strategic marketing management absorbed larger investments, generating greater value to shareholders and maintaining the expectation of business continuity. Business games as a research environment have much to contribute to empirical studies in the Marketing field. A gest o mercadol車gica 谷 fundamental nas organiza es por afetar a gera o de receitas. Todavia, os gestores pouco t那m compreendido o impacto dessa gest o na lucratividade, face 角 dificuldade de mensura o dos efeitos sobre os resultados. Neste estudo, comparou-se a gest o mercadol車gica em empresas que atuaram com foco operacional ou com foco estrat谷gico. Num jogo de empresas com nove concorrentes, averiguaram-se descritivamente alguns efeitos da administra o mercadol車gica sobre o lucro e a taxa interna de retorno. A an芍lise das decis es evidenciou que quatro empresas agiram com foco operacional e que cinco empresas agiram com foco estrat谷gico. Os resultados mostraram que a gest o com foco estrat谷gico absorveu investimentos maiores, o que gerou maior valor aos acionistas, mantendo a expectativa de continuidade do neg車cio. Os jogos de empresas como ambiente de pesquisa t那m muito a contribuir para os estudos emp赤ricos na 芍rea de Marketing. %U http://cascavel.ufsm.br/revistas/ojs-2.2.2/index.php/reaufsm/article/view/3995