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attention of marketing professionals:
it is mainly because of the strength
of its brands. Luxury brands surprise,
innovate and invent. Luxury busi-
nesses compete in imagination,
inspiration and initiative.
For exclusive labels, whichmobilize
senses and temperaments, emotion
is the one and only product
differential. This article intends to
present a glimpse of luxury brands in
the segment of leisure, tourism and
gastronomy, and invites the reader
to think about the intriguing
relationship value X price in the
world of hiperconsumption.
HOWTOMAKE STRATEGIC
MANAGEMENTOF
COMMUNICATIONTURN
INTOPRODUCTDIFFERENTIAL
INTHETOURISMMARKET
KATIAMARTINSVALENTE
pAgE82
Tourism in general represents one
of themajor visiting cards of
Brazil, and it requires to be the
object of many endeavors in the
different arenas which today are
parts of themany tools combined in
the careful strategicmanagement of
communication. It is never enough
to emphasize the critical importance
of this process of combining all
available tools – in a gigantic Public
Relations scheme, with the
objective of protecting and
promoting the image of the brand
Brazil, through activities such as:
press publicity, sponsoring,
happenings, shows and
megaevents, and all that may
place Brazil as a safe and desirable
destination option, for a variety of
publics and purposes.
MARKETINGAND
FINANCIALMANAGEMENT
INTHE ENTERTAINMENT FIELD
ANDRÉASBELCK,
ISMAELROCHA
pAgE98
This article presents the results of a
studymade by ESPM’s Nucleus of
Research inMarketing and Finance
among companies operating in
the entertainment field. The survey
identified and analyzed the adopted
practices of marketing and finance
and singled out the practices
considered to be innovative, in
the opinion of respondents.
In theMarketing area, the study
did not reveal identifiable patterns;
showed concentration in short-term
strategies, low usage of models for
analyses and strategic definitions,
and focus usually geared to
communication activities.
In the Financial area, the study
revealed that planning of costs and
expenses occur mainly in the
making of the budget forecast, with
low usage of analytical tools and
models; little use of feedbacks and
of benchmarking in the financial
management process.
Practices considered to be
innovative are related tomarketing
of experience, new communication
and e-business formats, below-the-
line and social responsibility actions
and integrated-budget-building.
STRUCTURESAND
GEORGE SMITH
HERMANOROBERTO
THIRY-CHERQUES
pAgE130
Structures aremental models. They
are ideas or understandings and do
not belong to the field of reality. For
some, they are simplifications that
we invent tomake the world
understandable. Partisans of
structuralismwill call them
explanations or readings, which
allow a glimpse of what is real
behind appearances.
The author elaborates these
concepts through the narrative of
a discovery by George Smith, in
November 1872, whenworking in
the decoding of a series of tables
written in cuneiform characters
about the saga of Gilgamesh. In
the legend and in the biography of
George Smith the structures parade
and intertwine. Following the
elements and the relations which
bring together Smith andGilgamesh,
wemeet with the unknown, and the
lack of information, reflected in the
mirror of the ages. In the cuneiform
text and its translation, we discover
a comprehensible path, whichwe
may call language. Structuralism is
tempting, andwe could scrutinize
other relationships, other contents,
even infinite possibilities.
Everywhere we look, toward facts
or legends, we see constants and
variables, elements and
relationships. Maybe this is so
because reality is so. Or maybe this
is so because wemay only see what
our reason is capable of accepting.
We shall never be sure.
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