Revista da ESPM_JAN-FEV-2012

j a n e i r o / f e v e r e i r o d e 2 0 1 2 – R e v i s t a d a E S P M 129 ES PM traits of a variety of logical reasoning that interposes topics that before would have been treated as an exclusion. This is the case of marketing and religion. The behavioural changes of individuals, now treated as consumer agents, affect their behaviour not only in face of the profane, but also the sacred. Therefore, each day sees the birth of new and curious religions in a similar rate to the production of con- ventional products. The kiss of God and the corporate world EDUARDO OYAKAWA PAGE 74 The present article looks to define spirituality in the form of Abrahamic religions, especially Jewish mysticism, and establish connections with the corporate world and prosaic interpersonal relationship with the inexhaustible univer- se of affectus capable of transcending the rigours imposed by the rigid structures of bureaucracies. What is the current Hasidic spirituality in this secular, skeptical and productive universe? How are evangelists viewed in Brazil, from the media point of view ISMAEL ROCHA PAGE 78 Menacing the hegemony of the Roman Catholic Church, evangelists multiply themselves throughout the different social classes of the Brazilian population. Throu- gh hundreds of temples, denominations or sects, they make free interpretations of the Bible, adjusting language and worshiping forms to the target public. Even presenting high growth rates and having distinct characteristics, evangelists are depicted by printed media as a one only group and with questionable behaviour. Result of a long research in the principal printed media communication vehicles, it was possible to identify the current view that people have of evangelists in Brazil. About religion, profiles and marketing RICARDO ZAGALLO CAMARGO PAGE 86 What, in fact, is religion to you? The replies in Twitter format (up to 140 characters) to this question, sent to a group of professors of ESPM, serves as a starter to think about the part played by religion and the course taken by marketing today. With regard to religion, the replies from the professors confirms, in a certain way, the thesis defined by Jurandir Freire Costa (2010), for whom ethical dilemmas can still be met within the framework of Western lay or spiritual tradition, which functions as a divider for taking decisions and establish relationship with others. The incoherence between the profile of res- pondents and their replies is, sometimes, a good pretext to suggest that the observa- tion of standards of behaviour occupies the place of profile building and the search for motivating consumption among the list of marketing concerns. From linear management to transcendence of systemic organisations AURÉLIO L. ANDRADE AND LEONARDO MARQUES PAGE 108 This article deals with the difficulties confronted by organisations modelled on mechanist principles. Mechanist organisations are those modeled on productivity and control and which were very successful in the XXth century. However, with changes that have occurred at the end of this period one notes much more difficulties of this model of organization, difficulties inherent to its inflexibility, unsustainability and unhappiness of its members. At the dawn of the XXIst century, in the midst of the crisis that has hit a large segment of scientific areas related to Cartesian theory, administration also demands change. This is the era of systemic organisations, which privileges above all, relationships, mobility, ne- tworking structure and use of ecological metaphors can bring flexibility, collabora- tion and creativity. And, in addition to this, also can bring happiness. Stripping consumers: seducing clients to buy a mark for the first time NATASHA KAPULSKI PAGE 116 Every day, consumers are besieged by a great variety of brands. But they don’t evaluate all the options and for this reason habitually buy the same items. To understand how consumers break this routine, this study explores the purchase of non-durable consumer good brands for the first time. The results of interviews in two supermarkets in Australia show that: 1) One third of supermarket shopping includes, at least, one brand for the first time; 2) It does not exist a consumer group that is more predisposed to try a brand never before bought; 3) The majority of first time purchasing is by impulse, generated by the promotional and visual appeal of the brand on the shelf.