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Relations Between Marketing and Innovation in Brazilian Universities

  • Dalton de Sousa
  • Ricardo Braga VeronezeEmail author
  • André Luiz Zambalde
  • Paulo Henrique de Souza Bermejo
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9265)

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.

Keywords

Innovation management Technology transfer Universities Marketing 

Notes

Acknowledgement

The authors thank the Minas Gerais State Foundation for Research Development (FAPEMIG), the Brazilian Council for Scientific, Technological Development (CNPq) and Federal University of Lavras for their financial support.

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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  • Dalton de Sousa
    • 1
  • Ricardo Braga Veroneze
    • 1
    Email author
  • André Luiz Zambalde
    • 1
  • Paulo Henrique de Souza Bermejo
    • 1
  1. 1.Federal University of LavrasLavrasBrasil

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