This paper proposes a discussion on the connection between organizational communication and marketing and the perceived gap between academic theory and market practice. Companies participating in the Petrogas Network of Sergipe were... more
This paper proposes a discussion on the connection between organizational communication and marketing and the perceived gap between academic theory and market practice. Companies
participating in the Petrogas Network of Sergipe were observed. The holistic singlecase study methodology proposed by Yin was
used. Through this study it can be seen that, even in light of the rigid methods proposed by international standards, both communication
and marketing have been neglected in the companies analyzed.
participating in the Petrogas Network of Sergipe were observed. The holistic singlecase study methodology proposed by Yin was
used. Through this study it can be seen that, even in light of the rigid methods proposed by international standards, both communication
and marketing have been neglected in the companies analyzed.
