{"id":"https://openalex.org/W1493890484","doi":null,"title":"O MARKETING NO ENSINO SUPERIOR: COMPARATIVO BRASIL-PORTUGAL","display_name":"O MARKETING NO ENSINO SUPERIOR: COMPARATIVO BRASIL-PORTUGAL","publication_year":2010,"publication_date":"2010-01-01","ids":{"openalex":"https://openalex.org/W1493890484","mag":"1493890484"},"language":"pt","primary_location":{"id":"pmh:oai:doaj.org/article:45fcf106da074eccaf969451eb22f0cb","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/45fcf106da074eccaf969451eb22f0cb","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Faces: Revista de Administra\u00e7\u00e3o, Vol 9, Iss 4 (2010)","raw_type":"article"},"volume":null,"type":"article","indexed_in":["doaj"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doaj.org/article/45fcf106da074eccaf969451eb22f0cb","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5049944252","display_name":"H\u00e9l\u00e9na Alves","orcid":"https://orcid.org/0000-0001-5192-2310","observed_orcids":["https://orcid.org/0000-0001-5192-2310"]},"institutions":[{"id":"https://openalex.org/I161321875","display_name":"University of Beira Interior","ror":"https://ror.org/03nf36p02","country_code":"PT","type":"education","lineage":["https://openalex.org/I161321875"]}],"countries":["PT"],"is_corresponding":false,"raw_author_name":"Helena Alves","raw_affiliation_strings":["Universidade da Beira Interior"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidade da Beira Interior","institution_ids":["https://openalex.org/I161321875"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5015550843","display_name":"Emerson Wagner Mainardes","orcid":"https://orcid.org/0000-0003-2525-275X","observed_orcids":["https://orcid.org/0000-0003-2525-275X"]},"institutions":[{"id":"https://openalex.org/I161321875","display_name":"University of Beira Interior","ror":"https://ror.org/03nf36p02","country_code":"PT","type":"education","lineage":["https://openalex.org/I161321875"]}],"countries":["PT"],"is_corresponding":false,"raw_author_name":"Emerson Wagner Mainardes","raw_affiliation_strings":["Universidade da Beira Interior"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidade da Beira Interior","institution_ids":["https://openalex.org/I161321875"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5039123296","display_name":"Mario Raposo","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I161321875","display_name":"University of Beira Interior","ror":"https://ror.org/03nf36p02","country_code":"PT","type":"education","lineage":["https://openalex.org/I161321875"]}],"countries":["PT"],"is_corresponding":false,"raw_author_name":"Mario Raposo","raw_affiliation_strings":["Universidade da Beira Interior"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Universidade da Beira Interior","institution_ids":["https://openalex.org/I161321875"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I161321875"],"apc_list":null,"apc_paid":null,"fwci":0.6683,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":{"value":0.80539667,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":96},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12671","display_name":"Management and Marketing Education","score":0.41819998621940613,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12671","display_name":"Management and Marketing Education","score":0.41819998621940613,"subfield":{"id":"https://openalex.org/subfields/1405","display_name":"Management of Technology and Innovation"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.31859999895095825,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10546","display_name":"Higher Education Governance and Development","score":0.16060000658035278,"subfield":{"id":"https://openalex.org/subfields/3320","display_name":"Political Science and International Relations"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/educational-marketing","display_name":"educational marketing","score":0.9620000123977661},{"id":"https://openalex.org/keywords/higher-education-marketing","display_name":"higher education marketing","score":0.8980000019073486},{"id":"https://openalex.org/keywords/marketing-mix","display_name":"marketing mix","score":0.8650000095367432},{"id":"https://openalex.org/keywords/comparative-higher-education","display_name":"comparative higher education","score":0.5910000205039978},{"id":"https://openalex.org/keywords/brazil","display_name":"Brazil","score":0.5960000157356262},{"id":"https://openalex.org/keywords/portugal","display_name":"Portugal","score":0.9869999885559082},{"id":"https://openalex.org/keywords/higher-education-system","display_name":"higher education system","score":0.6370000243186951}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.48981139063835144},{"id":"https://openalex.org/C35219183","wikidata":"https://www.wikidata.org/wiki/Q5146","display_name":"Portuguese","level":2,"score":0.4859267771244049},{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.4213351011276245},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.4197959303855896},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.3451747000217438},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.31520384550094604},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.17550688982009888},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:doaj.org/article:45fcf106da074eccaf969451eb22f0cb","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/45fcf106da074eccaf969451eb22f0cb","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Faces: Revista de Administra\u00e7\u00e3o, Vol 9, Iss 4 (2010)","raw_type":"article"},{"id":"pmh:oai:redalyc.org:194018658003","doi":null,"is_oa":false,"landing_page_url":"https://www.redalyc.org/articulo.oa?id=194018658003","pdf_url":null,"source":{"id":"https://openalex.org/S4377196100","display_name":"Redalyc (Universidad Aut\u00f3noma del Estado de M\u00e9xico)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I179647637","host_organization_name":"Universidad Aut\u00f3noma del Estado de M\u00e9xico","host_organization_lineage":["https://openalex.org/I179647637"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Revista de Administra\u00e7\u00e3o FACES Journal (Brasil) Num.4 Vol.9","raw_type":"art\u00edculo cient\u00edfico"}],"best_oa_location":{"id":"pmh:oai:doaj.org/article:45fcf106da074eccaf969451eb22f0cb","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/45fcf106da074eccaf969451eb22f0cb","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Faces: Revista de Administra\u00e7\u00e3o, Vol 9, Iss 4 (2010)","raw_type":"article"},"sustainable_development_goals":[{"display_name":"Quality education","id":"https://metadata.un.org/sdg/4","score":0.9235000014305115}],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":34,"referenced_works":["https://openalex.org/W135232119","https://openalex.org/W161037149","https://openalex.org/W996353298","https://openalex.org/W1509625714","https://openalex.org/W1543720862","https://openalex.org/W1549916508","https://openalex.org/W1605991455","https://openalex.org/W1877857629","https://openalex.org/W1966609412","https://openalex.org/W1972109494","https://openalex.org/W1977267690","https://openalex.org/W1981025964","https://openalex.org/W1991471149","https://openalex.org/W2010520255","https://openalex.org/W2019818725","https://openalex.org/W2025342938","https://openalex.org/W2029303501","https://openalex.org/W2038125955","https://openalex.org/W2049148066","https://openalex.org/W2051588238","https://openalex.org/W2053093940","https://openalex.org/W2056695936","https://openalex.org/W2059179344","https://openalex.org/W2063344064","https://openalex.org/W2072551229","https://openalex.org/W2076863727","https://openalex.org/W2077617176","https://openalex.org/W2080385925","https://openalex.org/W2093212397","https://openalex.org/W2093338680","https://openalex.org/W2099552859","https://openalex.org/W2163606305","https://openalex.org/W2320537567","https://openalex.org/W2331940983"],"related_works":["https://openalex.org/W1994859472","https://openalex.org/W2237040573","https://openalex.org/W2752326728","https://openalex.org/W7039414996","https://openalex.org/W1547664245","https://openalex.org/W2739570634","https://openalex.org/W7011816760","https://openalex.org/W7021148146","https://openalex.org/W2465752785","https://openalex.org/W6980105072"],"abstract_inverted_index":{"Ao":[0],"abordar":[1],"o":[2,31,109],"marketing":[3,18,32,59,94,133,150],"aplicado":[4,69],"ao":[5],"ensino":[6,80,110,119],"superior,":[7],"este":[8],"estudo":[9],"tem":[10,34,114],"como":[11],"objetivos":[12],"discutir":[13],"os":[14],"conceitos":[15,56,129],"te\u00f3ricos":[16],"do":[17,79,93,118,132,149],"educacional":[19,33,95,151],"e":[20,25,47,66,84,87,99,123],"aplic\u00e1los":[21],"aos":[22],"contextos":[23,77],"brasileiro":[24],"portugu\u00eas.":[26],"Tendo":[27],"em":[28,85,121],"considera\u00e7\u00e3o":[29],"que":[30,108],"a":[35,41,44,140,147,152],"sua":[36,42],"maior":[37],"express\u00e3o":[38],"nos":[39],"E.U.A.,":[40],"aplica\u00e7\u00e3o":[43,92,127,148],"diferentes":[45,153],"realidades":[46,97],"culturas":[48],"requer":[49],"adapta\u00e7\u00f5es.":[50],"Inicialmente,":[51],"fez-se":[52,88],"uma":[53,74,89],"revis\u00e3o":[54],"dos":[55,76,128],"tradicionais":[57,131],"de":[58,142],"educacional,":[60],"com":[61],"\u00eanfase":[62],"nas":[63,96],"vantagens,":[64],"desvantagens":[65],"no":[67,82,104,112],"marketing-mix":[68,105],"\u00e0":[70,134],"educa\u00e7\u00e3o.":[71,135],"Posteriormente":[72],"realizou-se":[73],"carateriza\u00e7\u00e3o":[75],"atuais":[78],"superior":[81,111,120],"Brasil":[83,113],"Portugal,":[86],"compara\u00e7\u00e3o":[90],"da":[91],"brasileira":[98],"portuguesa,":[100],"focando":[101],"as":[102],"an\u00e1lises":[103],"educacional.":[106],"Percebeu-se":[107],"carater\u00edsticas":[115],"muito":[116],"diversas":[117],"Portugal":[122],"ambos":[124],"divergem":[125],"na":[126],"mais":[130],"Desta":[136],"forma,":[137],"faz-se":[138],"necess\u00e1ria":[139],"constru\u00e7\u00e3o":[141],"abordagens":[143],"te\u00f3ricas":[144],"espec\u00edficas":[145],"para":[146],"na\u00e7\u00f5es.":[154]},"counts_by_year":[{"year":2021,"cited_by_count":3},{"year":2019,"cited_by_count":1},{"year":2016,"cited_by_count":1},{"year":2013,"cited_by_count":1}],"updated_date":"2026-08-08T01:25:22.217667","created_date":"2016-06-24T00:00:00"}