Raimar Richers


Raimar Richers was one of the founding professors at Escola de Administração de Empresas de São Paulo, business consultant and Brazilian amateur photographer. He was one of the first specialists in marketing in Brazil and wrote several books on that subject and others.

Biography

Son of Gustave Pedro Wilhelm Richers and Anna Maria Schaumann Richers, both born in Brazil and descendants of German families, he was married to Anna Elisabeth Richers, Swiss, born in Solothurn, on July 31, 1923. He had two children: Cristiano and Betina. He was the grandson of Henrique Schaumann and great-grandson of Gustav Stutzer. He was born in Zurich, Switzerland, during one of his mother's many trips to Europe, but spent his entire childhood and adolescence in São Paulo. Despite being born in that country and having married a Swiss citizen, he never had Swiss nationality. He spent his first 20 years without nationality and, later, requested the Brazilian. He was a first cousin of Herbert Richers, film producer who brought the technology of dubbing to Brazil.
He studied economics at the University of Bern, where he obtained the title of Doctor in Economics with the distinction Summa Cum Laude in 1952. At the university he met his future wife, Anna Elisabeth Bläsi, who was studying Psychology there, having as one of her professors Jean Piaget.
After his return to Brazil, he worked at General Motors do Brasil as manager of the economic analysis department until 1956. That year he was selected to participate in the training of the first professors for the Escola de Administração de Empresas de São Paulo, at the Michigan State University, where he obtained the title of Master of Arts in business administration. Still in 1956, he began his career at EAESP/FGV as assistant professor. In 1957 he became associate professor, in 1974 full professor and in 1975 founding professor. During this period he also held the following positions at the school: coordinator of the graduate course in 1958, head of the center for research and publications from 1959 to 1963, coordinator of the intensive course for administrators from 1966 to 1968, head of the marketing department of 1970 to 1973. He created RAE and was its chief editor and director in charge from 1960 to 1965. He retired from FGV in 1982.
In 1973 he founded the company RR&CA – Raimar Richers e Consultores Associados, through which he acted as a consultant in more than 200 Brazilian companies until his death in 2002. He was a member of the boards of directors of the following companies: Bicicletas Caloi S.A., Zivi-Hercules S.A. and of Brasilinterpart Intermediações e Participações S.A..
He died on June 18, 2002, at the age of 75, in the city of São Paulo.

Main published books and monographs

Sobre a Fundação do Café no Comércio Exterior do Brasil.Análise de Títulos Particulares no Brasil e Ações Paulistas: Rendimento e Valorização.Impacto da Ação do Governo sobre as Empresas Brasileiras.A Administração de Vendas nas Pequenas Empresas Brasileiras.Ensaios de Administração Mercadológica.Princípios da Administração Mercadológica.Rumos da América Latina – Desenvolvimento Econômico e Mudança Social.Seguro de Vida: Um Mercado a Conquistar.Segmentação como Alternativa Estratégica em Empresas Brasileiras O Que é Marketing O Que é Empresa O que é – Trabalho, Empresa e Marketing Segmentação – Opções Estratégicas para o Mercado Brasileiro Surfando as ondas do mercado
  • ''Marketing: Uma Visão Brasileira''

Notable articles

A Emancipação do Administrador Mercadológico O Empresário e a Inflação Brasileira Um Método Composto de Determinação de Preços Determinação de Zonas de Vendas: Um Modelo Brasileiro Eine Strategie der Preisbestimmung für die Unternehmung Transformação Social pela Abertura de Novos Mercados Desenvolvimento: Um Desafio Social Considerações Pouco Ortodoxas Sobre a Função do Consumo e Suas Implicações para os Países Menos Desenvolvidos Educar — Para que? Uma Futurologia Mercadológica para o Brasil Um Conceito Funcional de Integração Mercadológica Dependência: Fatalidade ou Falácia do Desenvolvimento? A Mercadologia Internacional como Desafio e Ameaça para os Países em Desenvolvimento O Planejamento Familiar e o Mercado de Anticoncepcionais no Brasil A Latin American Marketing Profile and its Implications for Economic Development Estratégias Mercadológicas de Empresas Multinacionais no Brasil Marketing Brasil: Onde Estamos? Para Onde Vamos? Marketing Planning in the Multinational Subsidiary: Practices and Problems Objetivos como Razão de Ser da Empresa Pitfalls in Planning for Multinational Operations Diversificar ou Não? Eis a Questão Livros-textos de Marketing: Um Confronto Crítico Estratégia, Estrutura e Ambiente A Sociedade Industrial e o Poder da Empresa Revista de Economia Política, vol. 2, number 4, October/December 1982)Elementos para uma Teoria de Decisões Estratégicas Como Enfrentar a Concorrência com Vantagem Marketing e a Crise Econômica Brasileira O Enigmático, mas Indispensável Consumidor O Mercado Como Catalisador do Desenvolvimento O Futuro do Marketing e o Marketing do Futuro Informação, Conhecimento e Sabedoria O despertar do Marketing Comunitário
  • ''As extraordinárias perspectivas do Marketing''