BRAZILIAN COMPANIES RELATIONSHIP MARKETING PRACTICES: OVERVIEW AND PERFORMANCE / AS PRÁTICAS DE MARKETING DE RELACIONAMENTO DAS EMPRESAS BRASILEIRAS: PANORAMA E DESEMPENHO

AUTOR(ES)

LUCIANA TERRA TARGINO

DATA DE PUBLICAÇÃO

2009

RESUMO

Some authors state that the Relationship Marketing came to suppress the Transactional Marketing once considered somewhat obsolete. In order to check this assertion, writers like Brodie and Munro (1997) and Coviello, Milley and Macolin, based on Grönroos Relationship Marketing definition (1996), defined different types of relationship Marketing which were checked later with surveys in companies over the countries. However, these researches showed that there is no replacement of one type of marketing for another and verified that both of them coexist in the companies at the same time. This research is a descriptive exploratory survey that was carried out by a questionnaire applied to 128 companies. It was concluded that the different types of marketing coexist in the Brazilian firms as well and, but that the practice of Transactional Marketing, in conjunction with the Relationship Marketing, has not brought marketing and financial returns satisfactory in the last 3 years for business.

ASSUNTO(S)

marketing of relationship marketing de relacionamento

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