RELAÃÃES DE TROCA SOB A ÃTICA DO MARKETING DE RELACIONAMENTO E DA TEORIA DA DÃDIVA / Exchange relations under the optics of relationship marketing and the Gift Theory.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

In the marketing area, there is a trend to consider the exchange relations only from an economic and utilitarian perspective. However, as the exchanges are social phenomena, it does not have to be treated only under this perspective. Because of this fact, it is necessary to understand not only the economic aspects of the exchange, but also the symbolic aspects. Therefore, was objectified to show, theoretically, that the relations of commercial exchange are composed by two elements, the symbolic aspect and the utilitarian aspect, as well as compare the Gift Theory with the Relationship Marketing in order to disclose the potentialities and the limitations of these paradigms to explain the commercial exchanges in the contemporary society. In order to reach this objective, was used the theoretical research for the accomplishment of a comparative analysis between the exchanges in the traditional societies under the optics Gift Theory and the exchanges in the contemporary society under the optics of the Relationship Marketing. Through comparative analysis, was verified that the consumers, in the exchange process, value not only the utilitarian elements, but also the symbolic ones. Thus, none of the two paradigms - Gift and Relationship Marketing -, by itself is capable to explain the relations of commercial exchange that happen in the contemporary society. It was observed that both are necessary. Some consumers desire to establish social bonds. In this in case, the kind of desirable exchange is the Relational, because it makes possible the social bond. Other consumers would rather the freedom offered for the market: make their exchanges without involving in relationships. In this in case the transactional exchange (utilitarian) is the kind of desirable exchange. This work hooks the attention for the slimness of the associated thinking to the domain of the practical reason. Potentially, when wizardly applied, the practical reason is a productive form to think and to act. However, it does not have to be taken as only. Therefore, was fulfilled an attempt to reestablish what the utilitarianism has been tried to remove of practical form: those human behaviors that escape to the mathematics - the human being affectivity. Believes that commercial exchanges, with only economic interest (utilitarianism), as much exchanges only with disinterest (symbolism), are for being explained and does not stop being had as certain. It is not matter of an option or another one, but to understand the dialectic between these two faces of the commercial exchange.

ASSUNTO(S)

relationship marketing dÃdiva marketing de relacionamento gift exchange troca administracao

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