[pt] AS PRÁTICAS DE MARKETING DE RELACIONAMENTO DAS EMPRESAS BRASILEIRAS: PANORAMA E DESEMPENHO

[en] BRAZILIAN COMPANIES RELATIONSHIP MARKETING PRACTICES: OVERVIEW AND PERFORMANCE

[pt] LUCIANA TERRA TARGINO

[pt] MARKETING DE RELACIONAMENTO

[pt] MARKETING TRANSACIONAL

[en] MARKETING OF RELATIONSHIP

[pt] Alguns autores apontam que o marketing de relacionamento veio para suplantar o então considerado obsoleto marketing transacional. Para testar essa afirmação, autores como Brodie e Munro (1997) e Coviello, Milley e Macolin (2001), baseados nas definições de marketing relacional de Grönroos (1996), definiram diferentes tipos de marketing de relacionamento, que foram posteriormente testados em pesquisas realizadas com empresas em vários países. Essas pesquisas, porém, revelaram que não há uma substituição de um tipo de marketing pelo outro, mas sim que o marketing relacional e o marketing transacional co-existem dentro das empresas. Esta dissertação, baseada em uma pesquisa exploratória descritiva, realizada por meio de questionário aplicado a 128 empresas, constatou que os diferentes tipos de marketing também co-existem dentro das empresas brasileiras, mas que a prática do marketing transacional, em conjunto com o marketing relacional, não trouxe retornos mercadológicos e financeiros satisfatórios nos últimos três anos para as empresas.

[en] 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.

MARIE AGNES CHAUVEL

JORGE MANOEL TEIXEIRA CARNEIRO

MARIE AGNES CHAUVEL

ANDRE TORRES URDAN

2010-04-14

2009-12-11

[pt] TEXTO

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PORTUGUÊS

https://www.maxwell.vrac.puc-rio.br/colecao.php?strSecao=resultado&nrSeq=15482@1

https://www.maxwell.vrac.puc-rio.br/colecao.php?strSecao=resultado&nrSeq=15482@2

https://doi.org/10.17771/PUCRio.acad.15482