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Marketing practices, between transactions and relationships, of companies in Brazil

Author

Listed:
  • Luciana Terra Targino

    (EAESP – FGV)

  • André Torres Urdan

    (EAESP – FGV)

  • Marie Agnes Chauvel

    (Universidade Federal de São João Del Re)

Abstract

Transactional marketing, for some time, reigned in theory and practice (SHETH; PARVATIYAR, 1995), highlighting the 4Ps (KOTLER, 2006). But some companies, especially in the services and industry sectors, began to have difficulty with the lack of personalization and interaction of such practice (HANKANSSON, 1982), (BRENTANI, 1991). In this context, emerged the Contemporary Marketing Practices Program (CMP). In it, Coviello, Brodie and Munro (1997) and Coviello, Milley and Macolin (2001), from conceptions of Grönroos (1996), pointed out five types of marketing as a function of the company/client interaction, four relational and one transactional. Results in several countries revealed the coexistence of relational and transactional marketing in many companies, but in different compositions. But ultimately, how does this phenomenon take place in Brazil? How does each marketing practice relate to business performance? This is a descriptive study, with data collected from executives, using the standard questionnaire of the CMP, plus a battery of questions about performance.

Suggested Citation

  • Luciana Terra Targino & André Torres Urdan & Marie Agnes Chauvel, 2013. "Marketing practices, between transactions and relationships, of companies in Brazil," Brazilian Business Review, Fucape Business School, vol. 10(2), pages 120-137, June.
    • Handle: RePEc:bbz:fcpbbr:v:10:y:2013:i:2:p:120-137
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    References listed on IDEAS

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    1. Raquel Oliveira Xavier & Jairo Simião Dornelas, 2006. "O papel do gerente num contexto de mudança baseada no uso da tecnologia CRM," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 10(1), pages 9-30.
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