CONTEMPORARY MARKETING PRACTICES APPROACHES IN THE PROFESSIONAL SERVICES INDUSTRY IN BRAZIL
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| Natura: | Artículo científico |
| Lingua: | es |
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Universidade Federal Fluminense
2020
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| _version_ | 1876451473360945152 |
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| author | Lenoir Hoeckesfeld |
| author_facet | Lenoir Hoeckesfeld |
| contents | CONTEMPORARY MARKETING PRACTICES APPROACHES IN THE PROFESSIONAL SERVICES INDUSTRY IN BRAZIL Lenoir Hoeckesfeld Aléssio Bessa Sarquis André Torres Urdan Eric David Cohen Administración y Contabilidad Marketing services Professional services Relationship marketing Contemporary marketing practices The objective of this study is to investigate the Contemporary Marketing Practices (CMP) of professional services firms from the State of Santa Catarina in Brazil, according to the models proposed by Coviello, Brodie & Munro (1997) and Coviello, Milley & Marcolin (2001). The research methodology has a quantitative and descriptive approach and uses a survey; the sample encompasses 146 companies from the accounting, engineering, consulting, advertising, information technology and hospital industries. Our findings also reveal the existence of seven main business segment typologies: “Advanced Relational”; “Interactive Relational/Network”; “Relational Database/Digital”; “Moderately Relational”; “Conservative I”; “Conservative II” and “Refractory”. 2020 artículo científico 1982-2596 https://www.redalyc.org/articulo.oa?id=441762758005 https://www.redalyc.org/journal/4417/441762758005/ https://www.redalyc.org/journal/4417/441762758005/html/ https://www.redalyc.org/journal/4417/441762758005/441762758005.epub https://www.redalyc.org/journal/4417/441762758005/movil https://doi.org/10.12712/rpca.v14i1.38890 es http://www.redalyc.org/revista.oa?id=4417 Revista Pensamento Contemporâneo em Administração application/pdf Universidade Federal Fluminense Revista Pensamento Contemporâneo em Administração (Brasil) Num.1 Vol.14 |
| format | Artículo científico |
| id | redalyc_441762758005 |
| institution | Redalyc |
| language | es |
| publishDate | 2020 |
| publisher | Universidade Federal Fluminense |
| spellingShingle | CONTEMPORARY MARKETING PRACTICES APPROACHES IN THE PROFESSIONAL SERVICES INDUSTRY IN BRAZIL Lenoir Hoeckesfeld Administración y Contabilidad Marketing services Professional services Relationship marketing Contemporary marketing practices CONTEMPORARY MARKETING PRACTICES APPROACHES IN THE PROFESSIONAL SERVICES INDUSTRY IN BRAZIL Lenoir Hoeckesfeld Aléssio Bessa Sarquis André Torres Urdan Eric David Cohen Administración y Contabilidad Marketing services Professional services Relationship marketing Contemporary marketing practices The objective of this study is to investigate the Contemporary Marketing Practices (CMP) of professional services firms from the State of Santa Catarina in Brazil, according to the models proposed by Coviello, Brodie & Munro (1997) and Coviello, Milley & Marcolin (2001). The research methodology has a quantitative and descriptive approach and uses a survey; the sample encompasses 146 companies from the accounting, engineering, consulting, advertising, information technology and hospital industries. Our findings also reveal the existence of seven main business segment typologies: “Advanced Relational”; “Interactive Relational/Network”; “Relational Database/Digital”; “Moderately Relational”; “Conservative I”; “Conservative II” and “Refractory”. 2020 artículo científico 1982-2596 https://www.redalyc.org/articulo.oa?id=441762758005 https://www.redalyc.org/journal/4417/441762758005/ https://www.redalyc.org/journal/4417/441762758005/html/ https://www.redalyc.org/journal/4417/441762758005/441762758005.epub https://www.redalyc.org/journal/4417/441762758005/movil https://doi.org/10.12712/rpca.v14i1.38890 es http://www.redalyc.org/revista.oa?id=4417 Revista Pensamento Contemporâneo em Administração application/pdf Universidade Federal Fluminense Revista Pensamento Contemporâneo em Administração (Brasil) Num.1 Vol.14 |
| title | CONTEMPORARY MARKETING PRACTICES APPROACHES IN THE PROFESSIONAL SERVICES INDUSTRY IN BRAZIL |
| topic | Administración y Contabilidad Marketing services Professional services Relationship marketing Contemporary marketing practices |
| url | https://www.redalyc.org/articulo.oa?id=441762758005 https://www.redalyc.org/journal/4417/441762758005/ https://www.redalyc.org/journal/4417/441762758005/html/ https://www.redalyc.org/journal/4417/441762758005/441762758005.epub https://www.redalyc.org/journal/4417/441762758005/movil https://doi.org/10.12712/rpca.v14i1.38890 |