IDEAS home Printed from
MyIDEAS: Login to save this article or follow this journal

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

  • Luciana Terra Targino

    (EAESP – FGV)

  • André Torres Urdan

    (EAESP – FGV)

  • Marie Agnes Chauvel

    (Universidade Federal de São João Del Re)

Registered author(s):

    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.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:
    File Function: Full text
    Download Restriction: no

    Article provided by Fucape Business School in its journal Brazilian Business Review.

    Volume (Year): 10 (2013)
    Issue (Month): 2 (June)
    Pages: 120-137

    in new window

    Handle: RePEc:bbz:fcpbbr:v:10:y:2013:i:2:p:120-137
    Contact details of provider: Postal: Fucape Business School Brazilian Business Review Av. Fernando Ferrari, 1358, Boa Vista CEP 29075-505 Vitória-ES
    Phone: +55 27 4009-4423
    Fax: +55 27 4009-4422
    Web page:

    More information through EDIRC

    No references listed on IDEAS
    You can help add them by filling out this form.

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:bbz:fcpbbr:v:10:y:2013:i:2:p:120-137. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sarah Lasso)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.