CONTEMPORARY MARKETING PRACTICES APPROACHES IN THE PROFESSIONAL SERVICES INDUSTRY IN BRAZIL

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 methodo...

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Detalhes bibliográficos
Publicado no:Revista Pensamento Contemporâneo em Administração
Main Authors: Lenoir Hoeckesfeld, Aléssio Bessa Sarquis, André Torres Urdan, Eric David Cohen
Formato: Artigo
Idioma:Espanhol
Publicado em: Universidade Federal Fluminense 2020
Assuntos:
Administración y Contabilidad
Marketing services
Professional services
Relationship marketing
Contemporary marketing practices
Acesso em linha: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
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