O Marketing Relacional No Mercado Massivo: Teoria Ou Prática Real?

The relational marketing paradigm, as well as its predecessors, has been rapidly added to marketing managements lexicon and tool kit. In conjunction with this concept, theoreticians have devised techniques that are essential to make it operative. Paramount among them is the development of the client...

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Bibliographic Details
Published inRevista brasileira de marketing Vol. 11; no. 1; p. 148
Main Author Luis Wakabayashi, José
Format Journal Article
LanguagePortuguese
Published São Paulo Universidade Nove de Julho (UNINOVE), PPGA 01.01.2012
Subjects
Academic marketing
Analysis
Brand loyalty
Competition
Customer relationship management
Decision making
Departments
Direct marketing
Industrial markets
Relationship marketing
Studies
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Summary:The relational marketing paradigm, as well as its predecessors, has been rapidly added to marketing managements lexicon and tool kit. In conjunction with this concept, theoreticians have devised techniques that are essential to make it operative. Paramount among them is the development of the client management process and within it, the use and application of the Customer Lifetime Value concept which is the relational approachs corner stone, and the present value of future growth is generated by clients In working with clients, this is essential to determine the strategy that will allow the company to reach and/or preserve its competitive advantage. Evidence so far suggests that although companies are prone to adopt the relational marketing paradigm, they still enforce transactional marketing concepts. This may be the consequence of the emerging use of that concept and the Customer Lifetime Value technique in Latin American countries as part of the client management process. The failure to use this concept in dynamic industries, as in mass retail, is a topic of interest for administration sciences and in particular, marketing and this article seeks to draw attention to this fact. [PUBLICATION ABSTRACT]
ISSN:2177-5184