Joaquim Antunes1 e Paulo Rita2
Resumo: O presente artigo procura analisar a evolução e aceitação, por parte da comunidade científica e académica, da abordagem de marketing relacional como paradigma emergente. São objecto de estudo as insuficiências do marketing transaccional bem como as linhas e determinantes que contribuíram para o desenvolvimento do marketing relacional. Apresentam-se ainda as novas formas de actuação do marketing relacional e as respectivas implicações na gestão das organizações. O trabalho termina com um conjunto de reflexões finais e com um despertar e incentivo para novas investigações em marketing relacional, em Portugal, bem como para uma maior aplicação por parte das organizações.
Palavras-chave: Marketing Transaccional, Marketing Relacional
Title: The relationship marketing as a new paradigm: A conceptual analysis
Abstract: This paper presents the evolution and acceptance, both by the business world and academic community, of relationship marketing as an emergent paradigm. The study focuses on the insufficiencies of the transactional marketing as well as the determinants that had contributed for the development of the relationship marketing. The new approach of relationship marketing and its implications in management are also presented. This study finishes with a set of recommendations to act as incentives for future research in relationship marketing in Portugal as well as for extending its application in organizations.
Key words: Transactional Marketing, Relationship Marketing
]]> Titulo: El marketing relacional como nuevo paradigma: Una analice conceptual
Resumen: El presente artículo busca analizar la evolución y la aceptación, por parte de la comunidad científica y académica, del concepto del marketing relacional como paradigma emergente. El objeto de estudio son las carencias del marketing transaccional bien como las líneas y determinantes que contribuirán para el desarrollo del marketing relacional. Se presentan también las nuevas formas de actuación del marketing relacional y la consecuente implicación en la gestión de las organizaciones. El trabajo termina con un conjunto de reflexiones finales y con un estimulo e incentivo para las nuevas investigaciones en marketing relacional, en Portugal, bien como para una mayor aplicación por parte de las organizaciones.
Palabras clave: Marketing Transaccional, Marketing Relacional
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1Joaquim Antunes
]]> Doutor em Marketing (ISCTE). Professor Coordenador da Escola Superior de Tecnologia do Instituto Politécnico de Viseu, Portugal. Director do Departamento de Gestão.PhD in Marketing (ISCTE). Professor of Marketing at School of Technology, Institute Polytechnic of Viseu, Portugal. Director of the Department of Management Studies.
Doctorado en Marketing (ISCTE). Profesor Coordinador en la Escola Superior de Tecnologia do Instituto Politécnico de Viseu, Portugal. Director del Departamento de Gestión.
2Paulo Rita
Pós-Doutorado em E-Marketing (Universidade de Nevada, Las Vegas, EUA). Doutorado em Marketing (Universidade de Wales, Cardiff, RU). Professor Catedrático de Marketing na IBS – ISCTE Business School. Coordenador Científico do Management Research Center (MRC/ISCTE, Lisboa, Portugal).
PosDoc in E-Marketing (University of Nevada, Las Vegas, USA). PhD in Marketing (University of Wales, Cardiff, UK). Professor of Marketing at IBS – ISCTE Business School. Scientific Coordinator of the Management Research Center (MRC/ISCTE, Lisbon, Portugal).
Pos-Doctorado en E-Marketing (Universidad de Nevada, Las Vegas, EUA). Doctorado en Marketing (Universidad de Wales, Cardiff, RU). Profesor Catedrático en Marketing en la IBS – ISCTE Business School. Coordinador Científico del Management Research Center (MRC/ISCTE, Lisboa, Portugal).
Recebido em Fevereiro de 2007 e aceite em Maio de 2008.
]]> Received in February 2007 and accepted in May 2008. ]]>