Contemporary marketing practices approaches in the professional services industry in Brazil

Authors

  • Lenoir Hoeckesfeld Universidade do Vale do Itajaí (UNIVALI) e Instituto Federal do Mato Grosso (IFMT) http://orcid.org/0000-0002-1339-1157
  • Aléssio Bessa Sarquis Universidade do Sul de Santa Catarina (UNISUL)
  • André Torres Urdan Universidade Nove de Julho (UNINOVE)
  • Eric David Cohen Centro Universitário Alves Faria (UNIALFA-GO).

DOI:

https://doi.org/10.12712/rpca.v14i1.38890

Abstract

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”.

Downloads

Download data is not yet available.

Author Biographies

Lenoir Hoeckesfeld, Universidade do Vale do Itajaí (UNIVALI) e Instituto Federal do Mato Grosso (IFMT)

Doutorando no Programa de Pós-Graduação em Administração da Universidade do Vale do Itajaí (UNIVALI) e professor do Instituto Federal do Mato Grosso (IFMT)

Aléssio Bessa Sarquis, Universidade do Sul de Santa Catarina (UNISUL)

Doutor em Administração pela Universidade de São Paulo (USP) e professor do Programa de Pós-Graduação Mestrado em Administração (PPGA) da Universidade do Sul de Santa Catarina (UNISUL)

André Torres Urdan, Universidade Nove de Julho (UNINOVE)

Doutor em Administração pela Universidade de São Paulo (USP) e professor da Universidade Nove de Julho (UNINOVE), São Paulo, SP - Brasil.

Eric David Cohen, Centro Universitário Alves Faria (UNIALFA-GO).

Doutor em Administração de Empresas pela Fundação Getúlio Vargas (FGV) e professor da Universidade Estadual de Campinas

Downloads

Published

2020-03-31

Issue

Vol. 14 No. 1 (2020)

Section

Artigos/Papers

License

Authors retain the copyright and grant the journal the right of first publication with simultaneously license under the Creative Commons Attribution License, permitting sharing the paper with acknowledgment of its first publication in this journal.

Authors are allowed to take additional contracts for non-exclusive distribution of the version of the paper published in this journal (eg, publish in institutional repository or publish as a chapter of a book), always with an acknowledgment of its initial publication in this journal.