Use este identificador para citar ou linkar para este item: http://repositorio.ufla.br/jspui/handle/1/13418
Título: Cultura brasileira e marketing de relacionamento: um estudo etnográfico no varejo
Título(s) alternativo(s): Brazilian culture and relationship marketing: an ethnographic study in retail
Palavras-chave: Empresas - Cultura brasileira
Marketing de relacionamento
Empresas varejistas
Pequenas empresas
Business - Brazilian culture
Relationship marketing
Retail companies
Small business
Data do documento: Jul-2014
Editor: Universidade Nove de Julho
Citação: LOURENÇO, C. D. da S. Cultura brasileira e marketing de relacionamento: um estudo etnográfico no varejo. Revista Brasileira de Marketing, São Paulo, v. 13, n. 5, jul./set. 2014.
Resumo: This study was conducted in order to understand how Brazilian cultural traits are manifested in the relations of trade between employees of micro and small retailers and their customers. How, in marketing, one of the theoretical perspectives that seek to account for the relationship between businesses and consumers is relationship marketing, we sought to understand the exchanges and also to support this view. Assuming that the exchange ratio is also a commercial and social human relationship, we tried to treat the exchange as a social phenomenon. The research, qualitative in nature, was conducted in five retailers in a small city in southern Minas Gerais during the period of one year (Dec/2008 to Dec/2009) using ethnography as a method. As to results, as evidenced personalism, the warmth, the valuation of non-manual work, aversion to conflict, and the cunning knack manifested in trade relations. The main conclusion reached is that the reality of retail trade is complex and multifaceted as much as is the Brazilian culture.
URI: http://repositorio.ufla.br/jspui/handle/1/13418
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