Sign In
(signout)
Contact us
Search
It looks like your browser does not have JavaScript enabled. Please turn on JavaScript and try again.
About FDC
Return
FDC at a glance
Board and Councils
Faculty
Facilities
Ranking and Accreditations
FDC & The World
Return
International Partnerships and Alliances
FDC International Hub
FDC News
Social Education
Return
FDC - Cardinal Dom Serafim Social Center
Get in Touch and Contribute
Education
Return
FDC International HUB
Executive Education Programs
Degree Programs
Research & Collections
FDC Library System
Life at FDC
Return
Life in Brazil
International Students at FDC
Learning Journeys in Brazil and Abroad
FDC
>
en
>
Research
>
publications
Knowledge
Research and Development Centers
Innovation and Entrepreneurship Center
People and Leadership Development Center
Sustainability Center
Strategy and International Business Center
Logistics, Supply Chain and Infrastructure Center
Publications
The FDC Library System
00A1BE
FFFFFF
Imagem Box 2
Publication
Emergence and Foundations of the Relationship Marketing School of Thought.
Year
2018
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
2004
2003
2002
2001
2000
1999
1998
1997
1996
1995
1994
1993
1980
1979
1978
2019
2020
Português
Inglês
Espanhol
Article
Book
Case Study
DOM Magazine Articles
FDC Executive
Idea Workbook
Proceedings
Research Report
Find only publications available for download
Search
Download pdf
http://ci.fdc.org.br/AcervoDigital/Artigos%20FDC/Artigos%20FDC%202011/O%20Surgimento%20da%20Escola%20de%20Pensamento%20do%20Marketing%20de%20Relacionamento%20e%20Seus%20FundamentosEN.pdf
Download Abstract
Emergence and Foundations of the Relationship Marketing School of Thought.
Year of publication:
2,011
Publication:
Belo Horizonte, Revista Pretexto, v.12, n.3, p. 29-46, jul./set. 2011.
Pagination:
Authors:
BARAKAT, Lívia Lopes; LARA, José Edson; GOSLING, Marlusa.
Type of Publication:
Article
Main Author:
Barakat, Lívia Lopes
Other Authors:
BARAKAT, Lívia Lopes; LARA, José Edson; GOSLING, Marlusa.
Summary:
The objective of this study is to discuss the foundations of Relationship Marketing (RM) as a marketing school of thought, after the seventies. First a review of the main marketing schools is made, according to Sheth, Gardner e Garrett (1988). Considering their influences on Relationship Marketing, its arousal will be discussed as well as its main precursors, classifying the emergent school according to the criteria of interactive/non-interactive, economic/non-economic. Then this paper aims to answer the questions: Can RM be considered a preeminent marketing school of thought? Is it possible to reach a general theory in RM? Is the objectivity in RM researches desirable/possible? The analysis of this questionings is based on a discussion of the philosophical slopes of scientific knowledge (Comte, Durkhein, Popper, Nagel, Kant, Weber), that constitute epistemological basis for the development of researches in the area.
Language:
Português
Reference Number:
658.8 B223s 2011