Perspetiva conciliadora do marketing relacional e digital: um olhar no contexto organizacional

Armando Eurico Carvalho, Patrick Fernandes Esteves, Bruno Barbosa Sousa, André Paulo Catarino

Abstract


Objective: Provide theoretical knowledge to support companies and allow customers and end consumers to achieve the best possible value. This work also aims to present a reconciling perspective between relational and digital marketing.

Methodology: Theoretical contribution with systematic literature review and best practices (i.e. benchmarking) of relational marketing and digital application in specific organizational contexts.

Originality: This study aims to be a pioneering contribution towards understanding the relationship of relational and digital marketing in order to elucidate companies and consumers from the integrative and complementary perspective of these two approaches.

Results: These two approaches, when implemented in a complementary manner, allow companies to attract a large number of customers and, at the same time, promote their product, and still retain the customer through relationship techniques. The latter allow the customer to trust the company to purchase a product or service again.

Practical implications: In an interdisciplinary perspective, this study presents contributions to marketing, the business sector and the academic context, since it provides theoretical support for the practical strategies to develop and implement.

Research limitations: The work presents as a limitation the fact that it is not as exhaustive in terms of theoretical research as would be necessary. Future studies should move towards continuing to empirically test the advantages of using relational, digital and both marketing simultaneously.


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