Relationship Marketing under the influence of the Internet

  • Sandra Sayuri Yamashita Nakagawa Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade; Programa de Pós-graduação em Administração
  • Maria Aparecida Gouvêa Universidade de São Paulo; Faculdade de Economia, Administração e Contabilidade; Departamento de Administração
Keywords: Internet, Relationship Marketing, Commerce

Abstract

Technological advances favor new ways of offering products and services by companies to their clients thereby affecting various aspects of the organizations and society. One of the agents playing a role in this transformation is the Internet by means of electronic commerce. How does Relationship Marketing position itself when relations with the client become essentially carried out by means of the computer? A discussion is highlighted about the elements of Relationship Marketing to be managed, overcome, assimilated or used in benefit of the companies with results from the Internet or those already active, however under the influence of this new context, seeking to maintain or develop competitive advantages. An exploratory research was conducted in the form of a multicase study of consumer market companies in the São Paulo metropolitan area. A reflection is made about the practices of Relationship Marketing, the implementation on the company sites and on the mutual interferences between issues inherent to Relationship Marketing and Internet operations.

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Published
2006-03-01
How to Cite
Nakagawa, S., & Gouvêa, M. (2006). Relationship Marketing under the influence of the Internet . REGE Revista De Gestão, 13(1), 57-73. https://doi.org/10.5700/issn.2177-8736.rege.2006.36550
Section
Marketing