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The Potentiation of Relational Marketing in Portuguese Companies
Autor(es): Carlos Lucas de Freitas, José Duarte Santos

Temas: E-Marketing e Novas Tecnologias / Relationship Marketing

Resumo:
Organizations increasingly feel the need to obtain the loyalty of the desired clients. The management of relationships with clients, supported by the internet, emerges as the new paradigm that the organization should not neglect. This work attempts to obtain elements that describe the intensity and the form of adoption of relational marketing by Portuguese companies, with special emphasis on the online marketing effort.
in rpm 24

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