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Marketing de Relacionamento na indústria de produtos orgânicos

Marketing de Relacionamento na indústria de produtos orgânicos


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About the Book

O Marketing de Relacionamento, ao ser implementado sob uma perspectiva do Foco no Cliente, utiliza o conceito ampliado de clientes (WHITELEY, 1996; GUMMESSON, 2010), onde se incluem todos os stakeholders organizacionais: os clientes internos (funcionários), os intermediários (distribuidores, fornecedores, por exemplo) e os finais (os consumidores usuários e potenciais). O Marketing de Relacionamento, como filosofia, busca melhorar a competitividade da empresa pela fidelização do cliente externo, pelo comprometimento do cliente interno com os objetivos de marketing da organização e o compromisso do cliente intermediário com a qualidade, os prazos e as especificações definidas pelo mercado. Consiste em aplicar estratégias e programas de ação que visam construir, pró-ativamente, relacionamentos duradouros entre a organização e seus clientes, contribuindo para o aumento do desempenho e o alcance de resultados sustentáveis. A construção de tais relacionamentos pode estar voltada para duas óticas: ao cliente externo, gerando Programas de Fidelização de clientes, e voltada aos clientes internos, gerando Programas de Endomarketing.


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Product Details
  • ISBN-13: 9783639694451
  • Publisher: Novas Edicoes Academicas
  • Binding: Paperback
  • Language: Portuguese
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 152 mm
  • ISBN-10: 3639694457
  • Publisher Date: 09 Sep 2014
  • Height: 229 mm
  • No of Pages: 160
  • Series Title: Portuguese
  • Weight: 295 gr


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