Targino, Luciana Terra; Urdan, André Torres; Chauvel, … - In: Brazilian Business Review 10 (2013) 2, pp. 120-137
Transactional marketing, for some time, reigned in theory and practice (SHETH; PARVATIYAR, 1995), highlighting the 4Ps … Marketing Practices Program (CMP). In it, Coviello, Brodie and Munro (1997) and Coviello, Milley and Macolin (2001), from … conceptions of Grönroos (1996), pointed out five types of marketing as a function of the company/client interaction, four …