Abstract
As práticas contemporâneas de marketing abarcam estratégias que transcendem as táticas tradicionais, como o relacionamento com clientes, marketing interativo, big data e marketing digital. Este artigo atualiza seus avanços pela análise bibliométrica da produção científica internacional até 2016, tendo enfoque qualitativo e quantitativo, e caráter exploratório e descritivo. O levantamento documental e análise de conteúdo com categorização temática apontam para 42 artigos alinhados com o tema, provenientes de 101 autores, 49 universidades e 23 países. Existem doze redes com poucos pesquisadores; a média anual de publicações é baixa, mas há estudos altamente relevantes (Coviello et al., 2002). Predominam estudos empíricos, qualitativos e exploratórios; os métodos de coleta mais utilizados são surveys, entrevistas em profundidade e levantamento documental. A principal contribuição teórica é a caracterização da produção científica internacional, e a relevância acadêmica se dá com a proposição de uma agenda de pesquisas.
Highlights
Since 1996, the marketing field began to formally investigate the Contemporary Marketing Practices (CMP) as a subject for inquiry, through the initial stimulus from the research group comprised by Brodie and Coviello, from the School of Business Administration University of Auckland, New Zealand (BRODIE; COVIELLO; WINKLHOFER, 2008)
According to Saren and Pels (2008), CMP scientific production may have well contributed to expanding the knowledge of how companies relate to their markets, as it highlights the relevance of marketing and CMP in the organizational settings
Bibliometric studies measure the scientific production that pertains to a specific field of study, and help expand our knowledge of the phenomenon of interest (TEIXEIRA; IWAMOTO; MEDEIROS, 2013)
Summary
According to O'Dwyer, Gilmore, and Carson (2009) and Sacramento and Teixeira (2014), the marketing literature contains a stream of research on Contemporary Marketing Practices which investigates modern marketing practices – facets of customer relationship management, network marketing, marketing innovation, digital marketing, and self-centered marketing human, among other topics. Network marketing is defined as the participation in networks of other organizations (such as an institutional agreement with other companies), or individuals (such as the relations of owners or managers of the network company), with the intent of securing resources, knowledge, business, access to markets and social and business contacts According to this concept, the company builds relationships with potential clients, suppliers, competitors, business agencies, state companies and employees, among others (O'DONNELL, 2004); in this context, the company focuses on: building relationships with other companies or organizations; directing communications to individuals through impersonal and interpersonal contacts, on a continuous, stable and dynamic basis; and processes are considered formal or informal. According to Saren and Pels (2008), CMP scientific production may have well contributed to expanding the knowledge of how companies relate to their markets, as it highlights the relevance of marketing and CMP in the organizational settings
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
