[en] MONITORING AND EVALUATION OF MARKETING RELATIONSHIP PROGRAMS IN SERVICE COMPANIES: PROPOSITION OF INDICATORS AND METRICS

[en] MONITORING AND EVALUATION OF MARKETING RELATIONSHIP PROGRAMS IN SERVICE COMPANIES: PROPOSITION OF INDICATORS AND METRICS

[pt] A disciplina de marketing vem passando por grandes mudanças, tanto no âmbito acadêmico, quanto na prática das empresas e organizações em geral. Essas mudanças vêm ocorrendo mais especificamente na área de marketing de relacionamento, cujo enfoque é a construção de relações e laços entre a organ...

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Bibliographic Details
Main Author:	CRISTIANA VALENTE MENESES
Other Authors:	MARIA FATIMA LUDOVICO DE ALMEIDA
Language:	pt
Published:	MAXWELL 2018
Subjects:	[pt] METROLOGIA [en] METROLOGY [pt] MARKETING DE RELACIONAMENTO [en] MARKETING OF RELATIONSHIP [pt] MONITORAMENTO E AVALIACAO [en] MONITORING AND EVALUATION [pt] INDICADORES E METRICAS [en] INDICATORS AND METRICS [pt] METODOS MULTICRITERIO DE APOIO A DECISAO [en] MULTI-CRITERIA DECISION MAKING [pt] AHP-TOPSIS [en] AHP- TOPSIS
Online Access:	https://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=33097@1 https://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=33097@2 http://doi.org/10.17771/PUCRio.acad.33097

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