Marketing de relacionamento como fator-chave de sucesso no mercado de seguros

Áurea Helena Puga Ribeiro, Celso Cláudio Hildebrand e Grisi and Paulo Eduardo Saliby

RAE - Revista de Administração de Empresas, 1999, vol. 39, issue 1

Abstract: This article seeks to explore opportunities to apply the Relationship Marketing concept in the Brazilian insurance market. This sector has been facing great challenges in finding alternatives to its traditional management practices, due to the threat of entrance of global companies attracted by the Brazilian huge and unexplored market potential.

Date: 1999
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