RELATIOSHIP MARKETING IN BRAZILIAN MICRO

Abstract

GIVEN THE CONTINUOUS AND ACCELERATED CHANGES SEEN IN THE FIELD OF BUSINESS, ESPECIALLY ON THE COVID-
19 PANDEMIC, MICRO AND SMALL COMPANIES WERE FORCED TO IMPLEMENT NEW STRATEGIES TO FACE THE MARKET
BARRIERS, CONQUERING AND RETAINING THEIR AUDIENCE. RELATIONSHIP MARKETING CONTRIBUTES TO OPTIMIZING THE
BONDING WITH THE CLIENT OF THESE COMPANIES, ADDING STRATEGIC VALUE TO MANAGEMENT DECISION-MAKING
PROCESSES. IN THIS SENSE, WE SEEK TO ANALYZE HOW RELATIONSHIP MARKETING CAN BE USED IN MICRO AND
SMALL BRAZILIAN COMPANIES. SPECIFICALLY, IT WAS SOUGHT TO CONCEPTUALIZE AND DEFINE MARKETING;
UNDERSTAND HOW RELATIONSHIP MARKETING HELPS TO FACING THE CURRENT MARKET CHANGES AND HIGHLIGHT THE
IMPORTANCE OF THE RELATIONSHIP TO ATTRACT, CONQUER AND RETAIN COSTUMERS. A BIBLIOGRAPHIC RESEARCH WAS
DEVELOPED, THUS PRESENTING A LITERATURE REVIEW. DATA FROM 26 PUBLICATIONS OF PHYSICAL BOOKS AND
SCIENTIFIC ARTICLES EXTRACTED FROM THE ELECTRONIC DATABASE OF GOOGLE SCHOLAR AND SCIELO WERE ANALYZED.
THE RESULTS FOUND SHOWED THAT RELATIONSHIP MARKETING HAS BEEN CONSIDERED A STRATEGIC MANAGEMENT
TOOL, WHICH TENDS TO FACILITATE DECISION-MAKING PROCESSES IN MICRO AND SMALL COMPANIES OPERATING IN
BRAZIL. IN THIS ASPECT, IT WAS CONCLUDED THAT RELATIONSHIP MARKETING FAVORS THE CONSTRUCTION AND
STRENGTHENING OF TIES ESTABLISHED WITH THE CLIENT, ALLOWING GREATER ATTRACTIVENESS FOR THEIR CONQUEST AND
LOYALTY, HELPING TO MAINTAIN A GOOD MARKET POSITIONING AND CONTRIBUTING TO THE DEVELOPMENT AND GROWTH
OF MICRO AND SMALL COMPANIES.