Coleção de Artigos Acadêmicos

URI permanente para esta coleçãohttps://repositorio.insper.edu.br/handle/11224/3227

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20242

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Autor: search.filters.author.CARLA SOFIA DIAS MOREIRA RAMOSÁrea do Conhecimento: search.filters.subjectcnpq.CIENCIAS SOCIAIS APLICADAS

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Agora exibindo 1 - 2 de 2
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    Artigo Científico
    1st Industrial Marketing Management (IMM) South America Summit (2nd - 4th October 2024)
    (2024) CARLA SOFIA DIAS MOREIRA RAMOS; DANNY PIMENTEL CLARO; Lindgreen, Adam; Benedetto, C. Anthony Di
    The 1st Industrial Marketing Management South America Summit seeks to unite academics and practitioners from South America, as well as other regions, who share an interest in business-to-business marketing, with the goal of creating and/or strengthening collaborative research networks. This summit also intends to continue the tradition established by the European and American Industrial Marketing Management summits, which includes promoting discussions, sharing cutting-edge research, and enhancing the effectiveness and efficiency of industrial markets on a global scale. The event will display recent developments in both theory and practice within the realm of global industrial and business-to business marketing. Leveraging the success of past summits and the rich heritage of Industrial Marketing Management, this gathering assures dynamic conversations, visionary insights, and effective answers.
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    Multichannel relational communication strategy: does one-sized strategy fit all customers?
    (2024) CARLA SOFIA DIAS MOREIRA RAMOS; ADRIANA BRUSCATO BORTOLUZZO; DANNY PIMENTEL CLARO
    This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.