Marketing de Relacionamento e Customer Relationship Management: uma análise da produção científica nacional à luz do componente “recursos humanos”

Abstract

ResumoEsta pesquisa procurou verificar se a componente "recursos humanos" está sendo considerada na produção acadêmica brasileira sobre AbstractThis research aims to analyze the relevance of "human resources" in Brazilian academic production related to Relationship Marketing and Customer Relationship Management (CRM). We analyzed papers published in Business and Management journals with "Qualis A2 and B1" classification. We also included one "B2" journal, from 2008 to 2013. As we conducted this bibliographic analysis, we concluded that the efforts to study the relationship between human resources, relationship marketing and CRM are still embryonic in the Brazilian academia: only seven papers out of twenty-free mentioned the importance of the human resources in the implementation of CRM and relationship marketing initiatives