O objetivo deste estudo é investigar as Práticas Contemporâneas de Marketing (CMP) de empresas de serviços profissionais do Estado de Santa Catarina, Brasil, de acordo com modelos propostos por Coviello, Brodie & Munro (1997) e Coviello, Milley & Marcolin (2001). A metodologia da pesquisa possui abordagem quantitativa e descritiva e utiliza a técnica de survey; a amostra abrange 146 empresas dos setores de contabilidade, engenharia, consultoria, publicidade, tecnologia da informação e hospital. Nossas descobertas também revelam a existência de sete principais segmentos de negócios: “Relacional avançado”; “Relacional/Rede Interativo”; “Banco de dados relacional/digital”; “Relacional moderado”; “Conservador I”; “Conservador II” e “Refratário”.
The objective of this study is to investigate the Contemporary Marketing Practices (CMP) of professional services firms from the State of Santa Catarina in Brazil, according to the models proposed by Coviello, Brodie & Munro (1997) and Coviello, Milley & Marcolin (2001). The research methodology has a quantitative and descriptive approach and uses a survey; the sample encompasses 146 companies from the accounting, engineering, consulting, advertising, information technology, and hospital industries. Our findings also reveal the existence of seven main business segment typologies: “Advanced Relational”; “Interactive Relational/Network”; “Relational Database/Digital”; “Moderately Relational”; “Conservative I”; “Conservative II” and “Refractory”.
