Surveys of cases and case studies enrich the fund of knowledge that may serve as a base for proposals of public policy. The present text gives two reasons and constructs a defense of case studies. First, natural sciences - or, perhaps should one say, mixed sciences - also investigate cases, so...

Surveys of cases and case studies enrich the fund of knowledge that may serve as a base for proposals of public policy. The present text gives two reasons and constructs a defense of case studies. First, natural sciences - or, perhaps should one say, mixed sciences - also investigate cases, so...

O marketing de relacionamento fornece a definição de construtos envolvidos na relação entre entidades que transacionam ao longo de um canal de marketing. Construtos como poder, dependência, confiança, comprometimento, cooperação, conflito, incerteza e oportunismo contribuem para realizar...

Brands are not just a sign. Brands are not just elements that position products and companies. For many years, brands have been regarded as the link between products/companies and their customers. However, this view has dramatically changed inasmuch as brands are now considered partners of the...