As Práticas de marketing, entre transações e relacionamentos, de empresas no Brasil

Transactional marketing, for some time, reigned in theory and practice (SHETH; PARVATIYAR, 1995), highlighting the 4Ps (KOTLER, 2006). But some companies, especially in the services and industry sectors, began to have difficulty with the lack of personalization and interaction of such practice (HANKANSSON, 1982), (BRENTANI, 1991). In this context, emerged the Contemporary Marketing Practices Program (CMP). In it, Coviello, Brodie and Munro (1997) and Coviello, Milley and Macolin (2001), from conceptions of Grönroos (1996), pointed out five types of marketing as a function of the company/client interaction, four relational and one transactional. Results in several countries revealed the coexistence of relational and transactional marketing in many companies, but in different compositions. But ultimately, how does this phenomenon take place in Brazil? How does each marketing practice relate to business performance? This is a descriptive study, with data collected from executives, using the standard questionnaire of the CMP, plus a battery of questions about performance.O marketing transacional, por tempos, reinou na teoria e na prática (SHETH; PARVATIYAR, 1995), destacando os 4Ps (KOTLER, 2006). Porém algumas companhias, principalmente as de serviços e de indústria, começaram a ter dificuldade com a falta de personalização e de interação de tal prática (HANKANSSON, 1982), (BRENTANI, 1991). Nesse contexto, surgiu o Programa de Práticas de Marketing Contemporâneas (CMP). Nele, Coviello; Brodie e Munro (1997) e Coviello, Milley e Macolin (2001), a partir de concepções de Grönroos (1996), apontaram cinco tipos de marketing em função da interação empresa/cliente, sendo quatro de relacionamento e um transacional. Os resultados em diversos países revelaram a coexistência dos marketings relacional e transacional em muitas firmas, mas em composições variadas. Mas, afinal, como se dá tal fenômeno no Brasil? Como cada prática de marketing se liga ao desempenho empresarial? Trata-se de uma pesquisa descritiva, com dados levantados de executivos, usando-se o questionário padrão do CMP, acrescido de uma bateria sobre desempenho

ATLANTIC EPIPHYTES: a data set of vascular and non-vascular epiphyte plants and lichens from the Atlantic Forest

Epiphytes are hyper-diverse and one of the frequently undervalued life forms in plant surveys and biodiversity inventories. Epiphytes of the Atlantic Forest, one of the most endangered ecosystems in the world, have high endemism and radiated recently in the Pliocene. We aimed to (1) compile an extensive Atlantic Forest data set on vascular, non-vascular plants (including hemiepiphytes), and lichen epiphyte species occurrence and abundance; (2) describe the epiphyte distribution in the Atlantic Forest, in order to indicate future sampling efforts. Our work presents the first epiphyte data set with information on abundance and occurrence of epiphyte phorophyte species. All data compiled here come from three main sources provided by the authors: published sources (comprising peer-reviewed articles, books, and theses), unpublished data, and herbarium data. We compiled a data set composed of 2,095 species, from 89,270 holo/hemiepiphyte records, in the Atlantic Forest of Brazil, Argentina, Paraguay, and Uruguay, recorded from 1824 to early 2018. Most of the records were from qualitative data (occurrence only, 88%), well distributed throughout the Atlantic Forest. For quantitative records, the most common sampling method was individual trees (71%), followed by plot sampling (19%), and transect sampling (10%). Angiosperms (81%) were the most frequently registered group, and Bromeliaceae and Orchidaceae were the families with the greatest number of records (27,272 and 21,945, respectively). Ferns and Lycophytes presented fewer records than Angiosperms, and Polypodiaceae were the most recorded family, and more concentrated in the Southern and Southeastern regions. Data on non-vascular plants and lichens were scarce, with a few disjunct records concentrated in the Northeastern region of the Atlantic Forest. For all non-vascular plant records, Lejeuneaceae, a family of liverworts, was the most recorded family. We hope that our effort to organize scattered epiphyte data help advance the knowledge of epiphyte ecology, as well as our understanding of macroecological and biogeographical patterns in the Atlantic Forest. No copyright restrictions are associated with the data set. Please cite this Ecology Data Paper if the data are used in publication and teaching events. © 2019 The Authors. Ecology © 2019 The Ecological Society of Americ

As Práticas de marketing, entre transações e relacionamentos, de empresas no Brasil

O marketing transacional, por tempos, reinou na teo ria e na prática (SHETH; PARVATIYAR, 1995), destacando os 4Ps (KOTLER, 2006). Porém algu mas companhias, principalmente as de serviços e de indústria, começaram a ter dificul dade com a falta de personalização e de interação de tal prática (HANKANSSON, 1982), (BRENT ANI, 1991). Nesse contexto, surgiu o Programa de Práticas de Marketing Contemporâneas (CMP). Nele, Coviello; Brodie e Munro (1997) e Coviello, Milley e Macolin (2001), a partir de concepções de Grönroos (1996), apontaram cinco tipos de marketing em funçã o da interação empresa/cliente, sendo quatro de relacionamento e um transacional. Os resu ltados em diversos países revelaram a coexistência dos marketings relacional e transacion al em muitas firmas, mas em composições variadas. Mas, afinal, como se dá tal fenômeno no B rasil? Como cada prática de marketing se liga ao desempenho empresarial? Trata-se de uma pes quisa descritiva, com dados levantados de executivos, usando-se o questionário padrão do C MP, acrescido de uma bateria sobre desempenho