文章基本信息

标题：PERFORMANCE APPRAISAL AND RELATIONSHIP MARKETING: A Case Study in an Industry
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作者：Catarina Ferreira Silveira ; Leonardo Ensslin ; Sérgio Murilo Petri 等
期刊名称：Business and Management Review
印刷版ISSN：2047-0398
电子版ISSN：2047-0398
出版年度：2015
卷号：5
期号：1
页码：175-185
出版社：Global Research Society
摘要：This article presents a building proposal of a model that allows identify competition criteria for organization improvement of small industry, with aim on relationship marketing. For that purpose, we embraced the Multi- Criteria Decision Ainding Methodologies - MCDA - which is a personalized procedure based upon the constructivist paradigm. This is a qualitative method, as it has subjective features and based on qualitative observations from natural phenomenon, taking into consideration the changeable characteristic of the phenomenon, there isn't absolute concerns about the control of the variables. The dif ferential in this research lies in its capability to interact in two fields: Relationship Marketing, which is generally measured through tendencies and perceptions of the market, and the MCDA, which seeks to generate knowledge through the interaction of objectives as well as subjective aspects
关键词：Decision Aid; Relation Marketing; MCDA