摘要：This article seeks to explore opportunities to apply the Relationship Marketing concept in the Brazilian insurance market. This sector has been facing great challenges in finding alternatives to its traditional management practices, due to the threat of entrance of global companies attracted by the Brazilian huge and unexplored market potential.
关键词：Relationship Marketing;Service Marketing;insurance;value;productivity;Marketing de Relacionamento;Marketing de Serviços;seguros;valor;produtividade
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