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Relationship Marketing, Engine of Sustainable Development and Organisational Change in the Romanian Business Environment

  • Nicolae Al Pop

    ()

    (Academy of Economic Studies, Bucharest, Romania)

  • Mihaela Roman

    (Academy of Economic Studies, Bucharest, Romania)

  • Adina Săniuţă

    (Academy of Economic Studies, Bucharest, Romania)

  • Carmen Petrişoaia

    (Academy of Economic Studies, Bucharest, Romania)

This paper aims to provide a conceptual clarification of the terms sustainable development and organisational change. It studies the role of relationship marketing for implementing these two concepts. The main objectives are the perception of the three concepts by Romanian business decision-makers and their ‘sensitivity’ to organisational changes, with regard to implementing the relationship marketing at company level. Information was gathered via exploratory research, using qualitative in-depth interview based on a conversation guide. The conclusions of the study prove that the interlocutors have a relatively clear knowledge of the concepts, but without making a direct connection between sustainable development and major organisational changes triggered by implementing the relationship marketing. The authors recommend the development of a system which centralises all company connections with its stakeholders, to fully capitalise on its accumulated relational capital.

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Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

Volume (Year): 14 (2012)
Issue (Month): 32 (June)
Pages: 349-364

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Handle: RePEc:aes:amfeco:v:14:y:2012:i:32:p:349-364
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  1. Iacob Cătoiu & Diana Maria Vrânceanu & Alina Filip, 2010. "Setting Fair Prices – Fundamental Principle Of Sustainable Marketing," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(27), pages 115-128, February.
  2. Jallat, Frédéric & Peelen, Ed & Stevens, Eric & Volle, Pierre, 2009. "Gestion de la relation client," Economics Papers from University Paris Dauphine 123456789/1655, Paris Dauphine University.
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