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Relational Marketing – the Prerequisite to Implement Tourist Companies’ Marketing Strategies


  • Maria Carmen Iordache

    („Constantin Brancoveanu” University, Pitesti)

  • Denisa Parpandel

    („Constantin Brancoveanu” University, Pitesti)


By means of enterprisers’ complex efforts to be oriented towards and take permanent steps to customers’ benefits, relational marketing actually and essentially argues rendering customers loyal by the persuasive qualities of the products supplied, the conditions they are offered in, and a more favourable quality-price ratio than the competitors’. Within relational marketing, marketing managers must set up and implement efficient strategies and programmes in order to attract and keep their customers. In case of losing their customers, it is necessary they explore the causes and try to emotionally or rationally regain them, especially if customers’ strategic value is high to suppliers. The balance between attracting new customers and keeping the current ones has a dynamic feature proved by the change in priorities of the two main concerns during enterprisers’ and products’ progress on the market. The business environment where enterprisers in the Romanian tourism develop their activities is complex and continuously changing. This imposes an increase in the concerns of tourism managers that should take account of the motivations and demands of current and potential tourists, which would be the best way to attract customers and make them loyal.

Suggested Citation

  • Maria Carmen Iordache & Denisa Parpandel, 2009. "Relational Marketing – the Prerequisite to Implement Tourist Companies’ Marketing Strategies," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 8(08(537)), pages 57-66, August.
  • Handle: RePEc:agr:journl:v:08(537):y:2009:i:08(537):p:57-66

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    References listed on IDEAS

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    Cited by:

    1. Carmen-Maria, IORDACHE & Alexandrina, SÎRBU, 2013. "Customer Loyalty - The Guaranteed Success Of An Organization On The Market," Management Strategies Journal, Constantin Brancoveanu University, vol. 22(4), pages 41-48.
    2. Valentina Della Corte & Enrico DiTaranto, 2014. "Quality in marketing process and networking value co-creation: some evidences in hospitality industry," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2014(2), pages 53-80.


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