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Relationship marketing – a new paradigm in marketing theory and practice

Author

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  • Andrei Maxim

    (Management, Marketing and Communication Department, Faculty of Economics and Business Administration, Alexandru Ioan Cuza University)

Abstract

There is much debate as to where the place of relationship marketing (RM) in general marketing theory is, its domain, the way it should be defined and so on. This paper addresses two problems concerning the status of RM, with reference to previous research and the commercial practices of Romanian companies. The first part of the analysis refers to the paradigm status of relationship marketing. Established authors advocate for a new paradigm in marketing thinking. However, there are also opinions according to which relationship marketing represents only a new dimension that can be added to the existing transactional paradigm. The second part of the analysis focuses on the possibility of a paradigm shift occurring. A survey targeting Romanian companies was conducted in order to support the ideas presented here. The study is based on the methodology developed in the international research project Contemporary Marketing Practices (CMP).

Suggested Citation

  • Andrei Maxim, 2009. "Relationship marketing – a new paradigm in marketing theory and practice," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 56, pages 287-300, November.
    • Handle: RePEc:aic:journl:y:2009:v:56:p:287-300
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    Citations

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    Cited by:

    1. Fazal Akbar & Abdul Razak Bin Omar & Fazli Wadood & Rosmaini Bin Tasmin, 2017. "The Effect of Marketing Strategies Construct on Firm Performance: Results from Pilot Survey," Traektoriâ Nauki = Path of Science, Altezoro, s.r.o. & Dialog, vol. 3(4(21)), pages 5.1-5.7, April.
    2. Cristian Valentin Hapenciuc & Florina Pînzaru & Elena-Madalina Vatamanescu & Pavel Stanciu, 2015. "Converging Sustainable Entrepreneurship and the Contemporary Marketing Practices. An Insight into Romanian Start-Ups," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 938-938, August.
    3. GÂRDAN, Daniel Adrian, 2011. "New Perspectives In Relationship Marketing Conceptualization," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 2(4), pages 81-89.

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