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The Multibonus Fidelity Program – Developed And Used By Mol Romania Petroleum Products

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  • Mihai Tichindelean

    (Lucian Blaga University of Sibiu, Faculty of Economic Sciences)

Abstract

Before choosing a strategic alternative, a company must analyze or scan its marketing environment, undertake market segmentation, target own market segments and position itself within these market segments. Adopting a relationship marketing strategy, in general, and an attachment strategy, in particular, requires the company to formalize a life cycle perspective. This paper correlates the theoretical background of an attachment strategy with an applicative case study to Mol Romania.

Suggested Citation

  • Mihai Tichindelean, 2009. "The Multibonus Fidelity Program – Developed And Used By Mol Romania Petroleum Products," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 47(4-5), pages 85-94.
  • Handle: RePEc:blg:reveco:v:47:y:2009:i:4-5:p:85-94
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    File URL: http://economice.ulbsibiu.ro/RePEc/blg/reveco/479Tichindelean.pdf
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    References listed on IDEAS

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    1. P. M. Bentler & Chih-Ping Chou, 1987. "Practical Issues in Structural Modeling," Sociological Methods & Research, , vol. 16(1), pages 78-117, August.
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