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Relationship Marketing: Conceptualization and Main Economic Fields of Implementation


  • Filip Alina

    () (Academy of Economic Studies, Bucharest, Marketing Faculty)

  • Plesea Doru

    () (Academy of Economic Studies, Bucharest, Commerce Faculty)

  • Moise Daniel

    () (Academy of Economic Studies, Bucharest, Marketing Faculty)


The subject of the present paper is consistent with the current developments in marketing theory and practice, referring to a managerial change of priorities from isolated and short term transactional exchanges towards more stable business relationships, with positive consequences on the company long term profitability and competitiveness. Relationship marketing has been promoted in the literature as a natural reaction to technological, economic and social changes occurred in the global business environment. Increased customer migration rates have been a strong argument for many companies for adapting their marketing strategies to new business realities and to understand the value of loyal customers. However, the relationship marketing approach is not equally applicable to all fields of activity, being best implemented in organizational markets and services economic sectors.

Suggested Citation

  • Filip Alina & Plesea Doru & Moise Daniel, 2011. "Relationship Marketing: Conceptualization and Main Economic Fields of Implementation," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 730-734, May.
  • Handle: RePEc:ovi:oviste:v:11:y:2011:i:1:p:730-734

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    Cited by:

    1. Catalin Mihail Barbu & Sorin Tudor & Dorian Laurentiu Florea, 2014. "Managing Brand Equity Risk: Adding Exogenous Risks To An Evaluation Model," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, vol. 1(42), pages 123-129.


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