Relationship Marketing: Conceptualization and Main Economic Fields of Implementation
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.
Volume (Year): XI (2011)
Issue (Month): 1 (May)
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