RELATIONSHIP MARKETING COMMUNICATION CASE STUDY: STRENGTHENING OF THE RELATIONS WITH THE SHAREHOLDERS THROUGH MAFRKETING COMMUNICATION

Cristina Neagoe

Holistic Marketing Management Journal, 2011, vol. 1, issue 3, 30-34

Abstract: Following the development of theoretical and practical aspects of great importance for the scientific approach of relation marketing, it is required to switch to a higher level by means of the intensive development of techniques and tactics of the communication with shareholders. In literature, namely the relation marketing communication, there is a shortage of articles, studies and research that address this issue systematically. The focus on the features of the communication imprinted by the targets specificity is deemed pragmatic in the context. Given the multiple possibilities of approach, it seems necessary to identify a marketing formula which should essentially mediate the strengthening of the relations between managers and shareholders.

Keywords: relation marketing; marketing communication; target specific communication; shareholders (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011
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