A Model for Relational Marketing

Negoiță Olivia Doina (), Purcărea Anca Alexandra () and Popescu Mirona Ana-Maria ()
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Negoiță Olivia Doina: Polytechnic University of Bucharest
Purcărea Anca Alexandra: Polytechnic University of Bucharest
Popescu Mirona Ana-Maria: Polytechnic University of Bucharest

Ovidius University Annals, Economic Sciences Series, 2018, vol. XVIII, issue 1, 353-357

Abstract: Relational marketing, connects the new type of consumer and society, redefines the meaning ofthe act of buying by taking into account the needs and expectations of the clients. Relationmarketing aims at customer loyalty, becoming more volatile, with higher and more difficultexpectations, as well as attracting customers from new markets. Consumer-oriented, relationalmarketing announces the end of the macro-marketing era and the beginning of the micromarketingera, by replacing macro-segmentation strategies with niche strategies. This article wishes toexplore the means by which people can be attracted by a business so that they become buyers andturn into loyal customers, but also those that can be used to render them. There will be a modelthat includes digital marketing elements that impact on consumers, and they are a key element forany organization.

Keywords: relational marketing; client’s loyalty; customer retention; customer attraction (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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