Marketing Management Relational Approaches Focused on Consumer’s and Customer’s Needs and Desires

Gheorghe Minculete () and Maria-Ana Chisega-Negrilã ()
Additional contact information
Gheorghe Minculete: Carol Ist National Defense University, Romania
Maria-Ana Chisega-Negrilã: Carol Ist National Defense University, Romania

Economia. Seria Management, 2014, vol. 17, issue 2, 325-346

Abstract: Currently, because of the evolution in the knowledge-based society, the marketing reveals another dimension, the one of relational marketing, which represents the special relationship established between the company and its consumers, with win-win advantages over a long period. In these circumstances, the managerial approach of marketing has new connotations for a more efficient managerial approach of the new national and international business environment. Within the marketing management process of a company, consumers or customers play a very critical role as these are the people who finally buy the goods and services of the organization, and the firm is always on the move to make them buy so as to earn revenue.This article presents the managerial approach of marketing management concept toward the strategic planning of a company and the marketing planning focused on needs and desires of consumers and customers. Therefore, consumers are the beneficiaries of the general and marketing strategy of the company while customers are those who respond to the loyalty process established by the firm. In this context, the purpose of this analysis is to highlight the strategic planning process of a company by integrating the strategic and operational marketing.In addition, we also consider important the issues related to Michael Porter’s generic strategies, which are thus presented in the context of relational knowledge within the process of marketing management. All these approaches are related to winning customers’ loyalty and obviously to customers' value that determines the company to achieve a value chain in the business process. Hence, the consumers and customers are the most important people for any organization. They are the resources which trigger the success of the business.

Keywords: marketing management; strategic planning; marketing planning; customers` value; value chain. (search for similar items in EconPapers)
JEL-codes: L11 L26 M21 M31 M53 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.management.ase.ro/reveconomia/2014-2/11.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rom:econmn:v:17:y:2014:i:2:p:325-346

Access Statistics for this article

Economia. Seria Management is currently edited by Ciocoiu Nadia Carmen

More articles in Economia. Seria Management from Faculty of Management, Academy of Economic Studies, Bucharest, Romania Contact information at EDIRC.
Bibliographic data for series maintained by Ciocoiu Nadia Carmen ().