THE MULTIBONUS FIDELITY PROGRAM – DEVELOPED AND USED BY MOL ROMANIA PETROLEUM PRODUCTS
Mihai Tichindelean ()
Revista Economica, 2009, vol. 47, issue 4-5, 85-94
Before choosing a strategic alternative, a company must analyze or scan its marketing environment, undertake market segmentation, target own market segments and position itself within these market segments. Adopting a relationship marketing strategy, in general, and an attachment strategy, in particular, requires the company to formalize a life cycle perspective. This paper correlates the theoretical background of an attachment strategy with an applicative case study to Mol Romania.
Keywords: relationship marketing; attachment strategy; Romanian fuel market (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:blg:reveco:v:47:y:2009:i:4-5:p:85-94
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