RELATIONSHIP MARKETING STRATEGIES FOR SERVICE FIRMS

Claudia Ioana Ciobanu and Florin-Alexandru Luca
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Claudia Ioana Ciobanu: "Gheorghe Asachi" Technical University of Iasi, Romania

SEA - Practical Application of Science, 2016, issue 12, 503-506

Abstract: In the last two decades, relationship marketing has been a topic of interest for practitioners and researchers who analyze this area. During this period, the development of sustainable business relations represented a strategic priority. From this perspective, relationship marketing is a tool for managers who need to create new organizational structures. The implementing of relationship marketing activities is performed both inside and outside the organization. This article presents the evolution of the concept of relationship marketing in marketing theory and practice from the perspective of intensification of relations between clients and businesses and thus the requirements imposed by the new business environment.

Keywords: Financial services; Relationship marketing; Managerial approach (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2016:i:12:p:503-506

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