A new paradigm in contemporary marketing: relational marketing

Nicolae Pop

Management & Marketing, 2006, vol. 1, issue 3

Abstract: Taking into account the main, already established marketing orientations the present article aims at stressing the dominant characteristic of contemporary marketing that it presents as a new paradigm of the last two decades. By emphasizing the meaning of relationship capital as fundamental organizational asset the connection between this concept and the one of relationship marketing is being marked. A review of the theoretical backgrounds corresponding to the managerial schools that contributed to the shaping of the concept brought forward is presented further on. The study stresses the multifunctional and interactive character of the relationship marketing and aims at defining it in close connection with the practical requests. The applicative semnifications implied for the Romanian enterprise through the application of the new paradigm within the business environment ends the undertaken approach.

Keywords: customer orientation; relationship marketing; relationship capital; interactive marketing; customer lifetime value. (search for similar items in EconPapers)
Date: 2006
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://www.managementmarketing.ro/pdf/articole/21.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:eph:journl:v:1:y:2006:i:3:n:3

Access Statistics for this article

Management & Marketing is currently edited by Constantin Bratianu

More articles in Management & Marketing from Economic Publishing House
Bibliographic data for series maintained by Simona Vasilache ().