Dimensions of relationship marketing in the Romanian bank sector. Case study: BRD Express

Nicolae Pop and Corina Pelau

Management & Marketing, 2006, vol. 1, issue 4

Abstract: This article is built on the statement of Gruen, who considers that the present marketing situates itself in front of a new paradigm. In a permanently changing environment, companies concentrate more and more on the knowledge about clients and their habits. So the customers have become a fundamental active issue of the company, which can determine its succes. Consequently companies try not only to gain new customers, but also to keep the existent customers by building a long term relationship with them. The analyse of this long term relationship between companies and their customers is the research object of relationship marketing. After an initial conceptual clarification (determined by the different points of view from which the problem of relationship marketing is treated), there are presented the dimensions of relationship marketing proposed about this concept (informational dimension, managerial dimension, instrumental dimension, organisational dimension). The whole procedure is treated as a development of the strategic vision of marketing. This theoretical concept is in the end applied on BRD Express, a customer oriented type of agency, created by BRD - Groupe Societe Generale in 2004.

Keywords: Strategic vision; dimensions of relationship marketing; process orientation; succes factors; perspectives. (search for similar items in EconPapers)
Date: 2006
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