RELATIONSHIP MARKETING STRATEGIES IN THE KNOWLEDGE SOCIETY

Pintea Florin Radu ()
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Pintea Florin Radu: Bogdan Voda University, Grigore Alexandrescu Street, No 26A, Cluj Napoca, Cluj, Bogdan Voda University, Grigore Alexandrescu street, No 26A, Cluj Napooca, Cluj

Annals of Faculty of Economics, 2013, vol. 1, issue 2, 605-613

Abstract: Abstract: The paper work presents the importance of relationship marketing within the process of forming and developing the customer segments that are focused on the brand. Although mass marketing during the main stage of promotion will always serve for brand awareness, the relationship marketing is the one to establish and increase the loyalty after a purchase. By this means, one may reduce costs and increase incomes, Relationship marketing generating intangible benefits. The philosophy of the relationship marketing must be converted into tangible relationships. These connections must become a part of the business and marketing plan of any company. Relationship marketing orientation to organizations brought to the fore three concepts whose importance has grown significantly in the last decade: attracting, retaining and regaining lost customers. Options managers and marketing professionals may turn to offensive strategies for attracting new customers, or the defensive strategy of maintaining existing customers. Implementation of effective marketing strategies requires a substantial effort to measure the value of each customer. Relationship marketing takes into consideration the needs and the expectations of the customers. Relationship marketing is applied both for intermediate consumer and also for the final consumer and it is based on changing view the client satisfaction, becomes a priority and conditions the existence of the producer and seller with a bog accent on quality and better servings. Truly the relationship marketing refers to the process of knowing the real needs of the clients: economical, emotional and moral and also to satisfy efficiently these needs. Relationship marketing strategy depends on the number of clients the company has and the efficiency level of serving them. The company that properly implements the relationship marketing is a company that succeeds in attracting and maintaining the profitable clients. Relationship marketing is the key that really succeeds in real promotion towards sails to customers, to make them buy again and make recommendation for other clients. Relationship marketing establishes mutual advantageous relations between manufacturers and distributors, making an optimization of the company financial performances.

Keywords: relationship marketing; brand-customer relationship; member-get-member programe (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2013
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