A RELATIONSHIP MARKETING APPROACH TO THE SUPPLY CHAIN

Laurenţiu-Dan Anghel (), Mihaela Constantinescu () and Ştefan Claudiu Căescu ()
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Laurenţiu-Dan Anghel: Bucharest University of Economic Studies, Romania
Mihaela Constantinescu: Bucharest University of Economic Studies, Romania
Ştefan Claudiu Căescu: Bucharest University of Economic Studies, Romania

No 11-12, Social Responsibility, Ethics and Sustainable Business from Bucharest University of Economic Studies

Abstract: The context of the development of the marketing theory has undergone significant changes both at international and global market levels and in different national economies. Every company has to ensure customer loyalty for a longer period of time (thus reducing marketing costs), wants to consolidate the company reliability and stability and has to contribute to improving the efficiency of the market economy, which is beneficial to both companies and population. All this consider, a company is determine to implement relationship marketing, which can be focused on the organization’s relationship with the final consumer or on its relationship with other stakeholders such as its suppliers. Thus, it is justified to approach the supply chain from a relationship perspective and the relationship marketing tools are perfectly applicable on the business to business market. A relationship oriented approach of the supply chain can create value for all stakeholders; therefore bring a substantial contribution to the sustainability of the business, through objectives such as social equity, economic efficiency and environmental performance. This paper emphasizes the results of a research regarding the way Romanian companies from the business to business market are using relationship marketing to build and develop the relationship with their suppliers, with an emphasis on the methods used in selecting a supplier, criteria considered in evaluating suppliers and the retention methods for the main supplier.

Keywords: relationship marketing; supply chain; business to business; business sustainability; Romanian market (search for similar items in EconPapers)
Date: 2012-10
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Published in Working Papers Series on Social Responsibility, Ethics & Sustainable Business

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http://www.csrconferences.org/RePEc/aes/icsrog/2012/2012_1_002.pdf First version, 2012, October (application/pdf)

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