Abstract
The interest in relationships marketing has grown in recent years and is now beginning to take center stage in marketing thought and research. Relationships marketing covers the whole spectrum of marketing’s sub-disciplines and also integrates concepts and theoretical paradigms from several social science disciplines, including economics, sociology, psychology and political science. The full potential of relationships marketing has implications for organizational changes and for creating superior marketing value. Several indications suggest that it will have a broad appeal and would encourage widespread academic inquiry.The aim of this article would be to present various points of view to relationships marketing and highlight concepts which, according to authors point of view, carry out the highest level of relation-ships marketing correlation with classical marketing theory and which are the most important to present practical marketing activity, to marketing management and marketing research.
Highlights
The aim of this article would be to present various points of view to relationships marketing and highlight concepts which, according to authors point of view, carry out the highest level of relationships marketing correlation with classical marketing theory and which are the most important to present practical marketing activity, to marketing management and marketing research
Relationship marketing is the practice of building long-term satisfying relationships with key parties: customers, suppliers, distributors - in order to retain their long-term preference and business
The ultimate outcome of relationship marketing is the building of a unique company asset called a marketing network
Summary
Relationship marketing is the practice of building long-term satisfying relationships with key parties: customers, suppliers, distributors - in order to retain their long-term preference and business. Smart marketers try to build long-term, trnsting, "willwin" relationships with valued customers, distributors, dealers and suppliers They accomplish this by promising and delivering high quality, good service and fair prices to the other parties over time. The broader view to relationship marketing includes all aspects of marketing in which the concepts of relationships, networks and interactions exercise an influence It goes beyond the supplier-customer dyad and embraces relationships between many parties: competitors, intermediaries, own suppliers, research institutes, government agencies and others. It includes both contact through information technology and face-to-face contact; both industrial marketing to few buyers and consumer marketing to thousands or millions of consumers; and both services marketing and goods marketing. ZONE OF SECONDARY CONNECTIONS (Competitors, Political Parties, Government Departments, Pressure Groups)
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