IDEAS home Printed from https://ideas.repec.org/a/agr/journl/v08(537)y2009i08(537)p57-66.html
   My bibliography  Save this article

Relational Marketing – the Prerequisite to Implement Tourist Companies’ Marketing Strategies

Author

Listed:
  • Maria Carmen Iordache

    („Constantin Brancoveanu” University, Pitesti)

  • Denisa Parpandel

    („Constantin Brancoveanu” University, Pitesti)

Abstract

By means of enterprisers’ complex efforts to be oriented towards and take permanent steps to customers’ benefits, relational marketing actually and essentially argues rendering customers loyal by the persuasive qualities of the products supplied, the conditions they are offered in, and a more favourable quality-price ratio than the competitors’. Within relational marketing, marketing managers must set up and implement efficient strategies and programmes in order to attract and keep their customers. In case of losing their customers, it is necessary they explore the causes and try to emotionally or rationally regain them, especially if customers’ strategic value is high to suppliers. The balance between attracting new customers and keeping the current ones has a dynamic feature proved by the change in priorities of the two main concerns during enterprisers’ and products’ progress on the market. The business environment where enterprisers in the Romanian tourism develop their activities is complex and continuously changing. This imposes an increase in the concerns of tourism managers that should take account of the motivations and demands of current and potential tourists, which would be the best way to attract customers and make them loyal.

Suggested Citation

  • Maria Carmen Iordache & Denisa Parpandel, 2009. "Relational Marketing – the Prerequisite to Implement Tourist Companies’ Marketing Strategies," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 8(08(537)), pages 57-66, August.
  • Handle: RePEc:agr:journl:v:08(537):y:2009:i:08(537):p:57-66
    as

    Download full text from publisher

    File URL: http://store.ectap.ro/articole/406.pdf
    Download Restriction: no

    File URL: http://www.ectap.ro/articol.php?id=406&rid=52
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Carmen-Maria, IORDACHE & Alexandrina, SÎRBU, 2013. "Customer Loyalty - The Guaranteed Success Of An Organization On The Market," Management Strategies Journal, Constantin Brancoveanu University, vol. 22(4), pages 41-48.
    2. Valentina Della Corte & Enrico DiTaranto, 2014. "Quality in marketing process and networking value co-creation: some evidences in hospitality industry," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 53-80.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:agr:journl:v:08(537):y:2009:i:08(537):p:57-66. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mircea Dinu (email available below). General contact details of provider: https://edirc.repec.org/data/agerrea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.