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Relationship Marketing Strategies For Service Firms

Author

Listed:
  • Claudia Ioana CIOBANU

    ("Gheorghe Asachi" Technical University of Iasi, Romania)

  • Florin-Alexandru LUCA

    ("Gheorghe Asachi" Technical University of Iasi, Romania)

Abstract

In the last two decades, relationship marketing has been a topic of interest for practitioners and researchers who analyze this area. During this period, the development of sustainable business relations represented a strategic priority. From this perspective, relationship marketing is a tool for managers who need to create new organizational structures. The implementing of relationship marketing activities is performed both inside and outside the organization. This article presents the evolution of the concept of relationship marketing in marketing theory and practice from the perspective of intensification of relations between clients and businesses and thus the requirements imposed by the new business environment.

Suggested Citation

  • Claudia Ioana CIOBANU & Florin-Alexandru LUCA, 2016. "Relationship Marketing Strategies For Service Firms," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 12, pages 503-506, December.
    • Handle: RePEc:cmj:seapas:y:2016:i:12:p:503-506
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    Cited by:

    1. repec:cmj:seapas:y:2017:i:14:p:215-218 is not listed on IDEAS
    2. Magdalena DANILEȚ, 2017. "Metaphorical Representation Of Life And Work In An Economic Context," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 14, pages 217-220, August.

    More about this item

    Keywords

    Financial services; Relationship marketing; Managerial approach;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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