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A new paradigm in contemporary marketing: relational marketing

Author

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  • Nicolae Al. Pop

    (Academia de Studii Economice Bucuresti)

Abstract

Taking into account the main, already established marketing orientations the present article aims at stressing the dominant characteristic of contemporary marketing that it presents as a new paradigm of the last two decades. By emphasizing the meaning of relationship capital as fundamental organizational asset the connection between this concept and the one of relationship marketing is being marked. A review of the theoretical backgrounds corresponding to the managerial schools that contributed to the shaping of the concept brought forward is presented further on. The study stresses the multifunctional and interactive character of the relationship marketing and aims at defining it in close connection with the practical requests. The applicative semnifications implied for the Romanian enterprise through the application of the new paradigm within the business environment ends the undertaken approach.

Suggested Citation

  • Nicolae Al. Pop, 2006. "A new paradigm in contemporary marketing: relational marketing," Management & Marketing, Economic Publishing House, vol. 1(3), Autumn.
    • Handle: RePEc:eph:journl:v:1:y:2006:i:3:n:3
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    Citations

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    Cited by:

    1. Pantea Carmen & Pop Nicolae Al., 2010. "Email Marketing Campaigns: The Easiest Path From Organizations To Consumers – An Exploratory Assessment," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 737-742, July.
    2. Pop Nicolae Al. & Ott Cristina-Maria & Simion-Danicescu Daniela & Todea Steluța, 2019. "The scientific event – a visibility factor for the university brand," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1021-1032, May.
    3. Polixenia Aurora Parescura, 2016. "Influence of Customer Relationship Management in Optometric Practice," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 31-42, July.
    4. Sabou Felicia, 2016. "The Relationship Marketing Application In Small And Medium-Sized Enterprises," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 42-47, December.

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