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A Model for Relational Marketing

Author

Listed:
  • Negoiță Olivia Doina

    (Polytechnic University of Bucharest)

  • Purcărea Anca Alexandra

    (Polytechnic University of Bucharest)

  • Popescu Mirona Ana-Maria

    (Polytechnic University of Bucharest)

Abstract

Relational marketing, connects the new type of consumer and society, redefines the meaning ofthe act of buying by taking into account the needs and expectations of the clients. Relationmarketing aims at customer loyalty, becoming more volatile, with higher and more difficultexpectations, as well as attracting customers from new markets. Consumer-oriented, relationalmarketing announces the end of the macro-marketing era and the beginning of the micromarketingera, by replacing macro-segmentation strategies with niche strategies. This article wishes toexplore the means by which people can be attracted by a business so that they become buyers andturn into loyal customers, but also those that can be used to render them. There will be a modelthat includes digital marketing elements that impact on consumers, and they are a key element forany organization.

Suggested Citation

  • Negoiță Olivia Doina & Purcărea Anca Alexandra & Popescu Mirona Ana-Maria, 2018. "A Model for Relational Marketing," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 353-357, July.
    • Handle: RePEc:ovi:oviste:v:xviii:y:2018:i:1:p:353-357
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    References listed on IDEAS

    as
    1. Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Chris, 2017. "Elements of strategic social media marketing: A holistic framework," Journal of Business Research, Elsevier, vol. 70(C), pages 118-126.
    2. Paul Valentin Ngobo, 2017. "The trajectory of customer loyalty: an empirical test of Dick and Basu’s loyalty framework," Post-Print hal-01619884, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    relational marketing; client’s loyalty; customer retention; customer attraction;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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