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Relationship marketing with the supply chain a prerequisite for business sustainability

Author

Listed:
  • Laurenţiu-Dan Anghel

    (Academy of Economic Studies, Bucharest)

  • Mihaela Constantinescu

    (Academy of Economic Studies, Bucharest)

  • Ștefan Claudiu Căescu

    (Academy of Economic Studies, Bucharest)

Abstract

The supply chain is a network of suppliers, production capacities, warehouses, wholesale and retail centres through which the raw materials are purchased, transformed and delivered to consumers and users. In order to integrate the commercial and economic activities at the supply chain level there is a need of developing tight relationships between the customer and the supplier. Therefore, it is justified to approach the supply chain from a relationship perspective and the relationship marketing tools are perfectly applicable on the business to business market. A relationship oriented approach of the sup ply chain can create value for all stakeholders; therefore bring a substantial contribution to the sustainability of the business, through objectives such as social equity, economic efficiency and environmental performance. This paper emphasizes the results of a research regarding the manner in which Romanian companies from the business to business market are using relationship marketing to build and develop the relationship withtheir suppliers.

Suggested Citation

  • Laurenţiu-Dan Anghel & Mihaela Constantinescu & Ștefan Claudiu Căescu, 2012. "Relationship marketing with the supply chain a prerequisite for business sustainability," Romanian Economic Journal, Department of International Business and Economics from the Academy of Economic Studies Bucharest, vol. 15(46bis), pages 3-24, December.
    • Handle: RePEc:rej:journl:v:15:y:2012:i:46bis:p:3-24
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    References listed on IDEAS

    as
    1. Iacob Cătoiu & Diana Maria Vrânceanu & Alina Filip, 2010. "Setting Fair Prices – Fundamental Principle Of Sustainable Marketing," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 12(27), pages 115-128, February.
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    More about this item

    Keywords

    relationship marketing; supply chain; business to business; business sustainability; Romanian market;
    All these keywords.

    JEL classification:

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

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