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The Role Of Strategic Planning In Relationship Marketing

Author

Listed:
  • BONDREA , Aurelian A.

    (Faculty of Marketing and International Affaires Spiru Haret University)

  • GÂRDAN , Daniel Adrian

    (Faculty of Marketing and International Affaires Spiru Haret University)

  • GEANGU , Iuliana Petronela

    (Faculty of Marketing and International Affaires Spiru Haret University)

Abstract

The evolution of relationship marketing has been one of the most talked about, partly because it not only proposed a radical change at the very beginning of the marketing action and philosophy, but also because of its complexity.Among many different issues regarding the relationship marketing, the one referring to the strategic planning process has been very little dealt with among the marketing specialists. The present article discusses this sensitive matter and represents a short insight into this complex dilemma: is planning possible or not when talking about commitment, trust, harmony, empathy with the consumer on a regular basis, during a lifetime relationship?

Suggested Citation

  • BONDREA , Aurelian A. & GÂRDAN , Daniel Adrian & GEANGU , Iuliana Petronela, 2010. "The Role Of Strategic Planning In Relationship Marketing," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 1(4), pages 53-60.
    • Handle: RePEc:ris:sphecs:0084
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    Citations

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    Cited by:

    1. CHIRIMBU, Sebastian, 2014. "Challenges Of Leadership In Modern Organizations: Knowledge, Vision, Values," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 5(3), pages 39-47.
    2. Anca UNGUREANU & Raluca CRETOIU & Ana Maria MIHALI & Raluca ZORZOLIU & Adrian UNGUREANU & Silvia RASCU-PISTOL, 2019. "The Role of Marketing in Managing Modern Organizations," International Conference on Economic Sciences and Business Administration, Spiru Haret University, vol. 5(1), pages 214-219, November.
    3. OPRESCU, Alina Elena, 2014. "The Strategic Marketing Planning – General Framework For Customer Segmentation," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 5(1), pages 51-59.
    4. CREȚOIU, Raluca, 2019. "Approaches To Staff Behaviour From The Perspective Of Operations Management," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 19(1), pages 83-93.
    5. TOFAN, Cezarina Adina, 2015. "Method of decision tree applied in adopting the decision for promoting a company," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 6(3), pages 47-54.
    6. CRETOIU, Raluca Ionela, 2013. "The Challenges Of Globalization For Smes In Moldova," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 4(3), pages 85-94.

    More about this item

    Keywords

    relationship marketing; strategic planning; traditional strategic approach; network; SOSTAC planning model;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O21 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy - - - Planning Models; Planning Policy

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