Relationship marketing and its importance in the contemporary marketing management

Rembielak-Vitchev, G 2009, 'Relationship marketing and its importance in the contemporary marketing management' , in: Hradecké Ekonomické Dny 2009 (Hradec Economic Day 2009) , Univerzita Hradec Králové, Hradec Králové, Czech Republic, pp. 349-355.

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Abstract

In the paper the issue of modern marketing has been discussed, starting from the idea of traditional marketing concepts, such as: production orientation, product orientation, and sales orientation, and proceeding to the relationship marketing approach, which is focused on satisfying individual consumer’s needs and expectations and maintaining a direct contact with the consumer. The author has discussed the importance of the relationship marketing in the contemporary tough market situation with a high competition.

Item Type: Book Section
Themes: Subjects / Themes > H Social Sciences > HF Commerce > HF5001 Business > HF5801 Advertising
Subjects outside of the University Themes
Schools: Schools > Salford Business School > Salford Business School Research Centre
Publisher: Univerzita Hradec Králové
Refereed: Yes
ISBN: 9788070414552
Depositing User: Institutional Repository
Date Deposited: 11 May 2009 10:37
Last Modified: 05 Feb 2018 14:31
URI: http://usir.salford.ac.uk/id/eprint/1955

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