IMPLEMENTING RELATIONSHIP MARKETING AS STRATEGY IN A CATALOG COMPANY

被引：0

作者：

Vaduva, Sebastian ^{[1
]}

Fotea, Ioan S. ^{[1
]}

Corcea, Mihai ^{[1
]}

机构：

[1] Emanuel Univ Oradea, Oradea, Romania

来源：

PROCEEDINGS OF THE 5TH INTERNATIONAL CONFERENCE ON BUSINESS EXCELLENCE, VOL 2 | 2010年

关键词：

catalog companies; customer focus; direct marketing; relationship marketing; telemarketing;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The present paper addresses the issue of relationship marketing operationalized as a strategy and implemented in day to day activities. Relationship marketing is a new approach that contrasts the traditional, transactional marketing in that it focuses not solely on gaining market share through a larger number of transactions, but emphasizes the importance of an increased contact with the customer so that the company could gain more of its share of wallet. A catalog company is analyzed on whether it has a relational approach or not and suggestions are given to determine an enhancement in their value offer and customer relationships.

引用

页码：220 / 223

页数：4

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