The role of strategic planning in relationship marketing
Keywords:
relationship marketing, strategic planning, traditional strategic approach, network, SOSTAC planning modelAbstract
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?References
American Marketing Association - “Marketing News” Magazine, 15.09.2004, p. 17-18
Berry Leonard L., Shostack Lynn and Upah Gregory D., (Eds.), (1983), Emerging Perspectives in Services Marketing, Proceedings of Services Marketing Conference, American Marketing Association, Chicago
Callaghan Michael, Shaw Robin N., (2001), Relationship orientation: towards an antecedent model of trust in marketing relationships, Deakin University, http://smib.vuw.ac.nz:8081/WWW/ANZMAC2001/anzmac/AUTHORS/pdfs/Callaghan2.pdf
Dibb Sally, Stern Philip, (2000), Further Thoughts on the Marketing Trifid: The Case of Marketing Orientation, Journal of Marketing Education, no. 22, Sage Publication, Boise, p. 214-224
Dibb, Sally and Simkin, (2010), Judging the quality of customer segments: segmentation effectiveness, Journal of Strategic Marketing, no. 18(2), Lyndon, p.113-131
Donaldson, B., O’Toole, T., Strategic Market Relationship – from strategy to implementation, John Wiley & Sons, 2002.
Dumitru Ionel, (2007) Stages in marketing concept evolution, Online Marketing Review, Vol.1, Nr.1, p. 11-17
Egan John, (2004) Relationship marketing - exploring relational strategies in marketing, Pearson Education, Harlow
Evans Joel R., Richard Laski L, (1994) The relationship marketing process: A conceptualization and application, Industrial Marketing Management, Volume 23, Issue 5, p. 439-452.
Gârdan Daniel Adrian, (2004) Cercetarea comportamentului consumatorului
Orzan Gheorghe, Gârdan Daniel Adrian, Geangu Iuliana Petronela, (2009) Marketing Research about Customer Retention for Dental Services, International Conference on Marketing “Marketing from information to decision”, 2nd edition, October 2009
Piercy Nigel F. (2002), Market-led strategic change: a guide to transforming the process of going to market, Butterworh – Heinemann, Oxford
Rosenberg L. J., Czepiel John A., (1984) A Marketing Approach for Customer Retention, The Journal of Consumer Marketing, Vol. 1, No 2, 45-51 şi rolul ei in strategia de dezvoltare a firmei, Annals of Spiru Haret University, volume 4, p. 51-58
