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Strategic focus shift in marketing – evolution of relationship marketing paradigm

Matilda Dorotić ; Faculty of Economics-Split

Puni tekst: hrvatski, pdf (7 MB) str. 7-24 preuzimanja: 118* citiraj
APA 6th Edition
Dorotić, M. (2005). Promjena strateškog fokusa u marketingu – razvoj relationship marketing paradigme. Market-Tržište, 17 (1-2), 7-24. Preuzeto s https://hrcak.srce.hr/21986
MLA 8th Edition
Dorotić, Matilda. "Promjena strateškog fokusa u marketingu – razvoj relationship marketing paradigme." Market-Tržište, vol. 17, br. 1-2, 2005, str. 7-24. https://hrcak.srce.hr/21986. Citirano 28.11.2020.
Chicago 17th Edition
Dorotić, Matilda. "Promjena strateškog fokusa u marketingu – razvoj relationship marketing paradigme." Market-Tržište 17, br. 1-2 (2005): 7-24. https://hrcak.srce.hr/21986
Harvard
Dorotić, M. (2005). 'Promjena strateškog fokusa u marketingu – razvoj relationship marketing paradigme', Market-Tržište, 17(1-2), str. 7-24. Preuzeto s: https://hrcak.srce.hr/21986 (Datum pristupa: 28.11.2020.)
Vancouver
Dorotić M. Promjena strateškog fokusa u marketingu – razvoj relationship marketing paradigme. Market-Tržište [Internet]. 2005 [pristupljeno 28.11.2020.];17(1-2):7-24. Dostupno na: https://hrcak.srce.hr/21986
IEEE
M. Dorotić, "Promjena strateškog fokusa u marketingu – razvoj relationship marketing paradigme", Market-Tržište, vol.17, br. 1-2, str. 7-24, 2005. [Online]. Dostupno na: https://hrcak.srce.hr/21986. [Citirano: 28.11.2020.]

Sažetak
In the era of intense competition and demanding mature markets, contemporary marketing thought has seen shift in paradigm. Strategic focus, in marketing discipline, once predominantly transactional and oriented toward exchanve and customer acquisition shifted towards developing and maintaining relationship with strategically important base of customers i.e. on customer retention. In particular, companies are trying to develop and maintain long-term relationships with customers and other partners in marketing channels, to establish and deepen stakeholders' loyalty to brands, products, company etc., which will, in turn, raise profitability and future prospects of the company. Customer retention in volatile and demanding markets could be obtained only by carefully establishing and nurturing „relationship“ between a company and an individual customer, in a way of constantly increasing value for customers. However, value creating process calls for enhancing partnership with all other important subjects in marketing channels.
The above mentioned presents the main arguments in favour of paradigm shift towards relationship marketing which have been marked contemporary marketing focus, and according to many marketing gurus, presents emerging marketing discipline. However, for a discipline to emerge, it is necessary to fully explore its domain and conceptual foundations. In this sense relationship marketing paradigm still presents a challenge for the future. This paper elaborates the occurence of a paradigm shift and evolution of relationship marketing, presenting its domain and conceptual foundations. Finally, it adresses strategic impact of relationship marketing in marketing strategy, seeking a strategic role of relationship-based competitive advantage.

Ključne riječi
relationship marketing; marketing paradigms; customer acquisition; customer retention; marketing strategy

Hrčak ID: 21986

URI
https://hrcak.srce.hr/21986

[hrvatski]

Posjeta: 951 *