Relational Marketing – the Prerequisite to Implement Tourist Companies’ Marketing Strategies
By means of enterprisers’ complex efforts to be oriented towards and take permanent steps to customers’ benefits, relational marketing actually and essentially argues rendering customers loyal by the persuasive qualities of the products supplied, the conditions they are offered in, and a more favour...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
General Association of Economists from Romania
2009-08-01
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| Series: | Theoretical and Applied Economics |
| Subjects: | |
| Online Access: |
http://store.ectap.ro/articole/406.pdf
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| Summary: | By means of enterprisers’ complex efforts to be oriented towards
and take permanent steps to customers’ benefits, relational marketing actually
and essentially argues rendering customers loyal by the persuasive qualities
of the products supplied, the conditions they are offered in, and a more
favourable quality-price ratio than the competitors’.
Within relational marketing, marketing managers must set up and implement
efficient strategies and programmes in order to attract and keep their
customers. In case of losing their customers, it is necessary they explore the
causes and try to emotionally or rationally regain them, especially if customers’
strategic value is high to suppliers. The balance between attracting new
customers and keeping the current ones has a dynamic feature proved by the
change in priorities of the two main concerns during enterprisers’ and products’
progress on the market.
The business environment where enterprisers in the Romanian tourism
develop their activities is complex and continuously changing. This imposes
an increase in the concerns of tourism managers that should take account of
the motivations and demands of current and potential tourists, which would be
the best way to attract customers and make them loyal. |
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| ISSN: | 1841-8678 1844-0029 |