期刊名称：International Journal of Business and Management Studies
电子版ISSN：1309-8047
出版年度：2011
卷号：3
期号：2
出版社：Social Sciences Research Society
摘要：Competition dynamics within the contemporary economy leads enterprises to place the customer with his needs and preferences in the center of all their marketing efforts, in order to build long term customer profitable relationships. In this context, the concept of relationship marketing attracts broader attention among business professionals and researchers alike. Relationship marketing in Romania is adopted and effectively conducted especially in the multinational companies and large organization context. The SMEs sector represents 99.7 % of the national economy and it is characterized by diversity, heterogeneity, flexibility, dynamism and a high degree of adaptability. However, the Romanian enterprises from this category tend to have a vague notion of marketing in general, and are prone to operate valuing constructs and instruments specific to transactional approach. Thus, studying the managerial perspective in the Romanian SMEs is both useful for SMEs practitioners, in terms of customer retention increase, and nonetheless for the scholars with similar pursuits in the research area
关键词：relationship marketing; Romanian SMEs; focus group; managerial;view
