The paper emphasizes the relationship marketing stage of development within the banking industry in Romania, by identifying the extent to which business objectives and marketing strategies of companies are customer oriented. In order to achieve this aim a qualitative marketing research was...

The paper emphasizes the relationship marketing stage of development within the banking industry in Romania, by identifying the extent to which business objectives and marketing strategies of companies are customer oriented. In order to achieve this aim a qualitative marketing research was...

Taking into account the main, already established marketing orientations the present article aims at stressing the dominant characteristic of contemporary marketing that it presents as a new paradigm of the last two decades. By emphasizing the meaning of relationship capital as fundamental...