publication . Article . 2013

RELATIONSHIP MARKETING IN THE INNOVATION PROCESSES

Rodica Boier;
Open Access English
  • Published: 01 Dec 2013 Journal: Studies and Scientific Researches: Economics Edition (issn: 2066-561X, eissn: 2344-1321, Copyright policy)
  • Publisher: University of Bacău
Abstract
<jats:p>Inspired from the context of business-to-business markets, relationship marketing in the context of innovation have been expanded more and more to the consumer markets as well. The paper starts with a review of several most relevant studies on relationship marketing-innovation topic, from the first references to the current complex approaches. The effective stakeholder involvement in the value creation provides a more fertile ground for further successful innovations. All of the variables generating the success of a relationship marketing approach – trust, commitment, communication, seller’s customer orientation and empathy, experience and satisfaction a...
Subjects
free text keywords: innovation, new product development, relationship marketing, Business, HF5001-6182, Economics as a science, HB71-74, Empathy, media_common.quotation_subject, media_common, Economics, Marketing management, business.industry, Product type, Stakeholder, Product innovation, Novelty, Marketing
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publication . Article . 2013

RELATIONSHIP MARKETING IN THE INNOVATION PROCESSES

Rodica Boier;