publication . Article . 2009

THE MULTIBONUS FIDELITY PROGRAM – DEVELOPED AND USED BY MOL ROMANIA PETROLEUM PRODUCTS

Mihai Tichindelean;
Open Access
  • Published: 01 Jan 2009 Journal: Revista economica, volume 47, issue 4-5, pages 85-94
Abstract
Before choosing a strategic alternative, a company must analyze or scan its marketing environment, undertake market segmentation, target own market segments and position itself within these market segments. Adopting a relationship marketing strategy, in general, and an attachment strategy, in particular, requires the company to formalize a life cycle perspective. This paper correlates the theoretical background of an attachment strategy with an applicative case study to Mol Romania.
Subjects
free text keywords: relationship marketing, attachment strategy, Romanian fuel market
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