The relevance of transactional and relational marketing variables in relational exchanges is now well established in the marketing literature. However, the knowledge about their relative effectiveness and their optimal mix over time remains very sparse. An analytical model is proposed to help determine optimal decision rules for transactional and relational marketing efforts. Some of the main r...

the purpose of this research is to evaluate the effective factors on relational marketing in mature relationships between buyer-seller. transaction versus relationship has been considered as a very important topic for research. in this research, marketing strategies are evaluated from two perspectives. the first view is marketing mix management (transactional marketing). transactional marketing...

nowadays, belief in the criteria and conditions of interactions with an organization to promote customer relationships is somehow tied to the organizational performance, and its final goal is of great importance. in the literature on organizational behavior, this belief is defined as the “psychological contract”. the intention of this mixed research is to identify and discover the contents of p...

The use of the Internet has increased in recent years remarkably. Companies employ the World Wide Web (WWW) to gather, disseminate and interchange information with actual and potential customers, and then Internet Technology seems to be served and applied as a strategic tool and affects strategies and practices of a firm such as Porter's competitive strategies. Many research findings confirm an...

The scope of this research is to capture a broader view of the marketing practices of the Romanian organizations, a field less investigated up to the present. This study is the first in Romania to apply the methodology developed in the international research project Contemporary Marketing Practices (CMP) and is designed to evaluate the degree in which different types of marketing, characteristi...

iran home appliances producers are challenged by the many foreign competitors. these companies can employ information and communication technology for improvement of the competitiveness. so in this paper, the identification of internet marketing strategies and the consumer behavior have been analyzed by grounded theory. the research shows that, internet marketing strategy (ims) can be classifie...

This study attempts to identify the variety of marketing channel efficiencies for marketing activities and sets up an optimal marketing distribution mix when using different distribution channels for wholesaler travel agencies. This research examines 12 large-scale travel agencies in Taiwan and offers seven direct and indirect distribution channels in order to establish an optimal marketing dis...

Relationship Marketing is emerging as a new phenomenon. However, relationship oriented marketing practices date back to the pre-Industrial era. In this article, we trace the history of marketing practices and illustrate how the advent of mass production, the emergence of middlemen, and the separation of the producer from the consumer in the Industrial era led to a transactional focus of marketi...

Much of the published work in the field of relationship marketing is normative and descriptive. Only a limited amount of empirical work has been conducted. That which has been carried out demonstrates the gap between the academic and practitioner domains. The “paradigm shift” widely proposed in the literature is not yet demonstrated in practice, with companies being shown to adopt a range of ma...