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- W1599874514 abstract "1 Abstract: Marketing concept is widely applied in the contemporary conditions of business operations at the tourist market. However traditional marketing concept is more and more subjected to essential changes, firstly through strategic orientation of tourist companies and tourist destinations which are focused at developing relationships with potentional consumers as well as at maintaining and improving relationships with active consumers and stakeholders at the market.This paper is dealing with pointing out essential differences between traditional and relationship marketing, as well as analysing fields of activities in which key changes towards need for relationship marketing implementation are taking place and will take place. Relationship marketing represent paradigm of changes which take place in marketing practice. Changes are mainly related to shift from the focus at transactions to the focus at relationships. Relationship approach point out relationship continuity which is to be developing between organization and its consumers, with main focus at consumer services and standards of quality. Traditional marketing is mainly focused at sales or product - services transactions and, differently then relationship marketing, asume market as apstract category in the surrounding where consumers are just numbers which need to be processed one by one. Application of relationship marketing asume developing relationships not only with consumers but also with distributors, suppliers, public institutions, individuals etc. Basic differences between traditional marketing approach focused at transactions and the approach focused at consumer relations and other stakeholders are presented in Table 1." @default.
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- W1599874514 date "2010-06-01" @default.
- W1599874514 modified "2023-09-27" @default.
- W1599874514 title "RELATIONSHIP MARKETING IN THE TOURIST SERVICES SECTOR" @default.
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