Marketing relacji. Koncepcja i stosowanie

The marketing mix paradigm has dominated marketing thought, research and practice since it was introduced almost 40 years ago. Today new approaches have been emerging in marketing research. The evolving recognition of the importance of customer retention and of customer relationship economics reinforce the change in mainstream marketing. Relationship marketing is one leading new approach to marketing. A major shift in the perception of the fundamentals of marketing is taking place. Undoubtedly discussion of the concept of relationship marketing is one of the more prominent of a larger scale re-evaluation of the role and direction of development of marketing but there is a great lack in literature describing this new discipline. Especially in Poland the concept of relationship marketing is almost unknown. This paper is concerned with the development of a general framework for relationship marketing. Firstly it discusses transactional marketing and the marketing mix concept, the new trends in marketing, secondly it identifies the major criticism of the transactional approach, thirdly it examines current approaches to relationship marketing including first of all the "six markets model". The next part of this paper concentrates on key aspects of relationship marketing: quality, internal marketing, individualised communication and special loyalty programs. The critical analysis of relationship marketing is presented at the last part of this paper. Finally the author presents proposition of the new marketing model based on the relationship approach. The proposed model may be useful as a guide for managers in our country and help them to improve their marketing activity.