The role of strategic planning in relationship marketing

The evolution of relationship marketing has been one of the most talked about, partly because it not only proposed a radical change at the very beginning of the marketing action and philosophy, but also because of its complexity.Among many different issues regarding the relationship marketing, the one referring to the strategic planning process has been very little dealt with among the marketing specialists.The present article discusses this sensitive matter and represents a short insight into this complex dilemma: is planning possible or not when talking about commitment, trust, harmony, empathy with the consumer on a regular basis, during a lifetime relationship?   

Book reviews: Ion Popescu, Robert Paul Puică, Mădălina Constantinescu – European knowledge society – economic, social and juridic perspectives

The publication of a scientific paper stirs up both a lot of interest and rivalry.  Should the topic be of a great concern, then the desire to purchase and study the paper appears.  This is what the Societatea europeană a cunoaşterii volume undoubtedly brings up, after being published by the prestigious Romanian Academy Publishing House..