Combining Marketing Practices for Enhancing Organizations’ Performance

Abstract

This study was aimed at clarifying what type of approach to marketing (transactional, relational or a combination of these two) should companies have, depending on their defining characteristics such as sector, age, size and others. The first step was to establish several general profiles for the companies based on the way they combine different marketing practices. The second step was to identify those profiles that correspond to either high or low levels of performance with regard to various marketing and financial indicators. The information presented here is part of a broader study investigating contemporary marketing practices in the Romanian business environment.

Keywords: contemporary marketing practices, marketing performance, relationship marketing, transactional marketing

JEL Classification: M31