Abstract:

In recent years the traditional approach to marketing has been challenged by the new paradigm of Relationship Marketing. The meaning of Relationship Marketing is still being developed, in theory and in practice. The purposes of this paper are: 1. to determine whether Relational Marketing approaches (Database Marketing, Interaction Marketing and Network Marketing) are replacing the traditional Transactional Marketing approach, or supplementing it; 2. to consider changes occurring in the processes of automotive marketing, as automobile firms try to develop a sharper customer focus, and in order to illustrate the characteristics and implications of this new marketing approach.