СТРУКТУРНА СЪГЛАСУВАНОСТ НА КОНЦЕПЦИИТЕ „МАРКЕТИНГ НА ВЗАИМООТНОШЕНИЯТА“ И „УПРАВЛЕНИЕ НА ВЗАИМООТНОШЕНИЯТА С КЛИЕНТИ
STRUCTURAL COORDINATION OF THE CONCEPTS OF MARKETING OF RELATIONS AND MANAGEMENT OF CUSTOMER RELATIONS

Author(s): Evgeni Stanimirov, Vladimir Zhechev
Subject(s): Economy
Published by: Бургаски свободен университет
Keywords: Relational exchange; relationship marketing; customer relationship management; structural consistency
Summary/Abstract: Often in practice and in some scientific publications the relational concepts „relationship marketing” and „customer relationship management” are perceived as interchangeable. This article is an attempt to assess the structural consistency of these concepts. The comparison of relational concepts has been carried out by two criteria: relationship life cycle and structural components of the concepts. Despite the existence of some differences between the examined concepts, the authors find a high degree of similarity of the studied structures

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