The role of strategic planning in relationship marketing


  • Aurelian A. BONDREA Associate Professor, Ph.D. Faculty of Marketing and International Affaires Spiru Haret University
  • Daniel Adrian GÂRDAN Lecturer Ph.D. candidate Faculty of Marketing and International Affaires Spiru Haret University
  • Iuliana Petronela GEANGU Lecturer Ph.D. Faculty of Marketing and International Affaires Spiru Haret University


relationship marketing, strategic planning, traditional strategic approach, network, SOSTAC planning model


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?    


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How to Cite

BONDREA, A. A., GÂRDAN, D. A., & GEANGU, I. P. (2010). The role of strategic planning in relationship marketing. Annals of Spiru Haret University. Economic Series, 10(4), 50–60. Retrieved from