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The Influence of Marketing Communication on the Consumer’s Buyer Behavior – A Relationship Marketing Approach

Mihai Tichindelean
Published Online: 2015-08-25 | DOI: https://doi.org/10.1515/sbe-2015-0013


The purpose of the paper is to identify the nature of the influence of a company’s marketing communication of the actual consumer behaviour. To achieve this purpose, the paper is structures in two parts; firstly, the recent literature regarding relationship marketing paradigm is reviewed and the value chain concept is presented. The second part contains a survey-based research which uses book-store customers as target unit. Sales promotion and advertising are used as input variables in identifying the variation in the client’s buying behaviour. Client behaviour was measured through three variables: monetary value spent by the clients within their last purchasing experience, buying frequency of the clients, and their buying intention.

Keywords : relationship marketing; value chain; marketing communication; consumer behavior; sales promotion


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About the article

Published Online: 2015-08-25

Published in Print: 2015-04-01

Citation Information: Studies in Business and Economics, Volume 10, Issue 1, Pages 140–145, ISSN (Online) 2344-5416, DOI: https://doi.org/10.1515/sbe-2015-0013.

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© 2015. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License. BY-NC-ND 3.0

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