The Application of Relationship Marketin in a Contemporary Fashion Garment System

Abstract

The theory of relationship marketing, the idea of which was given by a Swede scientist Evert Gummesson, plays an important role in the development of contemporary marketing. The approach is based on the fact that marketing is developed both vertically and horizontally, and that later leads to the application of the marketing principles in some very much specific areas: stock market marketing, public affairs and societies marketing, marketing of cultural and similar shows, personal marketing and even place marketing. Relationships towards these specific areas can be synthesized into a general theory of relationship marketing. The paper tries to analyze the application of the relationship marketing theory in contemporary global systems of fashion garment.