التسويق بالعلاقات و تحقيق رضا العميل : دراسة حالة عملاء مجمع صيدال لولاية بشار-الجزائر

الملخص EN

Business organizations consider customers as a backbone and a central concern in their activities, because of the role they play in the organization's success.

In this regard, and due to multiple changes that the concept of marketing has endured, new insights have been introduced to emphasize the customer's role as a means to a successful marketing process.

Among modern notions that opened up new insights, relationship marketing, which many organizations were forced to take into account.

This notion aims at building up possible and strong long-term relationships with customers, Our research work has focused on the Algerian pharmaceutical group, Saidal, a leading company in its field which has adopted relationship marketing.