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Developing competitive advantage requires a considerable effort from each organization. In this case we are talking especially about those organizations involved in a highly competitive market that require the development of strategies for allocating resources in the long term strategic marketing effectively and easily quantifiable results. Faced with a multitude of phenomena and processes on different contradictory consumer markets, contemporary marketing mission is to develop quite creative business strategy organizations, ability to relate with clients and other categories of audience. Concepts such as strategic positioning, relational marketing, con sumer relationship management, integrated marketing research are just some tools for marketing managers that could operationalize successful strategies. These entire developments outline a new paradigm of marketing that explain new types of market relations in the 21st century organization. (pp. 204-211)

SILVIA OLARU
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Spiru Haret University

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