| Autor: Ilona Kędzierska | 63 |
Present economy requires close cooperation with the environment of an entity. It allows to increase its competitiveness, strengthen or maintain the market position as well as acquire a new group of purchasers. Strengthening the bonds is possible thanks to introducing the relationship marketing. Often it becomes the beginning of the existence of the partner relations and supports their development and fostering.
The main aim of the article is to show the relationship marketing as a first step towards establishing the partnership, not only between the entity and a customer but also between the entity and a state organization or two private companies.