2002). Thinking of marketing less as a function and more as a set of values and processes (Moorman and Rust 1999) appears as the new vision of marketing. The survival and growth of a company therefore requires accurate knowledge about customers and careful relationship management.
In this paper I look for the underlying principles of the new trends in marketing. In doing so, I focus first on exploring the new concept of marketing; then I show an example of new trends in marketing in AstraZeneca (See Appendix). After that, I tackle the concept of marketing communication with the case of Royal Caribbean Cruises (See Appendix). Finally I refer to conclusions.
During the last few decades marketing has been challenged to undertake a paradigm shift away from the view of marketing as an optimization problem with an emphasis on product, price, promotion and distribution and toward a conceptualization of marketing as a set of activities focused on intra-firm and inter-organizational influence processes. As a result marketing has moved away from a focus on transactions as the fundamental unit of analysis and toward a focus on relationships with customers and suppliers (Webster et al. 2003).
In addition, in this relationship the customer is no longer just a recipient of goods. The customer is viewed as a co-producer of service and therefore marketing is defined as a process of doing things in interaction with the customer (Vargo and Lusch 2004).
Understanding relationship in marketing (RM) requires distinguishing between the discrete transaction, which has a distinct beginning, short duration, and sharp ending by performance, and relational exchange, which traces to previous agreements and is longer in duration, reflecting an ongoing process (Morgan and Hunt 1994).
Numerous definitions of RM have been introduced in the literature since the beginning of 1990s reflecting the high attention of