Abstract: Due to the fact that over the years the demographic characteristics have changed, the consumers have gained a high degree of sophistication and there is overcapacity in many industries, it has been developed a new approach in the post-capitalist era which is the marketing concept. First, it has been the product concept which later evolved in the sales concept. The characteristics that differentiate the marketing concept from the sales one are the following: the accent is on the client`s needs; the company identifies the client`s needs, then plans how to create and deliver the product; the management of the company is oriented to profit; the planning is made for a long period of time and the entire approach reveals the customer`s needs (Fleșeriu, 2019).
Keywords: customers; relationship management; marketing approach.
