The Engagement between the Brand and the Customer: Relationship Marketing as the New Paradigm

Catarina Pimentel, Teresa Gouveia

Abstract: This article aims to achieve a brief theoretical review about the evolution of marketing in its relationship with the consumer. To this end, some evolutive features of marketing are presented and the new consumer profile is approached. Finally, it refers the paradigm shift from transactional to relational marketing.

Keywords: Relationship Marketing, Brand, Consumer Profile, Digital Communication