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Contemporary business environment is becoming more complex and globalized. In order to maintain its competitive advantage, the organization has to develop effective long-term relationships and innovative approaches with its stakeholders, based on innovative research and methodologies. These relationships can be capitalized by maximizing customer lifetime value, customer profitability and by adopting innovative and creative approaches in the service marketing. Oftentimes even large corporations have a vague knowledge of marketing, especially in the service industry, and tend to operate with traditional and mostly transactional tools. Due to today's competitive environment, the customers' increased capabilities of choice and specialization, the importance of innovation in service marketing has never been as high. Developing an integrative model of work between the relationship marketing and innovation in telecom service industry will enable the company to achieve superior efficiency and build longterm competitive advantages. Aim of this chapter is to provide a conceptual and methodological framework for innovative relationship market approaches for telecom industry in Romania. Moreover, the purpose of the work is to provide a broad perspective on a dynamic industry within an emerging market. The key determinants, particular challenges and factors relative to the national telecomleading players are underlined.

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