文档介绍：CUSTOMER RELATIONSHIP MANAGEMENT

As. univ. drd. Mihaela Cornelia Prejmerean
Lect. univ. dr. Alina Mihaela Dima
Academy of Economic Studies, Bucharest
Abstract: After 17 years of economical and market development, Romanian
companies face a new challenge: the petition from the European Union and
the battle for the customers. The Romanian enterprises will have to learn not only
how to attract customers, but also how to keep them. Marketing programs include
now aspects regarding customer orientation, relationship management, loyalty and
quality. In this paper, we will follow the main aspects, characteristics, dimensions and
processes of Customer Relationship Management, and we will analyze the challenges
that the panies will have to face. Examples from the financial service sector
will round the actual situation of the implementation of the CRM rules and principles
in Romania.

Keywords: marketing information system; customer relationship management;
business asset, customer acquisition; customer retention.

1. Introduction

In the last decade, the majority of panies were upied with production,
recession, mergers, new technologies and business regulation. Romania’s accession in
the European Union will bring many advantages for further development, together
with membership in mon Market mon policies on product regulation,
and freedom of movement for all the four factors of production (goods, services,
capital and labor). This means that panies pete with other
companies from the EU directly in their home market. panies are more
flexible and mobile and will put a high pressure on the panies in order to
produce better products, launch better offers and services and orientate more towards
their customers. High revenue equals important customer is a classic rule when the
anises its customer policy. “An important customer brings a gross
amount of money for our enterprise” has e a reflex for panies ab