Acronimul CRM a intrat relativ recent in limbajul decidentilor si specialistilor de marketing. Anii '90 au marcat tranzitia de la marketingul tranzactional la marketingul relational. Astfel, orientarea axata pe realizarea unui numar cat mai mare de tranzactii pe termen scurt a inceput sa fie inlocuita treptat de filozofia promovarii relatiilor pe termen mediu si lung, cu toate categoriile de persoane si organizatii care au un interes direct sau indirect in activitatea organizatiei (stakeholders). In mod firesc, afirmarea marketingului relational atat in plan conceptual cat si operational a determinat reconsiderarea relatiilor cu clientii. In prezent se afirma tot mai puternic pozitia conform careia CRM este o strategie de afaceri, nefiind limitata la una dintre functiunile organizatiei, mai precis la aria marketingului.
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Find related papers by JEL classification: M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General