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Customer Relationship Management


Author Info

  • Ioan Bordean

    (“DANUBIUS” University of Galati)

  • Alina Raileanu

    (“DANUBIUS” University of Galati)

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    In order to maintain in a market economy with the competition becoming increasingly tough, with consumer preferences and demands more sophisticated and diverse, a company must manage in the best possible way the relations with the existing and potential customers to know their preferences, attitudes, purchasing behaviour, motivations, in order to attract the proper clients for their company products. These goals may be achieved by implementing a strategy called “Customer Relationship Management”, which aims to identify the potential customers, observing their needs, attract them through a special offer and obtaining their enthusiasm. A key element of a CRM strategy is communication using as many possible ways with current and potential customers, in order to attract them and to become loyal.

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    Bibliographic Info

    Article provided by Danubius University of Galati in its journal Euroeconomica.

    Volume (Year): (2008)
    Issue (Month): 2(21) (December)
    Pages: 5-14

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    Handle: RePEc:dug:journl:y:2008:i:2:p:5-14ec:dug:journl:y:2008:i:2:p:5-14

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    Related research

    Keywords: customer attraction; loyalty; CRM; strategy;


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