Advanced Search
MyIDEAS: Login to save this book chapter or follow this series

Database Marketing Based Business Development – The Case of Serbian Financial Sector

Contents:

Author Info

  • Ivana Domazet

    ()
    (Institute of Economic Sciences)

  • Jovan Zubovic

    (Institute of Economic Sciences)

Abstract

In this paper the authors have discussed on the importance of database marketing and analyzed the level of its development in Serbia. A need to store large amounts of data necessary for making business decisions is the main reason for introduction of information technology, and building information systems and databases in the modern enterprises. To become successful in competitive markets, companies must use databases as a starting point in formulating their marketing campaigns. Information from databases enables companies to optimally adapt all marketing mix elements, increase sales and market share, as well as to improve profitability. In accordance with those assumptions there has been conducted an empirical research in the financial sector in Serbia to determine the level of development of databases and CRM systems. Research results show that in Serbian financial sector, unlike in the rest of the economy, database marketing is very developed and it is following the global trends.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://www.ien.bg.ac.rs/images/stories/download/contemporaryissues_ch24.pdf
Download Restriction: no

Bibliographic Info

as in new window

This chapter was published in:

  • Stefan Bogdan Salej & Dejan Eric & Srdjan Redzepagic & Ivan Stosic (ed.), 2011. "Contemporary Issues in the Integration Processes of Western Balkan Countries in the European Union," Books, Institute of Economic Sciences, number conissue, December.
    This item is provided by Institute of Economic Sciences in its series Book Chapters with number conissue-24.

    Handle: RePEc:ibg:chaptr:conissue-24

    Contact details of provider:
    Postal: 12 Zmaj Jovina St, 11000 Belgrade, Serbia
    Phone: +381 11 2622 357, 2623 055
    Fax: +381 11 2181 471
    Email:
    Web page: http://www.ien.bg.ac.rs
    More information through EDIRC

    Related research

    Keywords: Databases; marketing; financial sector; Serbia;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:ibg:chaptr:conissue-24. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zorica Bozic).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.