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The Role Of Database Marketing In The Operationalization Of The Services Relationship Marketing



    (Lucian Blaga University of Sibiu)

  • Mircea FUCIU

    (Romanian-German University of Sibiu)


The relationship marketing aims the construction of a durable relation between the enterprise and the final client, identified at an individual level. The particular part of the relationship marketing has two main concepts: individuality and the relation. This paper presents the concepts of relationship marketing, database marketing and geomarketing. We present the importance of implementing a marketing database in a service providing enterprise and its implications on one hand for the client and on the other hand for the enterprise. The paper point out the marketing database instruments and the advantages for the elements of the marketing mix. The implementation of a marketing database will aid the enterprise to better target and attract the client, to transform them into loyal consumers and in the same time it can help refresh the image of the enterprise.

Suggested Citation

  • Luigi DUMITRESCU & Mircea FUCIU, 2010. "The Role Of Database Marketing In The Operationalization Of The Services Relationship Marketing," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 15-24, May.
  • Handle: RePEc:aio:manmar:v:viii:y:2010:i:1:p:15-24

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    More about this item


    relationship marketing; one-to-one marketing; customer relationship management; database marketing;

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General


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