IDEAS home Printed from https://ideas.repec.org/a/aio/manmar/vviiiy2010i1p15-24.html
   My bibliography  Save this article

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

Author

Listed:
  • Luigi DUMITRESCU

    (Lucian Blaga University of Sibiu)

  • Mircea FUCIU

    (Romanian-German University of Sibiu)

Abstract

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
    as

    Download full text from publisher

    File URL: http://www.mnmk.ro/documents/2010/2DumitrescuFFF.pdf
    Download Restriction: no

    More about this item

    Keywords

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:manmar:v:viii:y:2010:i:1:p:15-24. 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: (Catalin Barbu). General contact details of provider: http://edirc.repec.org/data/fecraro.html .

    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.

    We have no references for this item. You can help adding them by using 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.