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Relationship Marketing In Digital Economy

Author

Listed:
  • Bojan Đorđević

Abstract

Relationship marketing in digital economy represents a new phase of marketing development in the XXI century. Key features lie in the development of closer relationship and cooperation between companies and their Internet consumers and partners. It was the problem of nonestablished e-relationships that was the main reason for failure of those companies that first started their new, digital environment business. Challenge for companies in the future will be introducing the CRM concept, with the main goal of bringing the high statisfaction and loyalty to their consumers in the e-market.

Suggested Citation

  • Bojan Đorđević, 2007. "Relationship Marketing In Digital Economy," Economic Annals, Faculty of Economics and Business, University of Belgrade, vol. 52(173), pages 133-158, April - J.
    • Handle: RePEc:beo:journl:v:52:y:2007:i:173:p:133-158
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    More about this item

    Keywords

    Relationship marketing; digital economy; loyalty; consumers;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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