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Customer Relationship Management - A Major Element Of The Companys Business Strategy


  • DUMITRU, Nicoleta Rossela
  • STIOCA, Ivona
  • NEGRICEA, Costel


Customer oriented relationship marketing requires continuous and comprehensive identification and analysis of customer expectations, their translation into delivery of the products and services, and conduct of interaction with customers, in order to develop and maintain long term and economically advantageous relationships. Market orientation envisages not only the current business customers, but also all market participants getting into relationship with the enterprise; on the other hand, customer orientation is aimed primarily at meeting their needs and expectations, while the creation of a competitive advantage on the market moves in the background.

Suggested Citation

  • DUMITRU, Nicoleta Rossela & STIOCA, Ivona & NEGRICEA, Costel, 2011. "Customer Relationship Management - A Major Element Of The Companys Business Strategy," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(3), pages 16-21, September.
  • Handle: RePEc:hmm:journl:v:1:y:2011:i:3:p:16-21

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    relationship marketing; customer orientation; CRM; customer value; customer satisfaction; customer behavior.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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