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Customer Relationship Marketing As An E - Marketing Strategic Imperative For The Companies

Author

Listed:
  • KAROLINA ILIESKA

    (Faculty of Economics Prilep, Gjorce Petrov bb 7500 Prilep, Republic of Macedonia)

  • ALAVANTIJA MARINA

    (Faculty of Economics Prilep, Gjorce Petrov bb 7500 Prilep, Republic of Macedonia)

Abstract

Nowadays, in the e-business environment, companies are shifting their business strategies from product-oriented to customer-oriented. As a strategy to optimize lifetime-value of customers, customer relationship marketing - CRM can help companies to succeed in the world of e-business. Not only large, multi-national companies, but also SMEs are increasingly seeking to implement CRM in order to find a competitive advantage on which to base their business’ prospects for longevity. The most significant opportunity SMEs get from the e-marketing is to outperform large competitors regardless of relatively smaller capacity of human and financial resource.The e-marketing and technological innovations are providing SMEs with new opportunities to develop customer’s loyality as a factor for their competitiveness. The paper will identifies the influence of the e-marketing strategies on the different types of customer’s loyalty. The primary objective of this paper is examining the effects of the strategies of e-marketing on the: preference loyalty; complaining behavior and price tolerance.

Suggested Citation

  • Karolina Ilieska & Alavantija Marina, 2016. "Customer Relationship Marketing As An E - Marketing Strategic Imperative For The Companies," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 4(1), pages 100-115.
    • Handle: RePEc:neo:epjour:v:4:y:2016:i:1:p:100-115
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    Keywords

    e - marketing; strategy; CRM;
    All these keywords.

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