THE ROLE OF DATABASE MARKETING IN THE OPERATIONALIZATION OF THE SERVICES RELATIONSHIP MARKETING

Article English OPEN
Luigi Dumitrescu; Mircea Fuciu;
(2010)
  • Publisher: Universitaria Press Craiova
  • Journal: Management & Marketing,volume VIII,issue 1 May,pages15-24 (issn: 1841-2416)
  • Publisher copyright policies & self-archiving
  • Subject: HF5001-6182 | relationship marketing, one-to-one marketing, customer relationship management, database marketing | Business | one-to-one marketing | relationship marketing | customer relationship management | database marketing
    • jel: jel:M15 | jel:M30

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 pre... View more
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