| Upgrading Direct Marketing by Using the CRM Concept | CRM koncept u funkciji unapre|enja direktnog marketinga |
| Management, [pdf] | Menadžment, [pdf] |
| ID: 7.2009.51.4 Number: 51 Volume: XIV Month: 4 Year: 2009 UDC: 004.738.5:658.8 [tmx] [bow] |
mr Ivana Domazet
Institution: Institute of Economics
Mail: vanad@ien.bg.ac.yu | mr Ivana Domazet
Institucija: Institut ekonomskih nauka
E-pošta: vanad@ien.bg.ac.yu |
mr Jovan Zubović,
Institution: Institute of Economics
Mail: jovanz@ien.bg.ac.yu | mr Jovan Zubović,
Institucija: Institut ekonomskih nauka
E-pošta: jovanz@ien.bg.ac.yu |
dr Božo Drašković
Institution: Institute of Economics
Mail: dbozo@ien.bg.ac.yu | dr Božo Drašković
Institucija: Institut ekonomskih nauka
E-pošta: dbozo@ien.bg.ac.yu |
Abstract
Mass communication techniques and promotion mix which included advertising and sales promotion were
favuored in previous decades. Recently direct marketing as a new tool with high development potential has become
their competitor. Target markets and media became very fragmented and thus inhibit companies’ efforts to
approach mass markets. Direct marketing is a tool which comprises precise targeting of customers by using a variety
of different techniques like data bases, e-marketing, direct mail, telemarketing, mobile marketing, promotion
with direct response and catalogues marketing. Internet technologies offer several innovative tools for adapting
marketing mix to specific business problems. Improvement of the Internet created new business opportunities and
potential competitive advantages, some of which are of lower costs and prices, a perfect customer service, a wider
variety and a products’ customization. Along with computer technology, the Internet and database software developments,
a most important company activity is becoming a two way communication between the companies
and their customers. Customer relationship management (CRM) is a new concept which, as a result of changes
made in management, strategic business planning and personalized customer services, develops fast.
Developments of new information technologies have influence on business transactions to change from product
push strategy to customer pull strategy, which will, as a result, change the position of the customer in the chain
value. Customers, as most important company assets, are becoming sophisticated and increasingly demanding in
their purchasing behaviour. In order to improve the company’s competitive position it is important to analyze several
aspects of Customer Relationship Management: Customer Selection, Customer Acquisition, Customer
Retention and Customer Growth. | Apstrakt
Tehnike masovnih komunikacija, toliko favorizovane proteklih decenija, i promotivni miks koji se uglavnom sastojao
od sredstava kao što su oglašavanje i unapređenje prodaje, dobili su konkurenta sa izuzetnim razvojnim
potencijalom – direktni marketing. Ciljni auditorijum i mediji postali su vrlo fragmentirani, zbog čega je kompanijama
teško da dopru do masovnog tržišta. Direktni marketing je oblast koja podrazumeva precizno targetiranje
kupaca upotrebom niza različitih tehnika uključujući baze podataka, e-marketing, direktnu poštu, telemarketing,
mobilni marketing, propagandu sa direktnim odgovorom i kataloški marketing. Internet tehnologije obezbeđuju neka vrlo inovativna sredstva za adaptiranje marketing miksa prema specifičnim poslovnim problemima.
Napredak interneta je omogućio nove poslovne mogućnosti i potencijalne prednosti nad konkurentima, kao što
su niži troškovi i cene, izuzetnu uslugu prema kupcima, veći izbor i kastumizaciju proizvoda. Paralelno sa razvojem
računarske tehnologije, Interneta i softvera za kreiranje baza podataka, prioritet poslovne aktivnosti postaje
dvosmerna komunikacija preduzeća i potrošača proizvoda ili korisnika usluga. CRM ili upravljanje odnosima
sa potrošačem predstavlja relativno mlad koncept, koji se zahvaljujući promenama u menadžmentu, strategijskom
poslovnom planiranju i personalizovanom servisu potrošača, sve više razvija. Razvoj novih informacionih
tehnologija utiče i na promene poslovnih transakcija od push strategije proizvoda do pull strategije kupca, odnosno
na promene koje će rezultirati i promenom pozicije kupca u lancu vrednosti. Kupci, kao glavni assets preduzeća, postaju sofisticirani i sve zahtevniji pri kupovnom pona{anju. Otuda je bitno sagledati osnovne dimenzije
Customer Relationship Managementa, koji može značajno unaprediti konkurentsku poziciju preduća: Customer
Selection (identifikacija, selekcija), Customer Acquisition (privlačenje), Customer Retention (zadržavanje),
Customer Growth (rast, održavanje dugoročnih odnosa). |
| Pages: 29-37 | Strane: 29-37 |