MANAGING CUSTOMER RELATIONSHIP WITHIN FINANCIAL ORGANISATIONS

Hasan Hanic () and Ivana Domazet
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Hasan Hanic: Belgrade Banking Academy-Faculty for Banking, Insurance and Finance, Belgrade, Serbia
Ivana Domazet: Institute of Economic Sciences, Belgrade, Serbia

Polish Journal of Management Studies, 2011, vol. 4, issue 1, pages 1-238

Abstract: The paper points out the key market changes in the first decades of the twenty-first century and their implications on business philosophy, concepts, principles and techniques of relationship marketing from the point of making strategic marketing decisions within financial organizations. In this context points are made to the important role of information and communication technologies (ICT) in accomplishing executive and creative marketing activities, highlighting the analysis of the process of customer relationship management (CRM) in financial organizations and providing rational insight in CRM potential for improving business results, in order to identify useful tools in this complex area, and offer appropriate solutions, which confirms the benefits of its application in financial services.

Keywords: Marketing; CRM concept; Financial organization; Information and communication technologies; Value chain (search for similar items in EconPapers)
Date: 2011
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Persistent link: http://EconPapers.repec.org/RePEc:pcz:journl:v:4:y:2011:i:1:p:151-165

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