THE ROLE OF DATABASE MARKETING IN THE OPERATIONALIZATION OF THE SERVICES RELATIONSHIP MARKETING
Luigi Dumitrescu and
Mircea Fuciu
Additional contact information
Luigi Dumitrescu: Lucian Blaga University of Sibiu
Management and Marketing Journal, 2010, vol. VIII, issue 1, 15-24
Abstract:
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 presents the concepts of relationship marketing, database marketing and geomarketing. We present the importance of implementing a marketing database in a service providing enterprise and its implications on one hand for the client and on the other hand for the enterprise. The paper point out the marketing database instruments and the advantages for the elements of the marketing mix. The implementation of a marketing database will aid the enterprise to better target and attract the client, to transform them into loyal consumers and in the same time it can help refresh the image of the enterprise.
Keywords: relationship marketing; one-to-one marketing; customer relationship management; database marketing (search for similar items in EconPapers)
JEL-codes: M15 M30 (search for similar items in EconPapers)
Date: 2010
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://www.mnmk.ro/documents/2010/2DumitrescuFFF.pdf (application/pdf)
Related works:
Journal Article: THE ROLE OF DATABASE MARKETING IN THE OPERATIONALIZATION OF THE SERVICES RELATIONSHIP MARKETING (2010) 
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:viii:y:2010:i:1:p:15-24
Access Statistics for this article
Management and Marketing Journal is currently edited by Tudor Nistorescu
More articles in Management and Marketing Journal from University of Craiova, Faculty of Economics and Business Administration Contact information at EDIRC.
Bibliographic data for series maintained by Catalin Barbu ().