RELATIONSHIP MARKETING IN DIGITAL ECONOMY

Bojan Đorđević

Economic Annals, 2007, vol. 52, issue 173, 133-158

Abstract: Relationship marketing in digital economy represents a new phase of marketing development in the XXI century. Key features lie in the development of closer relationship and cooperation between companies and their Internet consumers and partners. It was the problem of nonestablished e-relationships that was the main reason for failure of those companies that first started their new, digital environment business. Challenge for companies in the future will be introducing the CRM concept, with the main goal of bringing the high statisfaction and loyalty to their consumers in the e-market.

Keywords: Relationship marketing; digital economy; loyalty; consumers (search for similar items in EconPapers)
JEL-codes: L81 L86 M13 M31 (search for similar items in EconPapers)
Date: 2007
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