THE CUSTOMER RELATIONSHIPS MANAGEMENT - A NECESSITY FOR THE SMALL AND MEDIUM ENTERPRISES

Iuliana Ciochina, Carmen Iordache and Nicolae Razvan Decuseara

Revista Economica, 2012, vol. Supplement, issue 3, 93-100

Abstract: Nowadays it is said that marketingismanagingprofitable customerrelationships. In aworld whereproduct lifecyclesare shortening day by day, products beingreplaced faster with others, the marketingparadigmmust changetoo.When the replacement of the products issucceedingat this rate,it was obviousthat theunitvalueremainsthe relationship with the clients.Not incidentallyPhilipKotlersaidthatmodern marketingshould focusonrelationshipsand nottransactions. Therefore, companies must constantly evaluatethe degreeof satisfaction ofcustomersand respondpromptly toanysignsof dissatisfactionfrom them. Firmsshould not forgetthat the sensitive core of their businessis the client, and ifhisinterestsareneglected, businesscan not last.

Date: 2012
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