CUSTOMER RELATIONSHIP MARKETING AS AN E - MARKETING STRATEGIC IMPERATIVE FOR THE COMPANIES

Karolina Ilieska () and Alavantija Marina ()
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Karolina Ilieska: Faculty of Economics Prilep, Gjorce Petrov bb 7500 Prilep, Republic of Macedonia
Alavantija Marina: Faculty of Economics Prilep, Gjorce Petrov bb 7500 Prilep, Republic of Macedonia

Entrepreneurship, 2016, vol. 4, issue 1, 100-115

Abstract: Nowadays, in the e-business environment, companies are shifting their business strategies from product-oriented to customer-oriented. As a strategy to optimize lifetime-value of customers, customer relationship marketing - CRM can help companies to succeed in the world of e-business. Not only large, multi-national companies, but also SMEs are increasingly seeking to implement CRM in order to find a competitive advantage on which to base their business’ prospects for longevity. The most significant opportunity SMEs get from the e-marketing is to outperform large competitors regardless of relatively smaller capacity of human and financial resource.The e-marketing and technological innovations are providing SMEs with new opportunities to develop customer’s loyality as a factor for their competitiveness. The paper will identifies the influence of the e-marketing strategies on the different types of customer’s loyalty. The primary objective of this paper is examining the effects of the strategies of e-marketing on the: preference loyalty; complaining behavior and price tolerance.

Keywords: e - marketing; strategy; CRM (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:neo:epjour:v:4:y:2016:i:1:p:100-115

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