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1、CUSTOMERRELATIONSHIPMANAGEMENTAs.univ.drd.MihaelaCorneliaPrejmereanLect.univ.dr.AlinaMihaelaDimaAcademyofEconomicStudies,BucharestAbstract:After17yearsofeconomicalandmarketdevelopment,Romaniancompaniesfaceanewchallenge:thetoughcompetitionfromtheEuropeanUnionand
2、thebattleforthecustomers.TheRomanianenterpriseswillhavetolearnnotonlyhowtoattractcustomers,butalsohowtokeepthem.Marketingprogramsincludenowaspectsregardingcustomerorientation,relationshipmanagement,loyaltyandquality.Inthispaper,wewillfollowthemainaspects,charac
3、teristics,dimensionsandprocessesofCustomerRelationshipManagement,andwewillanalyzethechallengesthatthelocalcompanieswillhavetoface.ExamplesfromthefinancialservicesectorwillroundtheactualsituationoftheimplementationoftheCRMrulesandprinciplesinRomania.Keywords:mar
4、ketinginformationsystem;customerrelationshipmanagement;businessasset,customeracquisition;customerretention.1.IntroductionInthelastdecade,themajorityofthecompanieswerepreoccupiedwithproduction,recession,mergers,newtechnologiesandbusinessregulation.Romania’sacces
5、sionintheEuropeanUnionwillbringmanyadvantagesforfurtherdevelopment,togetherwithmembershipinaCommonMarketwithcommonpoliciesonproductregulation,andfreedomofmovementforallthefourfactorsofproduction(goods,services,capitalandlabor).ThismeansthatRomaniancompanieswill
6、competewithothercompaniesfromtheEUdirectlyintheirhomemarket.Europeancompaniesaremoreflexibleandmobileandwillputahighpressureonthelocalcompaniesinordertoproducebetterproducts,launchbetteroffersandservicesandorientatemoretowardstheircustomers.Highrevenueequalsimp
7、ortantcustomerisaclassicrulewhenthecompanyorganisesitscustomerpolicy.“Animportantcustomerbringsagrossamountofmoneyforourenterprise”hasbecomeareflexformanycompaniesabroadandperhapsinRomania,too.Butisthisalwaystrue,ordoweneedmoreinformationthanasimplefigurereport
8、edattheendoftheyear?2.MarketinginformationsystemAwinningcompanyismoreproductiveinacquiringandretainingcustomers,toexpanditsclientele(Kotler,2003).Thiscompanyimprovesthevalue