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1、CUSTOMERRELATIONSHIPMANAGEMENTAs.univ.drd.MihaelaCorneliaPrejmereanLect.univ.dr.AlinaMihaelaDimaAcademyofEconomicStudies,BucharestAbstract:After17yearsofeconomicalandmarketdevelopment,Romaniancompaniesfaceanewchallenge:thetoughcompetitionfromtheEuropeanUnionandthebattleforthecustomers.TheRom
2、anianenterpriseswillhavetolearnnotonlyhowtoattractcustomers,butalsohowtokeepthem.Marketingprogramsincludenowaspectsregardingcustomerorientation,relationshipmanagement,loyaltyandquality.Inthispaper,wewillfollowthemainaspects,characteristics,dimensionsandprocessesofCustomerRelationshipManageme
3、nt,andwewillanalyzethechallengesthatthelocalcompanieswillhavetoface.ExamplesfromthefinancialservicesectorwillroundtheactualsituationoftheimplementationoftheCRMrulesandprinciplesinRomania.Keywords:marketinginformationsystem;customerrelationshipmanagement;businessasset,customeracquisition;cust
4、omerretention.1.IntroductionInthelastdecade,themajorityofthecompanieswerepreoccupiedwithproduction,recession,mergers,newtechnologiesandbusinessregulation.Romania’saccessionintheEuropeanUnionwillbringmanyadvantagesforfurtherdevelopment,togetherwithmembershipinaCommonMarketwithcommonpolicieson
5、productregulation,andfreedomofmovementforallthefourfactorsofproduction(goods,services,capitalandlabor).ThismeansthatRomaniancompanieswillcompetewithothercompaniesfromtheEUdirectlyintheirhomemarket.Europeancompaniesaremoreflexibleandmobileandwillputahighpressureonthelocalcompaniesinordertopro
6、ducebetterproducts,launchbetteroffersandservicesandorientatemoretowardstheircustomers.Highrevenueequalsimportantcustomerisaclassicrulewhenthecompanyorganisesitscustomerpolicy.“Animportantcustomerbringsagrossamountofmoneyforourenterprise”hasbecomeareflexformanycompaniesabroadandperhapsinRoman
7、ia,too.Butisthisalwaystrue,ordoweneedmoreinformationthanasimplefigurereportedattheendoftheyear?2.MarketinginformationsystemAwinningcompanyismoreproductiveinacquiringandretainingcustomers,toexpanditsclientele(Kotler,2003).Thiscompanyimprovesthevalue
