Strengthening Economic Subjects' Internal Capacities: marketing management and CRM

Domazet, Ivana and Hanić, Hasan (2012) Strengthening Economic Subjects' Internal Capacities: marketing management and CRM. In: Managing structural changes : trends and requirements. Coimbra : Faculty of Economics, Coimbra, pp. 44-60. ISBN 978-972-9344-06-0

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Abstract

Radical changes in business environment, especially those that are generated by global economic/financial crisis, highlight the importance of applying modern marketing management concepts. The concept of crisis management concept provides rational analytical framework for performing necessary structural changes as a response to the environment challenges. Achieving a sustainable competitive advantage and high level of satisfaction of increasingly demanding customers with the decreasing effective demand market conditions, implies complex corporate restructuring, based on market reorganizing and strengthening the internal capacity of the company. This can provide a new strategic leverage through innovations in business portfolio and implementation of internal and strategic marketing activities. With the help of CRM system, that provides relevant information basis, strengthening internal capacity can secure company’s growth and development.

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