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.
| Item Type: | Book Section |
|---|---|
| Additional Information: | COBISS.SR-ID: 512186466 |
| Uncontrolled Keywords: | Internal capacity, crisis marketing, segmentation and positioning, CRM concept. |
| Research Department: | Digital Economics |
| Depositing User: | Users 5 not found. |
| Date Deposited: | 06 Aug 2015 12:23 |
| Last Modified: | 11 Jun 2020 07:19 |
| URI: | http://35.240.28.64/id/eprint/181 |
| Author Links: |
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