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Journal of Information and Organizational Sciences, Vol. 26 No. 1-2, 2002.

Preliminary communication

PROSPECTS FOR AUTOMATED RELATIONSHIP MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT VIA THE INTERNET IN CROATIA

Goran Bubaš ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Vesna Dušak ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Violeta Vidaček Hainš ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Jasminka Dobša orcid id orcid.org/0000-0002-1684-1010 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia

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Abstract

The Internet provides the means for diverse types of automated relationship marketing (RM) and customer relationship management (CRM) activities. In this paper, various RM activities and the potential for CRM via the Internet are discussed and analyzed in relation to recent research of the Web sites of small and medium-sized enterprises in Croatia. Finally, an outline is given of Internet-related RM activities that do not require large investment and that can be included in the e-marketing strategy of Croatian firms.

Keywords

relationship marketing (RM); customer relationship management (CRM); Internet; small and medium-sized enterprise (SME)

Hrčak ID:

78427

URI

https://hrcak.srce.hr/78427

Publication date:

13.12.2002.

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