文章基本信息

标题：MANAGING CUSTOMER RELATIONSHIP WITHIN FINANCIAL ORGANISATIONS
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作者：Hasan Hanic, Ivana Domazet
期刊名称：Polish Journal of Management Studies
印刷版ISSN：2081-7452
出版年度：2011
期号：2204
页码：15
出版社：Faculty of Management, Czestochowa University of Technology
摘要：The paper points out the key market changes in the first decades of the twenty-first century and their implications on business philosophy, concepts, principles and techniques of relationship marketing from the point of making strategic marketing decisions within financial organizations. In this context points are made to the important role of information and communication technologies (ICT) in accomplishing executive and creative marketing activities, highlighting the analysis of the process of customer relationship management (CRM) in financial organizations and providing rational insight in CRM potential for improving business results, in order to identify useful tools in this complex area, and offer appropriate solutions, which confirms the benefits of its application in financial services