Why Should SME Adopt IT Enabled CRM Strategy?

Informatica Economică, Vol. 1, No. 41, 2007

4 Pages Posted: 23 May 2008

See all articles by Miruna Marinescu Mazurencu

Miruna Marinescu Mazurencu

Academy of Economic Studies, Bucharest

Constanta Mihaescu

Academy of Economic Studies, Bucharest

Gabriela Ileana Niculescu-Aron

Academy of Economic Studies, Bucharest

Abstract

Recent trends of fast adoption of CRM, whether as a philosophy, a strategy, an aid to the general marketing effort and mix, or merely as a fashion; as every body else is doing it; is driven by a clear acknowledgement and recognition that long-term relationships with customers are one of the most important assets of an organisation and that information-enabled systems must be developed that will give the organisation some form of ownership, that is: "customer ownership".

Keywords: CRM, SME, IT, e-tools, strategy

JEL Classification: R11

Suggested Citation

Mazurencu, Miruna Marinescu and Mihaescu, Constanta and Niculescu-Aron, Gabriela Ileana, Why Should SME Adopt IT Enabled CRM Strategy?. Informatica Economică, Vol. 1, No. 41, 2007, Available at SSRN: https://ssrn.com/abstract=1132111

Miruna Marinescu Mazurencu (Contact Author)

Academy of Economic Studies, Bucharest ( email )

6, Romana Square, District 1
Bucharest, 010374
Romania

Constanta Mihaescu

Academy of Economic Studies, Bucharest ( email )

6, Romana Square, District 1
Bucharest, 010374
Romania

Gabriela Ileana Niculescu-Aron

Academy of Economic Studies, Bucharest ( email )

6, Romana Square, District 1
Bucharest, 010374
Romania

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