Article metrics

  • citations in SCindeks: [2]
  • citations in CrossRef:0
  • citations in Google Scholar:[=>]
  • visits in previous 30 days:5
  • full-text downloads in 30 days:2
article: 3 from 3  
Back back to result list
Anali Ekonomskog fakulteta u Subotici
2018, iss. 40, pp. 33-48
article language: Serbian
document type: Scientific Paper
published on: 01/02/2019
doi: 10.5937/AnEkSub1840033M
Creative Commons License 4.0
Organization's profitable business conduct as the outcome of advancing competitiveness by the CRM concept
aVisoka škola akademskih studija 'Dositej', Beograd
bUniversity of Priština - Kosovska Mitrovica, Faculty of Economy
cUniversity 'Union - Nikola Tesla', Belgrade

e-mail:,, nik


In the contemporary business environment, the establishment of long-term sustainable customer relations represents one of the basic parameters of an organization's successful business conduct. As a response to growing and changing customer demands, there originates a strategy of customer relations management which integrates processes and technologies in such a way as to secure a reliable, understandable, and an integrated approach to customer base, with the purpose of building interactive relations with them which will bring about mutual benefit both to customers and to organizations. The progress in the field of information and communication technology has introduced change in the way of achieving competitiveness and organizations' profitable business conduct. By applying contemporary technologies, organizations are able to approach customers more closely, there is a reduction in business conduct expenses, value delivery time is reduced, customer support is improved, and all this helps to increase customer loyalty. Our organizations should seek a successful foundation of market development in a more precise creation of their own strategies of sustainable business conduct and in the successful implementation of systems and concepts that support competitiveness.



Aaker, D., Kumar, V., Day, S. (2008) Marketinško istraživanje. Beograd: Ekonomski fakultet
Auh, S., Merlo, O. (2012) The power of marketing within the firm: Its contribution to business performance and the effect of power asymmetry. Industrial Marketing Management, 41(5): 861-873
Bergeron, B. (2002) Essentials of CRM, A guide to customer relationship management. New York: Wiley
Buckingham, R. (2011) Customer Once, Client Forever. Washington: Kiplinger Books
Budhi, P., Govindaraju, R., Sofinti, T.D., Suryadi, K. (2009) Customer knowledge management in new product development. in: APIEMS, Proceedings of the scientific conference, Kitakyushu: APIEMS, 1268-1279
Buttle, F. (2009) Customer Relationship Management Concept and Technologies. Oxford: Elsevier Butterworth Heinemann
Carlile, P.R., Rebentisch, E.S. (2003) Into the Black Box: The Knowledge Transformation Cycle. Management Science, 49(9): 1180-1195
Chen, I.J., Popovich, K. (2003) Understanding customer relationship management (CRM). Business Process Management Journal, 9(5): 672-688
Christopher, G., i dr. (2014) The Agility Factor: Building Adaptable Organizations for Superior Performance. Jossey-Bass
Deshpande, R., Farley, J.U., Webster, Jr.F.E. (1993) Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis. Journal of Marketing, vol. 47, January, pp 23-37
Goldsmith, R.E., Reinecke, F.L., Clark, R.A. (2014) The etiology of the frugal consumer. Journal of Retailing and Consumer Services, 21(2): 175-184
Hindl, T. (2006) Menadžment pojmovnik - koncepti i ideje koje su oblikovale opšti menadžment. Novi Sad: Adizes
Holste, A., Rapp, R. (2016) Leadership as a Bottleneck Factor in CRM. Or: What Could be Learned from Alinghi. 13(7)
Kabiraj, S., Shanmugan, J. (2011) Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18(4-5): 285-299
Kotler, P., Keller, K. (2006) Marketing menadžment. Beograd: Data status
Kotler, P., Wong, V., Saunders, J., Armstrong, G. (2006) Osnove marketinga. Zagreb: Mate
Maričić, B., Đorđević, A. (2015) Kreiranje i isporučivanje vrednosti potrošačima. Beograd: Ekonomski fakultet
Miletić, S. (2009) Aspekti tržišne konkurentnosti preduzeća. Niš: Ekonomika
Miletić, V. (2016) Liderski koncept poslovanja - funkcija kreiranja organizacije visokih performansi. Beograd: Univerzitet 'Union - Nikola Tesla', doktorska disertacija
Miletić, V., Jovanović, Z.Ž., Jeremić, L. (2017) Progressive management system: Driving development and managing an organization towards success. Ekonomika, vol. 63, br. 3, str. 35-42
Miletić, V., Božilović, S. (2015) Analysis of possibilities for improving Serbian companies' business activity. Facta universitatis - series: Economics and Organization, vol. 12, br. 4, str. 259-268
Milović, B. (2012) Kompleksnost implementacije koncepta CRM. in: Infoteh Jahorina, 11
Mosurović-Ružičić, M.P., Kutlača, Đ.G. (2015) Organizaciona dimenzija ocene inovacionog kapaciteta preduzeća - faktori znanja. Poslovna ekonomija, vol. 9, br. 1, str. 245-262
Narver, J.C., Slater, S.F. (1990) The effect of a market orientation on business profitability. Journal of Marketing, vol. 54, str. 20-35
Olavarrieta, S., Friedmann, R. (2008) Market orientation, knowledge-related resources and firm performance. Journal of Business Research, 61(6): 623-630
Payne, A., Frow, P. (2013) Strategic Customer Management. Cambridge: Cambridge University Press
Prahalad, C.K., Ramaswamy, V. (2004) Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3): 5-14
Prasongsukarn, K. (2009) Customer relationship management from theory to practice: Implementation steps. AU-GSB e-Journal, 2(1)
Pride, W., Ferrel, O. (2014) Marketing. Mason: South-Western Cengage Learning
Stojković, D. (2008) Temeljna načela CRM poslovne strategije. Menadžment totalnim kvalitetom & izvrsnost, vol. 36, br. 1-2, str. 121-122
Vasiljev, S., Ilić, M.N. (2010) Upravljanje odnosima sa potrošačima (CRM) iz perspektive marketinga i informatičkih tehnologija. Banja Luka: Svarog
Webster, F.E. (1992) The Changing Role of Marketing in the Corporation. Journal of Marketing, 56(4): 1
Yeung, M., Ramasamy, B. (2008) Brand value and firm performance nexus: Further empirical evidence. Journal of Brand Management, 15(5): 322-335