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2012, vol. 58, iss. 2, pp. 237-244
Establishing CRM in small enterprises
University of Novi Sad, Faculty of Economy, Subotica
Keywords: CRM; small enterprise; eCRM; competitive advantage; CRM strategy
CRM business strategy can help small enterprises overcome their competitors and provide additional value to their customers. Unlike big companies, little attention is devoted to addressing the CRM-related problem of small enterprises. CRM is a enterprise strategy that can be applied within the company regardless of the size of the company or the amount of goods or services sold; large and small enterprises assess the quality of customer service, customer loyalty, which are less sensitive to price changes and recognize that attracting new customers is expensive. This paper explores the advantages and disadvantages in managing relationships with customers within the small enterprise unit.
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article language: Serbian
document type: Professional Paper
published in SCIndeks: 22/03/2013