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2009, br. 21, str. 99-108
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Customer equity - novi pristup u razvoju marketinga i etički problemi vezani za primenu ovog pristupa
Customer equity: New approach in development of marketing and ethical challenges in implementing this approach
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica, Srbija
Ključne reči: etika u marketingu; customer equity; CLV; CRM
Sažetak
Krajem XX veka došlo je do razvoja novog pristupa u oblasti marketinga pod nazivom 'Customer equity'. Postoji nekoliko bitnih razloga zbog kojih je došlo do razvoja navedenog pristupa. Prvi od njih je što se od marketing menadžera očekuje veća odgovornost za odluke koje donose. Drugi je što je napredak tehnologije omogućio personalizaciju proizvoda, usluga komuniciranje sa klijentima, pa čak i cenu proizvoda. Poslednji, možda i ključni faktor je velika količina informacija koje kompanije, zahvaljujući pre svega CRM sistemima mogu da prikupe o ponašanju njihovih klijenata. Međutim, otvoreno je pitanje u kojoj meri je ovakvo ponašanje u skladu sa etičkim i moralnim normama. Naime mnogi od nas ne žele da kompanije znaju koje proizvode kupujemo, koliko često i u kojim količinama. Stoga se postavlja pitanje kako rešiti navedeni problem.
Abstract
At the end of XX century a new stream in the field of marketing was developed 'Customer equity'. There are several important reasons for shift toward this approach. First, marketing managers are under increasing pressure to be more responsible for their decisions. Second, emerging technologies have enabled companies to personalize products, services, marketing communications and even prices. And the last, but maybe the most important factor is great amount of information about their customers that companies are able to gather thanks to CRM systems. However, there is an open question regarding to which extent ethical and moral norms are fulfilled. Namely, many customers do not want to reveal to companies information regarding which products, how often and how much of them they purchase. Key question is how to resolve this problem.
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