Creating Competitive Advantage by Using Data Mining Technique as an Innovative Method for Decision Making Process in Business

Orientarea organizatiilor spre marketingul relational a adus in prim plan trei concepte a caror importanta a crescut semnificativ in ultimul deceniu: atragerea, retentia si recastigarea clientilor pierduti. In mod firesc, se prefigureaza intrebarea privind gradul de prioritate al atragerii si respectiv al mentinerii clientilor. Raspunsul corect nu trebuie sa contrapuna cele doua laturi ale aceluiasi proces de dezvoltare a valorii fluxurilor viitoare de profit generate de portofoliul de clienti al organizatiei. In esenta, fiecare organizatie trebuie sa realizeze simultan demersuri pentru atragerea si retentia clientilor, investind insa un volum diferit de resurse in fiecare dintre cele doua arii, in functie de stadiul de evolutie al organizatiei, produsului/marcii si pietei. Optiunile managerilor si specialistilor de marketing se pot indrepta spre strategii ofensive, de atragere a unor noi clienti, sau spre strategii defensive, de mentinere a clientilor actuali.

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