CRM in Rural Areas – Factors and Development Perspectives
Keywords:
CRM, agriculture, rural areasAbstract
Organizations that are currently operating in different markets use Customer Relationship Management – CRM or its tools to increase their value and/or success, almost all in their strategies. Thus, they provide competitive advantages, dynamic growth and sustainable development. In this paper, we are to find the answer to the research question, what has the emergence, dynamic development, and turning CRM into a standard strategy of a majority of organizations? On this stage, we are attempting to uncover opportunities and perspectives for CRM development in rural areas. In order to find the reasons for this phenomenon, first, we define the key concepts and then explore the changes in the environment in which organizations operate and, on the other hand, the rapid development of management and marketing theories. Finally, we finalize the study with concluding speculations focusing on the need for further research.
References
Костенаров, K. (2016) Съвременни форми на системи за управление на риска в предприемачеството. Съвременни управленски практики IX, БСУ Бургас.
Котлър, Ф. (2005). Десетте смъртни гряха на маркетинга – Симптоми и решения. Изд. Локус Пъблишинг, София.
Станимиров, Е. (2010). Управление на взаимоотношенията с клиентите. Изд. „Наука и икономика“, Икономически университет – Варна.
Станимиров, Е. (2014). Маркетингов релационен обмен „Граждани–структури на гражданското общество–общинска администрация “. Изд. „Наука и икономика“, ИУ-Варна.
Станимиров, Е. (2014). Процес на управление на взаимоотношенията с клиенти при предлагане на бизнес услуги. Изд.„Direct Services “, Варна.
Arens, T. (2004). Methodische Auswahl von CRMSoftware: ein Referenz-Vorgehensmodell zur methodengestützten Beurteilung und Auswahl von Customer Relationship Management Informationssystem (Vol. 46). Cuvillier Verlag.
Bickhoff et al. (2014). The Quintessence of Marketing. Quintessence Series. DOI 10.1007/978-3-642454448_5, # Springer-Verlag Berlin, Heidelberg.
Diller, H. (2006). Die Bedeutung des Beziehungsmarketing für den Unternehmenserfolg. In Grundlagen des CRM (pp. 97-120). Gabler.
Draganov, M., Dzhelil, A. (2019). Perspectives for implementation of services with article of artificial intelligence in public administration. In XVII International scientific conference “Management and engineering”, ISCME 2019, Sozopol, Bulgaria.
Draganov, M., Panicharova, M. (2018 B). Model of the development of infrastructure in smart cities. In XVI International scientific conference “Management and engineering”, ISCME 2018, Sozopol, Bulgaria.
Draganov, M., Panicharova, M., & Madzhirova, N. (2018, June). Marketing 5.0. Transactions of Artificial Intelligence Systems in The Digital Environment. In 2018 International Conference on High Technology for Sustainable Development (HiTech) (pp. 1-3). IEEE.
Eggert, A., & Ulaga, W. (2002). Customer perceived value: a substitute for satisfaction in business markets? Journal of Business & industrial marketing, 17(2/3), 107-118.
Gerecke, U. (2001). Customer Relationship Management – Strategische Ausrichtung des CRM unter IT-Gesichtspunkten. In: Controlling, Nr. 3/4, April/Mai 2001, pp. 235-241.
Gordon, I. (1998). Relationship Marketing. Toronto: John Wiley&Sons.
Gorsage, M., & Haas, R. (2003). CRM: Moving toward customer value management. Executive Agenda, VI, 1.
Götz, O., Hoyer, W. D., Krafft, M. & Reinartz, W. J. (2006). Der Einsatz von Customer Relationship Management zur Steuerung von Kundenzufriedenheit. In: Homburg, Ch. (Hrsg.): Kundenzufriedenheit: Konzepte – Methoden – Erfahrungen, 6. Auflage, Gabler, Wiesbaden, pp. 409-430.
Grabner-Kräuter, S.; Schwarz-Musch, A. (2004). CRM – Grundlagen und Erfolgsfaktoren. In: Hinterhuber, H. H.; Matzler, K. (Hrsg.): Kundenorientierte
Unternehmensführung: Kundenorientierung – Kundenzufriedenheit – Kundenbindung, Auflage, Gabler, Wiesbaden, pp. 195.
Greve, G. (2006). Erfolgsfaktoren von Customer-Relationship-Management-Implementierungen. Wiesbaden: Deutscher Universitäts-Verlag.
Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1999). Grundlagen des Marketing, 2., überarbeitete Aufl. München: Markt+ Technik.
Krasnov, A., Chargaziya, G., Griffith, R., & Draganov, M. (2019, March). Dynamic and static elements of a consumer’s digital portrait and methods of their studying. In IOP Conference Series: Materials Science and Engineering (Vol. 497, No. 1, p. 012123). IOP Publishing.
Link, J. (2001). Grundlagen und Perspektiven des Customer Relationship Management. In Customer Relationship Management (pp. 1-34). Springer, Berlin, Heidelberg.
Moormann, J. (2001). Bankvertrieb im digitalen Zeitalter. In: Moormann, J.; Roßbach, P. (Hrsg.): Customer-Relationship-Management in Banken, Bankakademie-Verlag, Frankfurt am
Pappers, D., Rogers. A. (1995). А New Marketing Paradigm: Share of Customer, Not Market Share. Managing Service Quality, Vol. 5, N 3.
Parvatiyar, A., & Sheth, J. N. (2001). Customer relationship management: Emerging practice, process, and discipline. Journal of Economic & Social Research, 3(2).
Payne, A., & Frow, P. (2005). A strategic framework for customer relationship management. Journal of marketing, 69(4), 167-176.
Reichheld, F. F., Sasser, W. E. (1998). Zero-Migration: Dienstleister im Sog der Qualitätsrevolution. In: Bruhn, M.; Homburg, Ch. (Hrsg.): Handbuch Kundenbindungsmanagement: Grundlagen - Konzepte - Erfahrungen, Gabler, Wiesbaden, pp. 135-150.
Reinartz, W., Krafft, M. & Hoyer, W. D. (2004).The CRM Process: Its Measurement and Impact on Performance. Journal of Marketing Research, No 3.
Schaller, C., Stotko, C. M., & Piller, F. T. (2006). Mit mass customization basiertem CRM zu loyalen Kundenbeziehungen. In Grundlagen des CRM (pp. 121-144). Gabler.
Schumacher, J. (2005). Outsourcing von CRMProzessen – Voraussetzungen, Chancen, innovative Einsatzmöglichkeiten im elektronischen B2B-Markt., DUV, Wiesbaden.
Stokburger, G., & Pufahl, M. (2002). Kosten senken mit CRM. Strategien, Methoden und Kennzahlen, Wiesbaden.
Wolf, E. E. (2002). Konzeption eines CRM-Anreizsystems: Konzeption eines Anreizsystems zur Unterstützung einer erfolgreichen Implementierung von Customer Relationship Management. Hampp.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Bulgarian Journal of Agricultural Economics and Management
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
