Obednikovska, Snezana and Ilieska, Karolina (2016) PRECISION MARKETING AS FACTOR FOR ATTRACTING, RETAINING AND LEVERAGING PROFITABLE CUSTOMERS. Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series,, 2/2016. ISSN ISSN 2344 – 3685/ISSN-L 1844 - 7007
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Abstract
Abstract
The basic function of marketing is communication between company and consumers. Seen from the scope of the company,
customers can be divided as profitable and one with negative value. Profitable consumers are of particular interest for the
companies and all marketing activities are made to keep them and turn them into loyal customers. The release of customers
who have a negative value for the company is never a fun business for management. On the contrary, it even may look like
breaking the rules of social ethics that are pointed toward the relationship between the company and the consumers. The
economic value of the company tells us that replacement of the resources from consumers with negative value for the
company to the consumers that have positive value for the company is required.
In such case, there is a need for learning and improving the concept of marketing that is understood as a tool for
communication between company and market. Precision marketing is a concept that may help inpromotingthe collective
thinking and understanding of the criteria used for segmenting and targeting, with the bottom line better to serve customers
that will result in increasing the profit and profitability as a whole. The main purpose of precision marketing is to
understand customers as a core value for the marketing, especially because nowadays there are much more products that
customers on the market.
| Item Type: | Article |
|---|---|
| Subjects: | Scientific Fields (Frascati) > Social Sciences > Economics and Business |
| Divisions: | Faculty of Economics |
| Depositing User: | Mr Dimitar Risteski |
| Date Deposited: | 21 Jan 2020 12:08 |
| Last Modified: | 23 Jan 2020 18:22 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/2323 |
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