Boban Melović

Modern Business Strategy Customer Relationship Management in the Area of Civil Engineering

Customer Relationship Management (CRM) is a modern business strategy which creates and maintain long term and profitable relations with the buyers. CRM serves for planning and maintaining processes of sales and strengthening competitiveness by registering all interactions of the company with its buyers and suppliers. This system collects and consolidates information from various sources within the company, and where it is possible, they collect information from the companys surroundings in order to offer unique image about each single client, in the real time. Aim of the paper is to show that CRM strategy can be successfully implemented in doing business in the area of civil engineering, so that good business results can be generated on that basis and strengthen competitive ability. Achieving close relations with customers represents main tools for obtaining competitive advantages, thus this paper will show the significance of setting up these relations with customers as well as ways how CRM can contribute to improving better operations on the long run.

Possibilities of Implementing Customer Relationship Management in the Function of Improving the Competitiveness of the Civil Engineering Sector

Modern business strategies and quality of business environment are conditions for increasing competitiveness of companies in the civil engineering sector. Basic idea of Customer Relationship Management (CRM) is to shift the focus from the product to the buyer and in that way to build quality, long term and profitable relations. Products and services must be adjusted to the demands and specifications of certain clients. CRM is not a technology but a business concept, business philosophy. Basic aim of CRM in the civil engineering sector is gaining and keeping customers with the biggest purchasing potential. The article show that the implementation of the CRM system is in the direct positive correlation with business results of the companies from the civil engineering sector. In order to make the CRM strategy successful, it is necessary to determine appropriate strategy of creating long term, sustainable and profitable relationships with buyers, then to adjust business processes of the company and if necessary to adapt the organizational structure to creating the environment which is totally focused on the buyer.

Quality as a Determinant of the Customer’s Satisfaction on the Mobile Communication Market

The telecommunication market is characterized by continuous growth in the last fifteen years, especially in the field of mobile telephony and internet communications. The aim of this paper is to examine the level of users’ satisfaction regarding the quality of services that is offered by mobile operators in the Montenegrin market of mobile communications, as well as to provide guidance to mobile operators in which direction should the improving of the quality of services go. The proposed process, research methodology and research results may be important for mobile operators, who operate not only on the Montenegrin market. Research has shown that users of mobile communications have clearly defined views regarding the quality of the service that is being provided. On the basis of the research, it can be concluded that if mobile operators understand market demands and requests, transform their knowledge into appropriate service as well as deliver the service with the least possible difference between the delivered and what was promised to customers, the positive effects of service quality management will be multiple.

Green (Ecological) Marketing in Terms of Sustainable Development and Building a Healthy Environment

The environmental (ecological) marketing is increasingly present issue at the global level while environmental changes have created a new segment of environmentally responsible consumers, known as green consumers. Previously said, led to the emergence of new forms of marketing, also known as green marketing, which means that the production processes, products, services, and all marketing activities are created and implemented in accordance with the impact that can have on building a healthy environment and society as a whole. In this paper, besides theoretical basis of understanding key terms related to the segment of green marketing and green consumer, we will present the results of primary data from our own research, which aims to determine the awareness and attitudes about green marketing, green consumers and products. The conclusion to which the authors come states that although there is a relatively large consumer awareness about the concept of green marketing, it is still a very small percentage of those who regularly buy these products, which is largely a consequence of higher prices that green products have over conventional (traditional) ones.