期刊名称：Journal of Information and Organizational Sciences
印刷版ISSN：1846-3312
电子版ISSN：1846-9418
出版年度：2002
卷号：26
期号：1-2
页码：1-11
出版社：Faculty of Organization and Informatics University of Zagreb
摘要：The Internet provides the means for diverse types of automated relationship marketing (RM) and customer relationship management (CRM) activities. In this paper, various RM activities and the potential for CRM via the Internet are discussed and analyzed in relation to recent research of the Web sites of small and medium-sized enterprises in Croatia. Finally, an outline is given of Internet-related RM activities that do not require large investment and that can be included in the e-marketing strategy of Croatian firms.
关键词：relationship marketing (RM); customer relationship management (CRM); Internet; small and medium-sized enterprise (SME)
