Abstract
Customer Relationship Management (CRM) has been defined as a management approach that involves identifying, attracting, developing, and maintaining successful customer relationships over time in order to increase the retention of profitable customers. The CRM introduction into e-learning is a long and demanding process because students’ demands are increasing simultaneously with the growth of technological capability. The steps in the CRM implementation in the e-learning field are as follows: defining the CRM goal and strategies and adaptation and implementation. From the perspective of the student, the CRM strategy allows interaction with the educational institutions from a single entity that has a complete understanding of his or her unique status. From the perspective of the educational institutions, the CRM strategy provides a clear and complete picture of each individual and all the activities pertaining to the individual.
The authors are thankful to the Ministry of Education, Science and Technological Development, Republic of Serbia, for financial support through grant number 174031.
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© 2014 Marko Vulić, Aleksandra Labus, and Marijana Despotović-Zrakić
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Vulić, M., Labus, A., Despotović-Zrakić, M. (2014). Implementation of CRM Concept in e-Education. In: Jakšić, M.L., Rakočević, S.B., Martić, M. (eds) Innovative Management and Firm Performance. Palgrave Macmillan, London. https://doi.org/10.1057/9781137402226_18
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DOI: https://doi.org/10.1057/9781137402226_18
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