UNIVERSITATEA BABE-BOLYAI CLUJ-NAPOCA FACULTATEA DE TIINE ECONOMICE I GESTIUNEA AFACERILOR DEPARTAMENTUL DE MARKETING DISCIPLINA: MARKETING RELAIONAL Specializarea de masterat:

Strategii i politici de marketing anul II PROGRAM ANALITIC an universitar 2011-2012 1. Conceptul de marketing relaional 1.1. Definirea conceptelor marketingului relaional, gestiunea relaiilor cu clienii, i a relaiilor de tip 1 la 1. 1.2. Trsturile relaiilor, reelelor i interaciunii 1.3. Marketing relaional versus marketing tranzacional 1.4. Principiile marketingului relaional 2. Tipuri de relaii din cadrul pieei 2.1. Relaii clasice din cadrul pieei 2.2. Relaii speciale din cadrul pieei 2.3. Mega relaii 2.4. Nano relaii 3. Crearea de valoare 3.1. Crearea de valoare pentru clieni 3.2. Crearea de valoare pentru organizaie 4. Tehnologia informaiei pentru gestiunea relaiei cu clienii 4.1. Arhitectura sistemelor CRM 4.2. Sisteme front office 4.3. Sisteme back office 5. Opiuni strategice in marketingul relaional 5.1. Particularitile strategiei de marketing relaional 5.2. Marketing 1 la 1 5.3. Marketing prin permisiune 5.4. Marketing personalizat 6. Procesul msurrii performanei CRM 6.1. Determinarea valorii clienilor, acionarilor i angajailor 6.2. Instrumentele de msur a performanei 6.3. Sistemul de monitorizare a performanei CRM 7. Marketingul relaional n domenii specifice 7.1. Turism i zboruri aeriene 7.2. Comer cu amnuntul, furnizarea utilittilor i telecomunicaii 7.3. Vnzarea automobilelor i a bunurilor de folosin ndelungat

Bibliografie: 1. Buttle F., Customer Relationship Management, Butterworth Heinemann, Oxford, 2004. 2. Carter T., Customer Advisory Boards: A strategic Tool for Customer Relationship Building, The Haworth Press Inc., New York, 2003. 3. Christopher M., Payne A., Ballantyne D., Relationship Marketing: Creating Stakeholder Value, Butterworth Heinemann, Oxford, 2002 4. de Azevedo A., Pomeranz R. Customer Obssesion: How to Aquire, Retain and Grow Customers in New Age of Relationship Marketing, McGraw Hill, New York, 2008 5. Foss B., Stone M., Succesfull Customer Relationship Marketing, Kogan Page, London, 2001 6. Garber P.R., 101 Ways to Build Better Relationships with Your Customers, HRD Press Inc., Massachusetts, 2007. 7. Gummerson E., Total Relationship Marketing, Butterworth Heinemann, Oxford, 2002. 8. Halinen A., Relaionship Marketing in Professional Services, Routledge, London, 2001 9. Payne A., Handbook of CRM: Achieving Excellence in Customer Management, Butterworth Heinemann, Oxford, 2005. 10. Payne A., Cristopher M, Clark M., Peck H., Relationship Marketing for Competitive Advantage: Winning and Keeping Customers, Butterworth Heinemann, Oxford, 1999. 11. Schumann J.H., The Impact of Culture on Relationship Marketing in International Services, Gabler, Wiesbaden, 2009. 12. Varey R.J., Relationship Marketing: Dialogue and Networks in The E-commerce Era, John Willey & Sond Ltd., West Sussex, 2002. 13. Wong Y.H., Leung T.K.P., Guanxi: Relationship Marketing in a Chinese Context, The Haworth Press Inc., New York, 2001.

ef de departament, Prof.univ.dr. Ioan PLIA

Responsabil disciplin, Lect.univ.dr. Mihai BCIL