Yearbook

More titles

• 

  APPLICATION OF MATHEMATICAL MODELLING IN CUSTOMER PORTFOLIO MANAGEMENT

  Customer relationship management is one of the main trends in the modern marketing management of business organizations. This is because customers and the value they can generate for the company are essential to the success of any company. The dynamic development of scientific studies and practical solutions in this direction determine the ... Customer relationship management is one of the main trends in the modern marketing management of business organizations. This is because customers and the value they can generate for the company are essential to the success of any company. The dynamic development of scientific studies and practical solutions in this direction determine the interest in seeking and designing tools for facilitating the analysis, evaluation, development and management the customer relationships. Opportunities for this are provided by the concept of "customer portfolio", which views customers and their relationships as assets capable of generating value. The main thesis of the study is that there are opportunities for application and design of economic and mathematical models for customer portfolio management, which can be used as adequate management tools for decision-making in relation to the optimal customer relationship management. Economic and mathematical modelling is considered to be an adequate methodological basis for optimizing customer portfolios. A critical retrospective overview of the existing customer portfolio management models and the economic and mathematical models used in them is presented. Prerequisites for using economic and mathematical models and critical factors for their success in managing customer portfolios are systematized.

• 

  METHODOLOGICAL ASPECTS OF FUNCTIONAL ANALYSIS IN THE STRUCTURE OF PUBLIC ADMINISTRATION

  Functional analysis is a tool for improving organizational functioning in the public sector. It is based on analysis in three directions: effectiveness, efficiency and relevance of work processes and functions. A new moment in its implementation is linking the work of the administration with the process of goal setting and implementation of ... Functional analysis is a tool for improving organizational functioning in the public sector. It is based on analysis in three directions: effectiveness, efficiency and relevance of work processes and functions. A new moment in its implementation is linking the work of the administration with the process of goal setting and implementation of policies led by state administration structures. This paper presents some specific concepts that need to be taken into account when performing functional analysis, as well as its relationship to the workflows in the administration, both organizational and customer-oriented. The basic prerequisites for performing quality functional analysis are outlined and a set of iterations of methodological nature for conducting such analysis in real working environment are proposed. The main contribution of this study is the iterative approach presented in four main stages for conducting functional analysis taking into account the specifics of public sector workflows. Reference is made to the follow-up functional analysis of the actions that need to be taken by the administrations in order to have a real effect on improving the performance of the public sector and reducing duplicate functions.

• 

  SOCIALLY RESPONSIBLE BRANDING IN THE CONTEXT OF THE CONCEPT OF CUSTOMER RELATIONSHIP MANAGEMENT

  “Socially responsible branding” is a relatively new category in contemporary marketing, formed as a result of the integration of the principles of branding with the Corporate Social Responsibility (CSR) ideology, seen as a strategy for achieving sustainable development. Research results show that with the advent of the "sophisticated" customer ... “Socially responsible branding” is a relatively new category in contemporary marketing, formed as a result of the integration of the principles of branding with the Corporate Social Responsibility (CSR) ideology, seen as a strategy for achieving sustainable development. Research results show that with the advent of the "sophisticated" customer segment and reconceptualization of marketing activities, “socially responsible branding” could play a key role in managing relationships with these customers and can be a factor in forming and maintaining their loyalty. This study aims to identify the role of “socially responsible branding” in the different stages of the customer relationship management process. For this purpose, the conceptual nature of the category "socially responsible branding" has been clarified by the proposed author's definition. The evolution in the transition from relationship marketing to customer relationship management has been systematized. On this basis, the role of the “socially responsible branding” in each phase of this process - creation, development, maintenance and, in certain circumstances, termination of the client-company relationship is commented.