PROSPECTS FOR AUTOMATED RELATIONSHIP MARKETING AND CUSTOMER RELATIONSHIP MANAGEMENT VIA THE INTERNET IN CROATIA

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.