Mass communication techniques and promotion mix which included advertising and sales promotion were favuored in previous decades. Recently direct marketing as a new tool with high development potential has become their competitor. Target markets and media became very fragmented and thus inhibit companies’ efforts to approach mass markets. Direct marketing is a tool which comprises precise targeting of customers by using a variety of different techniques like data bases, e-marketing, direct mail, telemarketing, mobile marketing, promotion with direct response and catalogues marketing. Internet technologies offer several innovative tools for adapting marketing mix to specific business problems. Improvement of the Internet created new business opportunities and potential competitive advantages, some of which are of lower costs and prices, a perfect customer service, a wider variety and a products’ customization. Along with computer technology, the Internet and database software developments, a most important company activity is becoming a two way communication between the companies and their customers. Customer relationship management (CRM) is a new concept which, as a result of changes made in management, strategic business planning and personalized customer services, develops fast. Developments of new information technologies have influence on business transactions to change from product push strategy to customer pull strategy, which will, as a result, change the position of the customer in the chain value. Customers, as most important company assets, are becoming sophisticated and increasingly demanding in their purchasing behaviour. In order to improve the company’s competitive position it is important to analyze several aspects of Customer Relationship Management: Customer Selection, Customer Acquisition, Customer Retention and Customer Growth.

mr Ivana Domazet, mr Jovan Zubović, dr Božo Drašković