EVALUATION OF CUSTOMER RELATIONSHIP MANAGEMENT FORMATION IN THE RETAIL TRADE ENTERPRISES IN THE BALTIC COUNTRIES

During the retail process different relations form between enterprise and customer, but both parties can have their specific interests. The enterprise, above all, is interested in increase of turnover and profit, whereas customer can have several interests - to obtain the necessary product in the necessary amount in the convenient place, to receive the needed information, the right attitude and stimuli to purchase. The success is ensured by the identification and analysis of the target market. Formation and maintenance of marketing databases by the retail trade enterprise allow organizing marketing activities and communication with customers more efficiently, that, in its turn creates the competitive advantage. Market globalization more and more affects retail trade enterprises; it makes them look for solutions for ensuring competitiveness and development. To identify factors of competitiveness the authors set the goal to research the use of marketing database information in planning communication and marketing activities in the retail trade sector in the Baltic countries. The authors conclude that knowing the essence of the marketing database use, the enterprise can manage this process and this can be one of the instruments to ensure competitiveness.