SIGNIFICANCE OF LONG-TERM RELATIONS WITH CUSTOMERS IN THE MODERN ENTERPRISE MARKETING

Marketing methodologies today are changing significantly. Because of the widespread use of computers and the Internet, former practice does not show good results anymore. On the other hand, application of new marketing methods enables much stronger impact on the market than before, as well as multiplied profit. There are numerous reasons why things are such. Also, there are multiple reasons for changing current practice. For example, advertising budget of some companies has doubled in the last 4 years, but the intensity of investments is lost at the beginning by the distrust of potential buyers. TV house revealed that only 1 of 8 viewers of television ads believes to promises of these ads. Such trend of declining confidence is seen in every media. As response to these trends, the current marketing practice provides companies a strong influence at the market. New marketing methods contribute to a significant increase of money when investing in attracting clients. One such method is the long-term management of relations with customers. In the modern approach, there is a shift is in the focus from traditional marketing tools and business orientation, to the orientation on consumers, value and service dimension with strong hold on a long-term relationship with consumers. Cycle of the marketing value of the product and consumers is reflected in the fact that product value decreases over time, and customer value grows over time. In the context of the above mentioned, very important are consumers lifecycle, consumers value over the long term, identification and winning over the consumers, expansion of the customer base and retaining of customers. All of these are supported by the modern digital technology. This approach is called the red thread of the modern marketing concept by number of theoreticians and this is the matter we want to elaborate in more detail in this paper.