دور قاعدة بيانات الزبائن في اقتناص الفرص التسويقية بالمؤسسات الصغيرة والمتوسطة دراسة حالة بمؤسسة زوزو للقرانيطو - بسكرة

SMEs are the sectors that have great importance to the global economic level, because of its characteristics and features that made it play an important role in the solution and to overcome many of the economic and social problems. With the complexity of the ocean, especially from the marketing and heightened competition, the survival of the institution subject to its ability to avoid risks and to detect and exploit market opportunities faster than competitors. As the customer focus of the marketing process, the discovery of means to identify marketing opportunities for customer needs t visible and invisible and to meet those needs appropriately and in a timely manner, and faster than competitors, and for the institution to obtain all the information pertaining to the customer that would help decision-makers in needs determine the accuracy and thus provide a product that meets these needs, as well as the provision of promotional offers that entice the customer, in addition to the selection of appropriate promotional channels. Institution can ensure access to customer information through the maintenance of the various statements within a database of customers with the renovation of the permanent, as this institution could be the discovery of the marketing opportunities and to identify the appropriate strategy to exploit as well as it enables the Foundation to build a permanent leech with customers