COMPLEXITY OF CRM UNDER CURRENT MARKETING THEORY AND PRACTICE
Dynamically changing global social and economic climate influenced market to initiate a new marketing concept to promote and assure competitive ability for many enterprises in times of digital and information revolution. Today the concept of scientific managerial discipline is characterized and recognized as CRM (Customer Relationship Management)). This new concept represents a dynamic and integrated strategic system focused on a customer and on the improvement of customer relationship with the goal to create mutual values. Authors of this article intended to integrate up-to-date theoretical a practical knowledge into a new view and understanding of certain parts of this subject. Subsequently to promote introduction and development of marketing theory as the foundation of its successful application into business practices of most companies in Slovakia.
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