Rozwiązania organizacyjne wspierające zarządzanie relacjami z klientami
Organizational solutions supporting customer relationship management

Summary/Abstract: Marketing orientation in managing the company implies adequate decision-making in the area of development of organizational solutions and structures of modern enterprises. Significant influence of skills of customer relationship management (CRM) on the performance of enterprises (especially on difficult markets or industries) creates greater incentives for companies to implement the concept of CRM, which can be regarded as the development of the marketing concept. The goal of the article is an attempt to identify some distinguishing features of organizational structures supporting customer relationship management orientation. The case of a large Polish trading company operating mainly in B2B markets is analyzed and same recommendations for it are formulated.

• Details
• Contents