MIEJSCE ZARZĄDZANIA RELACJAMI Z KLIENTAMI (CRM) W ZARZĄDZANIU DZIAŁALNOŚCIĄ MARKETINGOWĄ W PRZEDSIĘBIORSTWIE
PLACE OF THE CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN MARKETING MANAGEMENT ACTIVITIES IN THE ENTERPRISE
Author(s): Agnieszka BojanowskaSubject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: CRM; marketing activities; marketing; customer relationship management; affiliate marketing; relationship marketing;
Summary/Abstract: In the article was outlined the role of customer relationship management (CRM) in the marketing activities of companies. At the outset, she outlines the historical creation of the concept of relationship management from transactional marketing, the affiliate marketing until the present form of CRM. Then, the author determines how CRM affects marketing activities in the company and its problems. In this article are also shown examples of cooperation between the concept of CRM and marketing at various companies.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2015
- Issue No: 39/2
- Page Range: 249-260
- Page Count: 12
- Language: Polish
