Rola systemów klasy CRM w zakresie kształtowania dynamicznego wzrostu wartości firmy sektora MSP
The role of CRM Systems to Shape Dynamic Increase in the Value of the Small and Medium-Sized Enterprises (SME)
Author(s): Marian KrupaSubject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: Analytical CRM; operational CRM; value management; enterprise life-cycle; relationship marketing; customer relationship management
Summary/Abstract: First of all, the firm’s value development depends on the ability to build solid relationships with customers. There are different management schools that directly address this paradigm. Today, to implement this marketing concept, it is necessary to take advantage of the CRM (<em>Customer Relationship Management</em>) systems, in spite of the size of the organization. The article presents opportunities and threats of CRM systems to projects implemented in Small and Medium Enterprise (<em>SME</em>).
Journal: Marketing i Zarządzanie
- Issue Year: 43/2016
- Issue No: 2
- Page Range: 91-103
- Page Count: 13
- Language: Polish
