THE MAIN PILLARS OF THE CRM
THE MAIN PILLARS OF THE CRM

Author(s): Kamila Tišlerová
Subject(s): Business Economy / Management, Socio-Economic Research
Published by: Masarykova univerzita nakladatelství
Keywords: CRM; pillars; customer; strategy; competitive advantage;
Summary/Abstract: This paper aims to analyse differential approaches to the Customer Relationship Management theory. The main pillars of the CRM concern the customers as the core value to the company. From establishing, developing, finishing and evaluation customer relations, with the help of technology, obtain, analyse and valuably use of the customer information and exchange at the aim of establishing a long-term relationship for profitability and competitive advantage.

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