The main aim of this diploma thesis is to create an overview of analytic CRM systems which are offered in the Czech Republic with the emphasis on systems which can be used for marketing processes of the firms. The overview contains the reflection of new trends in CRM systems and marketing and the development to the future. In the last decade there is a huge development of CRM systems, which are generally known as sales force automation and less as an instrument for marketing management of the companies. Last but not least CRM is mistaken with information systems, even if the CRM concept is known for a lot of years and was developed from marketing, which is very often forgotten. The topic of this diploma thesis is originally view on CRM from marketing perspective and creation of compact view of analytic CRM systems, which are offered in the Czech Republic. Emphasis is put on using of these systems for marketing management and the target is disproving the myths, which are spoken about CRM as well CRM systems. Orientation of this document is mainly on analytic CRM systems, which has the most development in the last decades and can be used very well for marketing functions in companies. There is also a large development of marketing and CRM systems. The target is also making a summary of these trends and makes a hypothesis if CRM systems are developed according the future of marketing, if the CRM systems manage the reaction on this things.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:4884 |
| Date | January 2008 |
| Creators | Dudek, Martin |
| Contributors | Matuštík, Ondřej, Klaschková, Jana |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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