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CRM ve strategii mezinárodní firmy / CRM in the strategy of an international company

This diploma thesis is devoted to evaluation of the importance of CRM (Customer relationship management) in the strategy of a large international company. Specifically, it concentrates on the assessment of barriers as well as advantages which accompany the CRM implementation process into the existing corporate structures. The analytical section of this diploma thesis is patterned on various definitons of the term "CRM" and also deals with partial aspects of CRM and with its relationship to marketing and business processes within the company. The practical section explores the situation in the company Škoda Auto which recently started an international CRM impelementation.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:142178
Date January 2011
CreatorsBártová, Petra
ContributorsFilipová, Alena, Zeman, Jiří
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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