PROBLEMATIKA RELAČNÉHO MARKETINGU Z POHĽADU SÚČASNEJ MARKETINGOVEJ TEÓRIE A PRAXE

• Authors: Dudinská Elvíra , Novotná Ľuboslava

Title variants

EN

Complexity of CRM under current marketing theory and practice

• Languages of publication: SK

Abstracts

EN

Dynamically changing global social and economic climate influenced market to initiate a new marketing concept to promote and assure competitive ability for many enterprises in times of digital and information revolution. Today the concept of scientific managerial discipline is characterized and recognized as CRM (Customer Relationship Management)). This new concept represents a dynamic and integrated strategic system focused on a customer and on the improvement of customer relationship with the goal to create mutual values. Authors of this article intended to integrate up-to-date theoretical a practical knowledge into a new view and understanding of certain parts of this subject. Subsequently to promote introduction and development of marketing theory as the foundation of its successful application into business practices of most companies in Slovakia.

Keywords

EN

CUSTOMER; CUSTOMER RELATIONSHIP MANAGEMENT; MARKETING CONCEPT; TRANSACTIONAL MARKETING

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Institute of Slovak and World Economics and Institute for Forecasting, Slovak Academy of Sciences
• Journal: Ekonomický časopis (Journal of Economics)
• Year: 2005
• Volume: 53
• Issue: 8
• Pages: 794-807
• Document type: ARTICLE

Contributors

author

Dudinská Elvíra

author

Novotná Ľuboslava

• E. Dudinska, Ústav slovenskej a svetovej ekonomiky SAV, Sancová 56, 811 05 Bratislava 1, Slovak Republic

Identifiers

CEJSH db identifier

06SKAAAA00992292