Publication detail

The Influence of Customer Relationship Management on Supply Chain Management

Authors: Pecinová Zuzana | Branská Lenka

Year: 2006

Type of publication: článek ve sborníku

Name of source: Proceedings of International Scientific Conference Customer Relationship Management ?06

Publisher name: Univerzita Pardubice

Place: Pardubice

Page from-to: 183-188

Titles:

Language	Name	Abstract	Keywords
cze	Vliv CRM na logistický integrovaný systém podniku	Příspěvek vymezuje podstatu správného fungování integrovaného logistického řetězce, jako stěžejního podpůrného nástroje diferencovaného CRM, možnosti jeho přizpůsobování a ekonomické dopady jednotlivých rozsahů změn.
eng	The Influence of Customer Relationship Management on Supply Chain Management	If companies intend to operate successfully in long terms on European and world markets, it is utterly necessary for them to implement CRM strategy. The implementation of CRM strategy based on customer value can become successful only if it affects all business processes not only marketing and selling ones. While the customization can affect any process the really significant changes can be shown in Supply Chain Management. The changes can be of different sizes from partial to complex. The extent of changes will evidently depend on the degree of customization. Any modification in supply chain management has an influence on its total performance. The performance can be measured by means of non-financial and financial indicators. In the article the fundamentals of right working integrated supply chain as a pillar of CRM are defined and the possibilities of adapting and economic aspects of changes are discussed.	CRM, Supply Chain Management

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