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Hodnota zákazníka a CRM v procesu identifikace a získávání potenciálních zákazníků.
Authors: Simová Jozefína | Lošťáková Hana
Year: 2007
Type of publication: článek ve sborníku
Name of source: Globalizácia a jej sociálno-ekonomické důsledky 07
Publisher name: Žilinská univerzita
Place: Žilina
Page from-to: 518-523
Titles:
Language Name Abstract Keywords
cze Hodnota zákazníka a CRM v procesu identifikace a získávání potenciálních zákazníků. The paper discusses customer value and customer relationship management (CRM) in the proces of potential customer identification and aquisition. It presents the findings of the research focused on the companies operating in B2C market. The research has been conducted as a part of the project supported by the Grant Agency of the Czech Republic. The paper discusses findings related to potential customer value definition and its use in the process of diferentiated customer relationship management and potencial customer segmentation in conditions of manufacturing copmanies and companies operating in trade and service sectors. Potenciální zákazníci; hodnota zákazníka; diferencované řízení vztahů se zákazníky (CRM); spotřební trh; segmentace zákazníků
eng Customer Value and CRM in Process of Potential Customers´Identification and Acquisition. The paper discusses customer value and customer relationship management (CRM) in the proces of potential customer identification and aquisition. It presents the findings of the research focused on the companies operating in B2C market. The research has been conducted as a part of the project supported by the Grant Agency of the Czech Republic. The paper discusses findings related to potential customer value definition and its use in the process of diferentiated customer relationship management and potencial customer segmentation in conditions of manufacturing copmanies and companies operating in trade and service sectors. Potenial customers; customer value; differentiated CRM; consumer market; customer segmentation

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