Publication detail

Znalosti pro vytváření zvláštní hodnoty.

Authors: Lošťáková Hana

Year: 2007

Type of publication: článek ve sborníku

Name of source: Znalostní ekonomika: Trendy rozvoje vzdělávání, vědy a praxe

Publisher name: Univerzita Tomáše Bati ve Zlíně

Place: Zlín

Page from-to: 81

Titles:

Language	Name	Abstract	Keywords
cze	Znalosti pro vytváření zvláštní hodnoty.	This paper deals with strategic marketing analysis process as knowledge base for an unique customer value creation at applying of CRM strategy differentiated according to a customer value to a company. It defines a general analysis of market environment, a detail analysis of market microenvironment and analysis and evaluation of conditions at single target markets and at single customers. It shows that this way of strategic marketing analysis realization leads to discovery of latent customer needs and wants and increasing of delivered customer value.	tržní znalosti; zvláštní hodnota pro zákazníka; strategie CRM
eng	Knowledge for Unique Customer Value Creation.	This paper deals with strategic marketing analysis process as knowledge base for an unique customer value creation at applying of CRM strategy differentiated according to a customer value to a company. It defines a general analysis of market environment, a detail analysis of market microenvironment and analysis and evaluation of conditions at single target markets and at single customers. It shows that this way of strategic marketing analysis realization leads to discovery of latent customer needs and wants and increasing of delivered customer value.	market knowledge, unique customer value, CRM strategy

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