Využití marketingových metod pro analýzu hodnoty zákaznického portfolia

Abstract

Structure of the thesis consists of seven chapters. The first section is an introduction which describes the objective of the work. The theoretical part focuses on the explanation of concepts in the field of customer relationship management. In the next chapter I am describing the company in which I processed my work. Based on the objectives of the work I processed the analytical part in which I focused on the evaluation of the profitability of customers and then I created the proposals and recommendations, how should company evaluete its costumers. In conclusion, it can be concluded that in the company for which I processed my work should improve its attitude to his customers and should be more focus on the profitability of individual customers, also it should more use marketing tools.