Aspekty implementace CRM na trhu vydavatelů tisku

Abstract

The content of the masters work covers the view on problems of realization customer relationship management strategy on the publishers market. Its main aim is identification components and tools customer relationship management, describing theirs connection and relationships in the process of implementation, and definition of the CRM project procedure. The work is divided into five chapters. The first chapter is about the theoretical bases of customer relationship management. It concerns fundamental theses of strategy creation, its components and tools. The second chapter characterizes the publishers market, its specification and differences. It describes the market segmentation and the competition. In the third chapter is described a methodology of the research – its preparatory and realization phase. . The fourth chapter comprises analysis of the outcomes of secondary and primary research. And finally, the last chapter provides recommendations and suggestions into practice.