Use of CRM Applications on the European Market

Abstract

This article deals with customer relationship management. The first part is a theoretical explanation of the basic issues related to CRM and its importance in two basic levels, CRM as a strategic marketing concept and CRM technology as a software application. The second part deals with the use of CRM research developments in European countries, specifically focusing on the European Union member states, Visegrad and the Czech Republic. At work were used methods of analysis and synthesis of theoretical knowledge of literature, articles and other publications about relationship marketing and CRM and statistical methods for the examination of secondary sources.