THE LEVEL OF USING TECHNOLOGY IN CRM FOR MARKETING ACTIVITIES AND CUSTOMER COMMUNICATION IN EUROPEAN MARKET
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
Companies have a lot of possibilities how to communicate and manage relationship with customers. Companies use various tools (technology) in CRM for marketing activities and customer communication. The aim of this article is to present the using technology in CRM in marketing activities and customer communication in the V4 countries in 2010-2017 and to compare this development with other EU countries, especially with countries in long-term market economies. Data has been obtained from the statistical office of European Union. Comparison is also focused on transformed countries and countries with long-term market economies. Data from EU statistics show higher percentage level in the use of technology in CRM in long-term market economies whose competitive environment is being built continuously and over a longer period than in transformed economies.
Authors and Affiliations
Adéla Chromčáková, Halina Starzyczná
Keywords
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