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Article

Маркетинговые исследования и CRM: возможности эффективного сосуществования в организации

Долженко Р. А., Ветрова Т. В., Манин А. В.

The article examines the nature and components of the customer relationship management (CRM). The preconditions of its occurrence and the typical CRM implementation aims and objectives are highlighted. The operational and analytical CRM component are delineated. The capabilities and limitations of marketing research and CRM as a source of information for making strategic management decisions are compared. The features of marketing research for solving typical CRM tasks are highlighted. It is shown that the key to the formation of high customer loyalty is the effective use of CRM. The possibilities of integration the marketing research and CRM functions in the company are studied. The key responsibilities and competencies required of employees of marketing departments in these conditions are highlighted.