Impact of CRM on marketing activities of the company

Article Sidebar


pdf (Język Polski)

Published:
Jun 28, 2013
Issue
No. 9(58) (2013)
Section
Articles
CitedBy/Share
Crossref
Scopus
Google Scholar
Europe PMC

Main Article Content

Agnieszka Bojanowska
Katedra Marketingu, Wydział Zarządzania, Politechnika Lubelska

DOI: https://doi.org/10.22630/PEFIM.2013.9.58.5
Keywords : CRM, customer relationship management, marketing, CRM tools, public relations, PR, chatbot, bot
Abstract
In this paper was shown a discussion about possibilities of CRM (customer relationship management) influence on marketing activities in business. Marketing roots of CRM were presented. An issue of superiority or inferiority between CRM and marketing was discussed. There were also pointed some elements of marketing mix (by Borden) where CRM can have the clearest influence. The author has focused on possibilities of impact obtaining by new CRM tools such as chabot. It was also shown how CRM can affect on PR activities in business.

Article Details

How to Cite
Bojanowska, A. (2013). Impact of CRM on marketing activities of the company . The Scientific Journal European Policies, Finance and Marketing, (9(58), 66–75. https://doi.org/10.22630/PEFIM.2013.9.58.5
References

Berry L.L.: Relationship marketing [w:] Payne A., Peck H., Clark M., Christopher M., Relationship Marketing for Competitive Advantage: Winning and Keeping Customers. Butterworth - Heinemann, Oxford 1997.

Blattberg R.C., Getz G., Thomas J. S.: Customer Equity: Building and Managing Relationships as Valued Assets. Harvard Business School Press, Boston, Massachusetts, 2001.

Bojanowska A.: Zarządzanie relacjami z klientami w bankach udzielających kredytów hipotecznych. Wydawnictwo Politechniki Lubelskiej, Lublin 2012.

Co banki robią na rzecz poprawy wizerunku?, Bank, nr 4/2009.

Goławski J.: Nowy marketing: dialog między marką i odbiorcą, Marketing w Praktyce, artykuł z dnia 23.03.2010 r., http://www.egospodarka.pl/51024,Nowy-marketing-dialog-miedzy-marka-iodbiorca,1,20,2.html, pobrano 11.02.2013 r.

Gregorczyk T.: Czy CRM to już nowa nauka?, MpK-T, nr 211, 3.04.2008, http://www.marketingnews.pl/theme.php?art=731, pobrano 14.06.2009 r.

Gronroos Ch.: A Service Quality Model and Its Marketing Implications, European Journal of Marketing, 18/1984. (Crossref)

Kotler Ph.: Marketing, Rebis, Poznań 2005.

Migut G.: Analiza danych i data mining w CRM, StatSoft Polska Sp. z o.o., http://www.statsoft.pl/czytelnia/marketing/crm.pdf, pobrano 19.02.2013 r.

Otto J.: Marketing relacji. Koncepcja i stosowanie. Wydawnictwo C.H. Beck, Warszawa 2001.

Szewczyk Ł.: W firmach kuleje komunikacja z klientem, Media2.pl, http://media2.pl/telekomunikacja/65111-W-firmach-kuleje-komunikacja-z-klientem.html, pobrano 12.02.2013 r.

Webopedia, http://www.webopedia.com/TERM/C/chat_bot.html, pobrano 11.02.2013 r.

Statistics

Downloads

Download data is not yet available.
Recommend Articles
Licence
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

All articles published in European Policies, Finance and Marketing are fully open access. In this way, the scientific research results contained in articles published in our journal are available to every reader free of charge - in accordance with the CC BY-NC license (https://creativecommons.org/licenses/by-nc/4.0/).

 

According to the CC BY-NC license you are free to:

  1. Share — copy and redistribute the material in any medium or format
  2. Adapt — remix, transform, and build upon the material

The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. NonCommercial — You may not use the material for commercial purposes .
  3. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Source: https://creativecommons.org/licenses/by-nc/4.0/deed.en

According to that, the authors retain the copyright and full publishing rights.