CRM u poslovanju

undergraduate thesis

• Title (english): CRM in business
• Author: Zvonimir Milković
• Mentor: Ivan Strugar (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Accounting); Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Upravljanje odnosom s klijentima predstavlja poslovnu filozofiju i kulturu koja stavlja klijenta na prvo mjesto. Nije cilj samo zadovoljiti klijente, već ih i oduševiti. Prikupljanjem podataka mogu se saznati želje, navike i preferencije klijenata te im tako ponuditi personaliziranu ponudu. Zadovoljni i vjerni klijenti predstavljaju poduzeću veliku važnost. Razvoj informacijske tehnologije i evolucija marketinga utjecale su na stvaranje i oblikovanje CRM-a. Za uspješnu implementaciju CRM sustava, neophodno je imati dobro razrađenu poslovnu strategiju. Smatra se je CRM u današnje vrijeme nezaobilazan alat koji poduzeću donosi brojne pogodnosti. Pored toga, neprofesionalnim i neprimjerenim provođenjem informacijske tehnologije ili djelovanjem trećih strana, javljaju se problemi privatnosti koji mogu ugroziti ljudska prava.

Abstract (english)

Customer relationship management represents the business philosophy and culture that puts the customer first. The goal is not only to satisfy the customers, but also to enthuse them. By collecting data, one can find out the wishes, habits and preferences of clients and thus offer them a personalized offer. Satisfied and loyal customers are of great importance to the company. The development of information technology and the evolution of marketing have influenced the creation and design of CRM. For successful implementation of CRM systems, it is necessary to have a well-developed business strategy. Nowadays, CRM is considered to be an unavoidable tool that brings numerous benefits to the company. In addition, through unprofessional and inappropriate implementation of information technology or by third party activities, privacy issues may threaten human rights.

• Keywords: upravljanje odnosom s klijentima; CRM; informacijska tehnologija; privatnost
• Keywords (english): customer relationship management; CRM; information technology; privacy
• Language: croatian
• URN:NBN: urn:nbn:hr:148:183272
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Accounting and Finances; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-09-23 11:27:29