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CUSTOMER RELATIONSHIP MANAGEMENT - THEORY AND PRINCIPLES

This article aims to explore the theoretical knowledge of customer relationship management (CRM) and its operating principle, so it allows finding issues that need to be addressed in the following primary research. That is why this article examines the development of CRM definitions, from their very beginning in the 90’s of the 20 th century to the present. On this development, the authors describe the change in the approach to CRM. Furthermore, the article describes the application architecture of CRM, i.e. analytical, operational and collaborative CRM, and provides an example of their practical operation. Authors also mention advantages and disadvantages that are coupled with CRM. The last part of this article is devoted to reflection on the situation of small and medium enterprises, whether they even have the opportunity to implement CRM. In conclusion the authors summarize the key points arising from the theory, which should be included in a questionnaire. Introduction Marketing is a very dynamic discipline that constantly reacts to impulses of social-economic shifts and to needs of various entrepreneurial subjects. Successful can be only those companies that actively apply marketing approach to the market. Clearly stated marketing philosophy, thorough knowledge of the market, organization subject to a marketing strategy and sufficient timing advance in decision making are absolutely necessary for a company to operate in the EU market environment. Different companies though have different prerequisites, conditions and possibilities to utilize this approach fully and effectively. One of the limiting factors is the size of a company. Important parts of economical infrastructure of developed countries are small and medium sized enterprises that have fundamental influence on their entrepreneurial environment.