WYKORZYSTANIE SYSTEMÓW CRM W MARKETINGU MIAST – STAN I PERSPEKTYWY
THE USE OF CRM SYSTEMS IN THE CITY MARKETING – THE STATE AND PERSPECTIVES

Summary/Abstract: The globalization, with all its consequences and growing importance of information and communication technologies (ICT) have transformed the way of city management. New concepts in the framework of territorial marketing and the ability to use CRM information systems to build proper relations of municipal offices with all stakeholders are essential today. The paper presents the possibilities of using the principles of relationship marketing in the development of contemporary cities. The specificity of CRM systems dedicated to municipal offices was identified and the state of and prospects for the implementation of such systems in Polish environment was presented. Under the objective the author has used literature, as well as examples of a case study, which are the result of the desc research analysis of domestic and international experience. There are also presented the information gathered in-depth direct interview with an employee of the Municipal Office in Wrocław carried out by the author.

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