SEGMENTÁCIA ZÁKAZNÍKOV A CUSTOMER RELATIONSHIP MANAGEMENT
CUSTOMER SEGMENTATION AND CUSTOMER RELATIONSHIP MANAGEMENT

Summary/Abstract: Nowadays companies try to find new possibilities of gaining a competitive advantage and being over their competitors. At the time when supply is higher than the demand is, it is necessary to implement progressive tools of customers' demands control. Dividing market into separate segments companies can win challenging positions in the market. The principles of customers' relationship management are based on actively working relations and building long-term prosperous business relationship. Information technologies play a key role in the customers' relationship management that is aided by software. The paper discusses the process of customers' segmentation in the context of the relationship management.

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