CONCEPT OF CUSTOMER RELATIONSHIP MANAGEMENT IN BUSINESS

Presented paper aims at the Customer Relationship Management and its essential is finally to introduce the concept of the CRM instrumentarium. In the this paper we deal generally with the concept of Customer Relationship Management, with the pillars of this concept, with the principles of the CRM implementation and with the CRM contribution for the business. Paper deals whit the analyse of the present state and trend of Customer Relationship Management in business practise. On the base of the analyses' results there is defined the potential for the better effectiveness of Customer Relationship Management and there is introduced the concept of CRM instrumentarium.