Browsing by Author "Honzák, Jiří"
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- ItemŘízení vztahu se zákazníky ve firmě Swarovski, divize CCB(Technická Univerzita v Liberci, 2010) Honzák, Jiří; Honzáková, IvetaCompany Swarovski is on a leading position on the jewellery components and finished jewellery market. Its position is protected by application of modern approaches to the company management, including customer relationship management. In the past few years the company model in Europe was restructuralized and customer relationship management strategy became the base of the new business model. In this diploma work is the strategy CRM under the close scope in the areas of software support, segment strategy and theory of customer value, which is a key part of customer relationship management strategy. In the pivot part is analyzed perceived value for the customer, with the use of marketing research. In each part, there are evaluations of the areas of customer relationship management strategy in company Swarovski and given recommendation for further application of CRM