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Customer Relationship Management
 Kovshevnaya, Valentina ; Štěrbová, Ludmila (advisor) ; Lhotáková, Markéta (referee)
This diploma thesis deals with Customer Relationship Management (CRM). The main purpose of the diploma thesis is to explore CRM theoretically, which means to explain its fundamentals, principals and goals, identify CRM processes and investigate their flow in each of the phases of CRM, to explain CRM technology and show that the implementation of CRM in organization is demanding on human resourses. The purpose is achieved by systematisation of the theoretical knowledge about CRM using a method of studying of specialized literature. The theoretical knowledge is consequently applied to investigate and evaluate CRM in Allstar Group s.r.o. company. Nowadays the effective usage of CRM system is becoming a key to get a competititve advantage for the organization. This diploma thesis contains introduction, five chapters of the main body, conclusion, list of used literature and sources and appendices.
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