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How to Assess Experience – The New Trend in Research Technique, Use in Nonprofit Sector of Entertainment and Educational Industries

Alena Šuldová, Petr Cimler

Customer relationship management (CRM) is an internal strategy and endeavor of a company that addresses the company’s relationship with its environment, customers and suppliers. Its purpose is to improve the company’s reactions to the requirements of external subjects, to ensure effective use of the gained information and to prevent the loss of this information.