DEFINING A SELECTION PROCEDURE OF CRM SYSTEMS FOR THE INFORMATION-ANALYTICAL SUPPORT TO THE MARKETING ACTIVITIES AT AN ENTERPRISE
Raiko D. Shypulina Y. Potrashkova L. Illiashenko N. Bozhkova V. Konokhova Z. Miroshnуk M. Nagy S. Illiashenko S. Abdunurova A.
2024Technology Center
Eastern-European Journal of Enterprise Technologies
2024#1Issue 13(127)41 - 58 pp.
The object of this study is digital marketing at an enterprise. The investigated problem is the lack of a sufficient level of systematic consideration of the task to use information communication systems and technologies in the marketing activities of enterprises. Availability of such a system would increase the company’s potential in creating mutual value for the seller and the client when implementing relationship marketing technologies. It is shown that the information and analytical support of the enterprise’s marketing activity can be presented as a tool of the enterprise’s activity, functioning as an element of the enterprise’s management system. Among the general criteria for choosing a CRM system, it is proposed to consider convenience and ease of use, flexibility of system settings for special business needs, price, simplicity. Such consideration of CRM systems and their capabilities provide economic effects that affect the profitability of the enterprise and prevent the impact of negative factors on the development of the company. The proposed procedure for choosing an adequate CRM system was verified on the example of a dental clinic, which made it possible to draw a conclusion about the feasibility of implementing a CRM system in the business under study. It is based on received estimates of short-term and long-term economic effects of the system’s application. Calculated data are provided for support, which showed that the productivity of the administrator’s work increased by 73.3 %, and the average duration of patient care by the doctor, taking into account the time of registration, decreased by 25 %. This is due to the fact that the system makes it possible to perform a quick search on the general electronic database, and the time saved at this stage can be spent on performing additional work
CRM system , digital marketing , information and analytical support of relationship marketing , Internet marketing
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Head of Department, Department of Marketing, Ukraine
Department of Marketing, Ukraine
Economic Sciences Department of Computer Systems and Technologies Simon Kuznets Kharkiv National University of Economics, Nauky ave., 9-A, Kharkiv, 61166, Ukraine
Department of Business Economics, Administration Sumy State Pedagogical University, named after A. S. Makarenko Romenska str., 87, Sumy, 40002, Ukraine
Department of Marketing, Ukraine
Department Department of Marketing Communication, Strategy University of Miskolc, Egyetem ut, 1, Miskolc, 3515, Hungary
University of Economics and Humanities, Sikorskiego str., 4, Bielsko-Biala, 43-300, Poland
Economic Sciences, Department of Business Economics, International Economic Relations, National Technical University «Kharkіv Polytechnic Institute, Kyrpychova str., 2, Kharkiv, 61002, Ukraine
Dean Faculty of Economics and Entrepreneurship Kazakh-German University, Nazarbayev ave., 173, Almaty, 050010, Kazakhstan
Head of Department
Department of Marketing
Economic Sciences Department of Computer Systems and Technologies Simon Kuznets Kharkiv National University of Economics
Department of Business Economics
Department of Marketing
Department Department of Marketing Communication
University of Economics and Humanities
Economic Sciences
Dean Faculty of Economics and Entrepreneurship Kazakh-German University
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