Návrh řízení vztahů se zákazníky v automobilovém průmyslu

The object of this thesis is the proposal of customer relationship management in the automotive industry. Specifically in segment of premium cars. The theoretical part deals with the definition of the term Customer Relationship Management, its main elements and particularly benefits. Forgotten aren't costs of its implementation and a brief look at the nearby future. The practical part is devoted to analysis of the market of passenger cars, which is ranged by three main competitors - Mercedes-Benz, Audi and BMW. The thesis suggests possible customer relationship management, which should be applicable for all three competitors, mainly because of their targeting at the same customers. The conclusion is devoted to recommendations that sums mentioned proposal.