Customer Relationship Management Characteristics, the Case of Advertising Agency X

Student: Shcherbina Valeriya

Educational Programme: Management (Bachelor)

Year of Graduation: 2017

Nowadays customer’s behavior is changing significantly – they have become less sensitive towards traditional marketing tools and more demanding towards the goods that are offered, so the product that seemed to be exceptive a few years ago is taken for granted today. Solution to the following problem may be derived from relationship marketing and all its secondary concepts that put an emphasis on relationships between company and its stakeholders. Within the framework of this research, the leading theories concerning Customer Relationship Management will be studied and the CRM system of a media agency «X» will be explored. The research may be divided into 2 parts: qualitative, which implies five in-depth interviews with top account managers of the agency and the part that will be focused on studying internal records of the company. As result of the following research, recommendations will be developed to ensure several improvements in the CRM system of the media agency.

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