Frejková, Daniela; Chalupský, Vladimír - In: Acta Universitatis Bohemiae Meridionales 15 (2012) 1, pp. 55-64
The main goal of this paper is to analyse the relationship between two key managerial conceptions: customer relationship management (CRM) and market orientation (MO). It was decided to conduct a more thorough research on the basis of previous research in these fields, as MO and CRM should be...