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@inbook{68929,
author = {Janáková, Milena},
address = {USA},
booktitle = {Research Anthology on Recent Trends, Tools, and Implications of Computer Programming},
doi = {http://dx.doi.org/10.4018/978-1-6684-3694-3.ch009},
keywords = {marketing; knowledge; CRM},
howpublished = {elektronická verze "online"},
language = {eng},
location = {USA},
isbn = {978-1-6684-3695-0},
pages = {161-170},
publisher = {IGI Global},
title = {Automation of Marketing Processes and the Discovery of Knowledge for CRM},
year = {2021}
}
TY - CHAP
ID - 68929
AU - Janáková, Milena
PY - 2021
TI - Automation of Marketing Processes and the Discovery of Knowledge for CRM
VL - Volume 1
PB - IGI Global
CY - USA
SN - 9781668436950
KW - marketing
KW - knowledge
KW - CRM
N2 - This chapter focuses on finding the necessary product specifications to automate the marketing needs this CRM system must offer to be optimal in today’s modern global society. The existing controversy is between IT for everyday use, real IT capabilities, human skills, and knowledge to support more complex implemented processes. Emphasis is placed on automation and intelligence. The analysis shows that CRM systems are interested in managing customer relationships in the form of a single agent or process to perform the necessary actions using implemented algorithms that utilize various intelligence, statistical methods, multi-criteria decision-making, and automated learning predictions. Unfortunately, a complex solution is not always that complex. There are no links to social networks and automation to combine knowledge from different areas.
ER -
JANÁKOVÁ, Milena. Automation of Marketing Processes and the Discovery of Knowledge for CRM. Online. In \textit{Research Anthology on Recent Trends, Tools, and Implications of Computer Programming}. USA: IGI Global, 2021, s.~161-170. Volume 1. ISBN~978-1-6684-3695-0. Dostupné z: https://dx.doi.org/10.4018/978-1-6684-3694-3.ch009.
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