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A successful CRM implementation project in a service company
Franka Piskar, Armand Faganel, 2009, izvirni znanstveni članek

Opis: Customer relationship management - CRM implementations increased rapidly in Slovenia in the last few years, following the trends elsewhere. Studies reporting how the implementation project goes on before, between and after the implementation are scarce. We offer a thorough case study analysis of the CRM implementation with a positive outcome in a Slovene service company. Case study demonstrates that CRM implementation is a holistic and complex concept, which means that it is not merely an integration of new information technology, but everything that happens around the business processes changes. We recommend that the company has already established a process approach and the orientation toward customers. Study showed the need for efficient leadership, acquirement of resources and CRM strategy implementation control; trust to the software solution shouldn't be self-understood. Through implemented analytical CRM company can improve the relationship with customers, achieve larger information sharing between employees and accept better strategic decisions.
Ključne besede: customer relationship management, implementation, customer focus, process approach, quality, customer information, marketing, service company, Slovenia
Objavljeno: 28.11.2017; Ogledov: 320; Prenosov: 46
.pdf Celotno besedilo (619,42 KB)
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Forecasting the primary demand for a beer brand using time series analysis
Danjel Bratina, Armand Faganel, 2008, izvirni znanstveni članek

Opis: Market research often uses data (i.e. marketing mix variables) that is equally spaced over time. Time series theory is perfectly suited to study this phenomena's dependency on time. It is used for forecasting and causality analysis, but their greatest strength is in studying the impact of a discrete event in time, which makes it a powerful tool for marketers. This article introduces the basic concepts behind time series theory and illustrates its current application in marketing research. We use time series analysis to forecast the demand for beer on the Slovenian market using scanner data from two major retail stores. Before our analysis, only broader time spans have been used to perform time series analysis (weekly, monthly, quarterly or yearly data). In our study we analyse daily data, which is supposed to carry a lot of ‘noise’. We show that - even with noise carrying data - a better model can be computed using time series forecasting, explaining much more variance compared to regular regression. Our analysis also confirms the effect of short term sales promotions on beer demand, which is in conformity with other studies in this field.
Ključne besede: market research, time series forecasting, beer demand
Objavljeno: 30.11.2017; Ogledov: 180; Prenosov: 97
.pdf Celotno besedilo (395,07 KB)
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