РОЛЬ CRM СИСТЕМ В ПРОВЕДЕНИИ ПОТРЕБИТЕЛЬСКИХ ИССЛЕДОВАНИЙ В ПРЕДПРИНИМАТЕЛСТВО

Аннотация

The issues of full digitalization of business and marketing activities are considered as one of the priority areas of the global economy. Digitization of marketing research processes that are carried out today in order to form a customer base for each entrepreneur and to further improve the efficiency of these processes, skills and competencies in the use of a CRM system are required. Therefore, this article reveals the importance and necessity of conducting marketing research through CRM systems in the effective organization of innovative marketing activities of an enterprise based on theoretical data and scientific works of foreign scientists. This article developed ways to effectively use CRM systems in organizing fast and high-quality marketing research and author's recommendations for their implementation. Key words: marketing research, consumer research, entrepreneurship, CRM system, CRM strategy, business activity.