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The customer relationship management (CRM), as an interconnected whole of strategies, systems, processes and information technologies (IT), represents the innovative marketing opportunity for companies. CRM is an effect of the latest management techniques and computer science; it is closely integrated with Internet and e-trade. This work illustrates basic concepts of the CRM strategy and system in networked companies from a relationship marketing perspective. It presents the application of CRM system modules in companies. The objective of this work is to examine whether Polish companies use CRM system and which modules of it they have implemented. Summary results of questionnaire research on this subject are described in this work.

USING IT TO IMPROVE CONSUMER/PARTNER RELATIONSHIP MANAGEMENT