DEVELOPING THE CONCEPT OF CRM COMPLEX
A concept that allows to manage customer relations on the scale of a company and to maximize the effectiveness of customer relations is suggested. The key element is a mathematical model of optimum advertising budget distribution between the existing segments of the client base. The feature of this concept is the application of the existing methods as a unified complex, as well as their improvement. The concept allows both to make a decision on the course of action in the process of customer contact and optimize advertising costs, as well as maximize the sum total of the profit from all the client segments.
Anastasiya A. Krukova, postgraduate student of Povolzhsky State University of Telecommunications and Informatics; Evgeny V. Kuzmin, PhD in Economics, associate Professor of Povolzhsky State University of Telecommunications and Informatics