Abstract: The development of information systems requires a lot more than implementing a particular technology or finding an information solution. What are also necessary is a deep strategic approach and an analysis of the possibilities and objective difficulties. One important condition in this process is the fact that the development of an information system must comply with global standards and must allow flexible set-up and adaptation according to specific individual requirements. This is additionally complicated by the fact that, at the moment, the conditions for the function of companies in our country require the achievement of positive results, which is realised in the short term and with budget cuts which affect the information infrastructure.
Abstract: The focus of the research is on online retail channels for organic bee products. They create short supply chains and ensure access to local and global markets and new market segments, which do not exist on offline markets. Creating one’s own online channel for organic bee products or using an intermediary one implies the development of one’s own retail platforms and social networks or the use of intermediary ones. Designing and maintaining one’s own online retail channel for organic bee products requires substantial investments, therefore such channels are mainly built by large agricultural and non-agricultural entities with high horizontal and vertical integration and ensured access to capital and markets. The high level of integration of different systems, technologies and innovations such as CRM and ERP in online platforms makes it possible to collect, systematize and analyse large volumes of data base – the so-called Big Data and analyse the online behaviour of customers in order to implement precise and targeted marketing.
Abstract: Customer relationship marketing is complemented by the strategic vision of business development – customer management - which includes the following: customer analysis, customer contributions, life cycle, etc. The two visions - CRM and customer management - are essential for the development and higher competitiveness of companies.
These processes tend to accelerate and intensify. They result from imposing a new consumer culture, which encompasses customers from both developed and developing markets who possess a creative approach to thinking, dynamics as a style of behaviour, and “global” citizenship as a social characteristic. Marketing specialists must have a unique ability to engage with the modern customer and must be able to give their companies direction and focus in order to achieve effective results that will ensure their image and success.