Using Crm Systems for the Development and Implementation of Communication Strategies for Digital Brand Management and Internet Marketing: eu Experience

Purpose: The research aims to analyze the use of CRM systems for the development and implementation of communication strategies for digital brand management and Internet marketing based on the experience of EU countries. Theoretical framework: Implementing the practice of using CRM systems to develop and fulfill communication strategies for digital brand management and Internet marketing plays a key role in the corporate sector. It is known that the quality of implementation of such a policy will directly affect the commercial result of an enterprise or organization. The problem of using CRM systems and the possibility of improving business processes, which involves the integration of most of the organization's internal processes into the CRM system's operating program, is to find effective means and mechanisms for setting up the marketing and operational work of the enterprise. Design/methodology/approach: The study used scientific research methods, as well as data from official sources of CRM systems that are most popular in the EU. Findings: The research aims to analyze the use of CRM systems to improve the quality of internal communication strategy. An equally important task is to evaluate the management of advertising campaigns and brand positioning policy in the selected business segment. The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy. Research, Practical & Social implications: The article analyzes the peculiarities of approaches to the use of CRM systems, as well as their application following the internal corporate policy. The key trends of modern CRM systems and the practices of their use are analyzed. This makes it possible to determine the competitive advantages in the market that a company gains after implementing CRM systems. The practice of developing the marketing activities of an enterprise or organization is outlined from the perspective of using CRM systems. Originality/value: By using the available research results, the further practice of using CRM systems can be analyzed from the point of view of the development of the technological aspect of the integration of internal program components of the system into the operating activities of the enterprise.