Abstract
Introduction. CRM-systems are considered in the research. The peculiarities of their application in marketing activity and transport enterprises personnel management are analyzed. The main advantages and disadvantages of introduction of above mentioned systems in practice are revealed. The main elements of CRM-systems are differentiated. It allows understanding their role in marketing and managing the personnel of the transport enterprise. Purpose. The article aims to study the problem of marketing activity development, using modern marketing tools. It has enabled to increase the competitiveness of the transport company in the market. Results. The introduction of electronic CRM-systems has been grounded. The application of complex transition of the transport enterprise to the new policy of development, which is customer-oriented, will allow providing improvement of the quality of customer service, reducing labor costs for maintenance and improving the management of the personnel of the transport enterprise as a whole.
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