Application of marketing campaign management system on the retail FMCG market

This thesis focuses on marketing campaign life cycle management and customer relationship management in the area of fast moving consumer goods. Because of the highly competitive nature of this market the companies are in search of ways how to gain an advantage over their competitors -- which can be more effective marketing towards customers. The main goals of this thesis are completion of thorough theoretical fundamentals and subsequently design of methodology of marketing campaign management. The theoretical part of this thesis presents basic concepts and discuses the topic separately from both technology and marketing standpoint. Also this part presents current trends in the EMM area and explains the customer relationship management specifics of the FMCG market. Practical chapters consist in development of the marketing campaign lifecycle methodology. The methodology is based on theoretical concepts presented in the first part of thesis and my own professional experience with implementation projects. The main merit of this thesis is development of the methodology, which is technology independent, intuitive, flexible and utilizable not only in the FMCG area. Another merit is drawing up of complex theoretical concepts that are merely covered by professional literature.