The objective of this thesis was to demonstrate the importance of mobile marketing for businesses and economic operators when managing customer relationships. It strives to explain the definition and goals of marketing as the most important term in the economy of the 21st century and to elaborate the evolutionary stages that have influenced the development of modern marketing. The prevalence of informatic technology has notably influenced the significance of e-marketing, but as consumers have their mobile devices with them at all times, mobile marketing has become increasingly important. Furthermore, as the market conditions changed, businesses required to win over potential consumers while also retaining existing ones, which resulted in the emergence of a concept based on Customer Relationship Management (CRM). Economic operators have distinguished that the development of technology and the Internet presents the backbone of maximizing consumer satisfaction, resulting in the growing application of electronic CRM. The mobility of modern day society has affected the evaluation of customer relations management and the development of marketing communication through mobile devices, respectively, marketing in mobile CRM (mCRM) has been gaining increasing importance. The theoretical part of the elaboration in this thesis was substantiated through a practical review, showing how organizations implement mobile CRM.