Prazyan E.M. MARKETING APPROACH FOR SUPPORTING LONG-TERM RELATIONSHIPS WITH CONSUMERS

Prazyan Elena Mikhailovna

Research associate, Department of Corporate Finance and Banking, Volgograd State Technical University ( This email address is being protected from spambots. You need JavaScript enabled to view it. )


annotationGoods and services from different manufacturers are very similar to each other, but a consumer demand is individual in modern economic situation, therefore it is necessary to expand marketing tools such as relationship marketing. This article analyzes the main approaches to understanding the relationship marketing; the cases for using relationship marketing, the marketing tools to maintenance the long-term relationship with customers are developed; company’s ways for introducing relationship marketing in Russia are considered.

Key words: consumer behavior, customer relationship marketing (CRM), relationship marketing, behavioral economics, consumer loyalty program, consumer loyalty.

 

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MARKETING APPROACH FOR SUPPORTING LONG-TERM RELATIONSHIPS WITH CONSUMERS by Prazyan Elena Mikhailovna is licensed under a Creative Commons Attribution 4.0 International License.

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