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Please use this identifier to cite or link to this item: http://research.bfu.bg:8080/jspui/handle/123456789/564

Заглавие: Маркетинг на взаимовръзките - съвременен подход за изграждане на лоялност към марката
Други Заглавия: Relationship marketing: contemporary approach to brand loyalty building- theory and practical applications
Автори: Anastassova, Lina
Hristov, Radoslav
Ключови Думи: relationship marketing
brand loyalty
customer life time
marketing effectiveness
Issue Date: 2014
Издател: Бургаски свободен университет, 8000 Бургас, бул. "Сан Стефано" №62
Серия/Отчет но.: ТОМ XXX;str-9
Резюме: The study examines the theoretical basics and the practical implications of relationship marketing on the example of a Bulgarian production company. The first part of the paper examines the theoretical issues concerning the basics of relationship marketing and the technology of the paradigm application in the company’s marketing activities. The customer life time and the phases of building relationships with clients, partners and suppliers are described and the importance of proper HR management as well. The second part of the paper contains analysis of real practices in relationship marketing in a Bulgarian production company with some critical conclusions at the end.
Описание: Годишник на БСУ 2014 том XXX
URI: http://research.bfu.bg:8080/jspui/handle/123456789/564
ISSN: 1311-221-X
Appears in Collections:2014

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