Маркетинг на взаимовръзките - съвременен подход за изграждане на лоялност към марката

Abstract

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.