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Please use this identifier to cite or link to this item: http://research.bfu.bg:8080/jspui/handle/123456789/626

Заглавие: СЪСТОЯНИЕ НА ПРИЛАГАНЕТО НА МАРКЕТИНГА НА ВЗАИМОВРЪЗКИТЕ В ТЪРГОВСКИТЕ ВЕРИГИ В БЪЛГАРИЯ : СРАВНИТЕЛЕН АНАЛИЗ НА ДВЕ ВЕРИГИ
Други Заглавия: RELATIONSHIP MARKETING IN THE RETAIL CHAINS ON THE BULGARIAN MARK ET: THE CASE OF TWO CHAINS
Автори: Анастасова, Лина
Ключови Думи: relationship marketing
customer retention strategies
retail chains
CRM
Issue Date: 11-Apr-2017
Серия/Отчет но.: TOM XXXII;str-12
Резюме: The study discusses the implementation of relationship marketing in the retail chains in Bulgaria. At the beginning of the study the transition from transactional marketing to relationship marketing is repres ented as well as the indicators for analysis of the retailers’ marketing activities on the Bulgarian market: use of customer retention strategies and which types of strategies are implemented, use of CRM system and customer database, participation in partners network and establishment of long term relationships with suppliers. The main part of the study contains a comparative description between the relationship marketing practices of two chains: Piccadilly and Kaufland and conclusions about the strong and weak sides of their marketing practices.
URI: http://research.bfu.bg:8080/jspui/handle/123456789/626
ISSN: 1311-221-Х
Appears in Collections:2015

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