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Customer Relationship Management in the B2B Market (the Case of Company LTD "Euro Pak")

Student: Karapetyan Karine

Supervisor: Vera Alexandrovna Rebiazina

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2016

This proposed study looks at relationship marketing as an important tool for success in marketing. Some firms are turning to relationship marketing (RM) as a means of differentiating themselves. Many of them are realizing some of the advantages of relationship marketing which could be gained by both the marketer and the buyer. For the marketer, profitability, brand loyalty, product differentiation, and gaining competitive advantage are some major benefits of relationship building. For the buyer, the major benefits include: personalized attention from marketers, marketer’s efforts to anticipate buyers’ wants, and meaningful dialogues with the marketer. Trust, commitment, empathy, and responsiveness to customers needs are necessary ingredients for successful implementation of RM. The practical part of this work will also be carried out practical analysis of the company, whose ultimate goal is development of practical recommendations for improving marketing strategy. In the practical part of this work will be carried out practical analysis of the company, whose ultimate goal is development of practical recommendations on improvement of marketing strategies with use of tools of relationship marketing.

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