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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Iuliia Meteleva
Evaluation of Customer-Centric Approach in FMCG
Marketing
(Master’s programme)
9
2017
This paper is devoted to the topic of customer centricity. The aim of the work is to evaluate a customer-oriented approach to the management of FMCG companies, as the preconditions for a stable growth of the company on the market. As a result, the attributes of a client-oriented company were revealed, which are typical for Russian FMCG companies. Also on the example of two Russian companies, the author's model was considered. As a result, proposals were developed for each of the companies to improve the level of customer centricity.

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