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HSE University

Management of the Effectiveness of Customer Acquisition in B2B Consulting

Student: Mingacheva Gulnara

Supervisor: Olga Konstantinovna Oyner

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2017

This master's thesis focuses on the study of methods and processes of customer acquisition to consulting companies and methods of evaluation the effectiveness of this process. The overall goal of this research is to develop a program that will help to manage the effectiveness of customer acquisition in B2B consulting. This paper consists of 3 parts. In the first part the theoretical foundations of the acquisition process and its features for B2B companies were studied. Then the author analyzed methods of customer acquisition in B2B and tools for developing a value proposition. Based on the analysis carried out, there was developed a conceptual model of managing the effectiveness of customer acquisition in B2B consulting. In the second part the author conducted the analysis of Russian consulting company Stepconsulting and its marketing activities. In the third chapter a number of qualitative and quantitative studies were conducted. Then there was developed the program that helps to manage the effectiveness of customer acquisition process and recommendations were given.

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