The Strategy of Relationship Marketing in E-commerce (the case of group of companies I-FREE)

The relevance of the topic of the master thesis is determined by the introduction and active use of electronic Commerce as a specific business model on the B2B market, characterized by a network structure and strong relationship of all market entities, as well as the dominant role of the process of interaction with customers. The aim of the research is the formation of the strategy of relationship marketing for the group of companies I-FREE, operating in the e-Commerce market To achieve the stated goals were consistently solved the following problems: defined the essence, the specificity of e-Commerce; analyzed the formation of the concept of relationship marketing in system of tools of strategic marketing management; peculiarities of the development and use of strategies relationship marketing in electronic Commerce; the characteristic of the market and the analysis of the activities of the group of companies I-FREE; conducted a comprehensive empirical study of the customer portfolio of the group of companies I-FREE and client satisfaction the process of interaction with it; developed a strategy of relationship marketing for the group of companies I-FREE, and evaluated its effectiveness. As a result of reaserch was formulated and proposed strategy for the relationship marketing tailored to the activities of the group companies in the e-Commerce market, and enable them to increase the effectiveness of its marketing activities, increase the joint value of cooperation with major customers and develop the potential strategic.