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Implementation of Consumer Surveys in CRM: Case of Russian Retail Chain

Student: Iurii Zharikov

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2018

In the pursuit of attracting new customers and retaining existing ones, retail companies are searching the ways how to be more client-oriented. This demands the introduction of Customer Relationship Management systems on the one hand and further developing of marketing on the other. This work demonstrates the model of interaction of CRM and marketing researches. Also the result of this model implementation has been shown after conducting two quantitative researches on the relevance of personal offers for customers.

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