Lojalność klientów jako cel marketingowy współczesnego przedsiębiorstwa

• Autorzy: Stanisława Wilmańska-Sosnowska

Warianty tytułu

Customer Loyalty as Main Purpose of Todays Company.

• Języki publikacji: PL

Abstrakty

Zaprezentowano zagadnienie lojalności konsumenckiej jako celu przedsiębiorstwa na tle uwarunkowań współczesnego rynku oraz wskazano kierunki i sposoby jego realizacji.

EN

The paper presents the problems concern customer loyalty as the company purpose in the current market and the ways of its realization. There are discussed two important matters. The first one is focused on the satisfaction as the necessary condition of loyalty building as well as on the necessity of permanent tests of the satisfaction. The second matter concerns the role of loyalty as marketing purpose of the company, the ways of its creating, specifying optimal customers' wallet and building customer relation system with using the possibilities which are given by improvement informatical technology. (original abstract)

Słowa kluczowe

PL

Lojalność klientów; Strategia marketingowa; Zarządzanie Kontaktami z Klientem

EN

Customer loyalty; Marketing strategy; Customer Relationship Management (CRM)

• Czasopismo: Acta Universitatis Lodziensis. Folia Oeconomica
• Rocznik: 2005
• Tom: 195 Rola nauk o zarządzaniu w kreowaniu społeczeństwa opartego na wiedzy
• Strony: 13--21

Twórcy

autor

Stanisława Wilmańska-Sosnowska

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