CRM AS EFFECTIVE INSTRUMENT ENHANCING FMCG BRAND COMPETITIVENESS IN MATURE SATURATED MARKETS
Abstract
References
1. Vasin Yu.V. E`ffektivny`e programmy` loyal`nosti. Kak privlech` i uderzhat` klientov / Yu.V. Vasin, L.G. Lavrent`ev, A.V. Samsonov. – M.: Al`pina Biznes Buks, 2005. – 152 s. – In Russian.
2. Morina M. Brend kak uslovie loyal`nosti / M. Morina // Tez. dokl. na konf. «Povy`shenie loyal`nosti klientov», 15 marta 2005 g., Moskva. – In Russian.
3. Cy`sar` A.V. Loyal`nost` pokupatelej: osnovny`e opredeleniya, metody` izmereniya, sposoby` upravleniya / A.V. Cy`sar` // Marketing i marketingovy`e issledovaniya. – 2002. – #5. – S.57. – In Russian.
4. Mal`kova I.V. Loyal`nost` potrebitelej kak konkurentnoe preimushhestvo kompanii / I.V. Mal`kova // Vestn. Mosk. un-ta. Seriya 21: Upravlenie (gosudarstvo i obshhestvo). – 2008. – #3. – 140 s. – In Russian.
5. Gembl P. Marketing vzaimootnoshenij s potrebitelyami / P. Gembl, M. Stoun, N. Vudkok. – M.: Izd-vo Torgovy`j dom «Grand», 2002. – 512 s. – In Russian.
6. Kapferer Zhan-Noe`l`. Brend navsegda: sozdanie, razvitie, podderzhka cennosti brenda / Zhan-Noe`l` Kapferer. – M.: Vershina, 2007. – 448 s. – In Russian.
7. Andreev A.G. Loyal`ny`j potrebitel` – osnova dolgosrochnogo konkurentnogo preimushhestva kompanii / A.G. Andreev // Marketing i marketingovy`e issledovaniya. – 2003. – #2. – S.16. – In Russian.
8. Aaker D.A. Sozdanie sil`ny`x brendov / D.A. Aaker. – M: Izdatel`skij dom Grebennikova, 2003. – 440 s. – In Russian.
9. Sajt kompanii «LAJNSERVIS» [E`lektron. resurs]. – Rezhim dostupa: http://www.ls-crm.ru/ru/info/. – In Russian.
10. Sajt AdMe-Sibir`. Specializirovanny`j internet-resurs v oblasti reklamy`, marketinga i PR Sibiri / I. Shishhenko. – Marketing – programmy` loyal`nosti [E`lektron. resurs]. – Rezhim dostupa: http://sib.adme.ru/peshehod/marketing-programmy-loyalnosti-petrapromo-7199/#comment_list. – In Russian.
Review
For citations:
Dobrydneva S.G. CRM AS EFFECTIVE INSTRUMENT ENHANCING FMCG BRAND COMPETITIVENESS IN MATURE SATURATED MARKETS. Vestnik of Don State Technical University. 2011;11(5):768-775. (In Russ.)