CRM AS EFFECTIVE INSTRUMENT ENHANCING FMCG BRAND COMPETITIVENESS IN MATURE SATURATED MARKETS
Abstract
Customer-oriented CRM strategy integration in the customary marketing instruments of the consumer loyalty management is tried out. A consistent positive effect that fosters customer centricity of a brand and helps manufacturers in achieving strategic goals is derived.
References
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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.)
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