Совершенствование инструментов маркетинга в сфере формирования потребительской лояльности

Oleg Vladimirovich Obuhov; Yana Andreevna Matveeva; K.A. Mashkov

Oleg Vladimirovich Obuhov Ural Federal University named after First President of Russia B. N. Yeltsin
Yana Andreevna Matveeva Ural Federal University named after First President of Russia B. N. Yeltsin
K.A. Mashkov Ural Federal University named after First President of Russia B. N. Yeltsin

Keywords: economic agent, marketing instruments, customer loyalty, segmentation of the market, management of the customer loyalty

Abstract

Article is devoted to finding ways to improve marketing tools in conditions of intensive development of the market economy. The authors have considered marketing tools to build partnerships for the different actors of the market, the scheme of management of customer loyalty and proposals for improvement of marketing tools aimed at developing long-term relationships with the customer segments.