Improvement of instruments of marketing in the sphere of formation of consumer loyalty

  • 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.

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Author Biographies

Oleg Vladimirovich Obuhov, Ural Federal University named after First President of Russia B. N. Yeltsin

Cand. Sci. (Econ.), Director

Yana Andreevna Matveeva, Ural Federal University named after First President of Russia B. N. Yeltsin

Postgraduate Student

K.A. Mashkov, Ural Federal University named after First President of Russia B. N. Yeltsin

Assist. Prof., Department of Entrepreneurship and Innovation

Published
2015-03-31
How to Cite
Obuhov, O. V., Matveeva, Y. A., & Mashkov, K. (2015). Improvement of instruments of marketing in the sphere of formation of consumer loyalty. Proceedings of Voronezh State University. Series: Economics and Management, (1), 162-167. Retrieved from https://journals.vsu.ru/econ/article/view/9675