СЪСТОЯНИЕ НА ПРИЛАГАНЕТО НА МАРКЕТИНГА НА ВЗАИМОВРЪЗКИТЕ В ТЪРГОВСКИТЕ ВЕРИГИ В БЪЛГАРИЯ: СРАВНИТЕЛЕН АНАЛИЗ НА ДВЕ ВЕРИГИ
RELATIONSHIP MARKETING IN THE RETAIL CHAINS ON THE BULGARIAN MARKET: THE CASE OF TWO CHAINS

Summary/Abstract: The study discusses the implementation of relationship marketing in the retail chains in Bulgaria. At the beginning of the study the transition from transactional marketing to relationship marketing is represented as well as the indicators for analysis of the retailers’ marketing activities on the Bulgarian market: use of customer retention strategies and which types of strategies are implemented, use of CRM system and customer database, participation in partners network and establishment of long term relationships with suppliers. The main part of the study contains a comparative description between the relationship marketing practices of two chains: Piccadilly and Kaufland and conclusions about the strong and weak sides of their marketing practices.

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