Tools for strengthening customer relationships in the B2B market

In this book, experienced authors provide a comprehensive overview of tools for strengthening customer relationships in B2B markets. They introduce the reader to the modern concept of marketing, relationship marketing, its basic features, principles, phases and development trends.

The book clearly presents the results of primary research aimed at studying the usefulness of different tools for strengthening the mutual relationships between suppliers and their customers for products intended for manufacturing consumption. It also deals with the essence and methodology of measuring company performance from the perspective of customers as positive consequences of strengthening customer relationships.

The book is an inspiration for both theory and practice, and at the same time serves as a stimulus for changes in the business approaches of managers operating in B2B markets in the current highly competitive environment.