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KHARKIV NATIONAL ECONOMIC UNIVERSITY, UKRAINE

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BUSINESS INFORM №4-2017

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67

Section: Management and Marketing
UDC 658.81:622.33
Trushkina N. V.
The Service for the Customers of Coal Products in the Context of the Conception of Relationship Marketing (p. 410 - 416)

The article is aimed at developing approaches to the service for various groups of customers of coal products in the context of the conception of relationship marketing. Content of the term of «service of the customers of coal products» has been clarified. An analysis of the dynamics of volume and structure of coal consumption in Ukraine was carried out. It has been proven that in organizing the marketing processes in terms of coal enterprise activities, it is appropriate to apply the conception of relationship marketing, essence of which is formation of a partnership based on a customer-oriented approach to the service for customers of coal products. A feature of this approach, unlike the existing ones, is the allocation of different groups of consumers of coal products, taking into consideration the volume of their annual demand and the specifics identified. It has been suggested that a systemic, process, and functional approaches to the organization of processes of service for the consumers of coal products be used in a single complex through the implementation of management functions.
Keywords: coal mining enterprise, coal consumers, categories, service processes, customer-oriented approach, relationship marketing concept, system approach, process approach, functional approach.
Fig.: 4. Tabl.: 3. Formulae: 1. Bibl.: 14.

Trushkina Nataliia V. – Candidate of Sciences (Economics), Senior Research Fellow, Department of Regulatory Policy and Entrepreneurship Development, Institute of Industrial Economics of NAS of Ukraine (2 Mariia Kapnist Str., Kyiv, 03057, Ukraine)
Email: [email protected]

Article is written in Ukrainan
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Reference to this article:
Trushkina, Nataliia V. (2017) “The Service for the Customers of Coal Products in the Context of the Conception of Relationship Marketing.” Business Inform 4:410–416.


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