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Author: Elżbieta Wolanin-Jarosz
Year of publication: 2007
Source: Show
Pages: 66-78
DOI Address: http://dx.doi.org/10.15804/ksm200705
PDF: ksm/11/ksm200705.pdf

The following articles presents the role of the consumer. In creating the competitive tage of companies on the market. The main attention was focused on discussing the possibilities and ways of shaping long term relationships with customers as the essential element of competition strategy. According to the authoress a modern consumer is not a passive object of marketing activities but a demanding market partner awaiting the optimal fulfillment of their wishes, constant dialogue and communication based on reliable information and mutual trust. The key elements deciding about the market advantage of the company should include individualized product offer and creating and delivering the values to the customers.

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