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PROBLEMS OF MODERN ECONOMICS, N 3 (31), 2009
PROBLEMS OF MARKETING. LOGISTICS
Shishkin A. V.
Professor of the Chair of Marketing,
Director, G.V. Plekhanov Research Institute of the Russian Economic Academy,
PhD (Economics), Professor

Ganichev K. V.
Manager for trade, “ROLF” company,
PhD student of the Chair of Marketing,
G.V. Plekhanov Russian Economic Academy


Evaluation of perception of trade marks by final buyers with their loyalty management
The article discusses the nature and types of loyalty of final buyers to a company and its trade marks. Special attention is paid to specificities in the process of loyalty formation on different stages of buyers’ behavior. The authors present a classification of methods of influence on various types of loyalty
Key words: perception, attitude, satisfaction, loyalty, attachment

Article in russian

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