Clienting w działalności marketingowej współczesnych przedsiębiorstw
Clienting in marketing activities of contemporary enterprises

Summary/Abstract: The paper presents the essence and principles of clienting as a new doctrine of sales, which complements and enhances marketing. It is a challenge for modern enterprises but it is also an opportunity for them, especially in the new market conditions. The principle of clienting is a database of clients, thorough knowledge of their decisions, behaviors, attitudes, personality and character, the new rules of actions and building communications networks with customers. Clients are business capital, the value and the success or failure factor. The key to the success of contemporary enterprises understands the causes of customers leaving and the decrease of their loyalty.

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