Możliwości wykorzystania badań marketingowych w marketingu relacji
The possibilities of using marketing research in relationship marketing

Summary/Abstract: The article presents the possibilities of using marketing research to build relationships with customers. The data already contained in the corporate database may be used to a variety of analysis, becoming a source of valuable knowledge for managing the company. The article also presents examples of marketing research, such as customer satisfaction surveys, mystery shopping, customer value research and comprehensive way to measure the value of relationships with the company, in the context of their usage to increase the knowledge about the company’s strategic clients.

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