Содержание:
СОДЕРЖАНИЕ
СОДЕРЖАНИЕ 2
ВВЕДЕНИЕ 3
1. Теоретическое обоснование исследования в области маркетинга взаимоотношений 9
1.1 Маркетинг взаимоотношений: привлечение и удержание клиентов 9
1.2 Ценность клиента на протяжении его жизненного цикла 16
1.3 Удержание корпоративных клиентов 18
1.4 Сетевой подход 27
2. Эмпирическое исследование корпоративных клиентов компании «Дневник.ру» 42
2.1. Обоснование выбора объекта исследования 42
2.2 Корпоративная сеть компании «Дневник.ру» 45
2.3. Уровень удержания корпоративных клиентов 48
2.4 Дизайн и методология количественного исследования 50
2.5 Результаты эмпирического исследования корпоративных клиентов компании «Дневник.ру» 54
2.6 Практические рекомендации для разработки стратегии удержания корпоративных клиентов 73
ЗАКЛЮЧЕНИЕ 77
СПИСОК ЛИТЕРАТУРЫ 82
ПРИЛОЖЕНИЯ 92
Используемая литература
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ПРИЛОЖЕНИЯ
Приложение 1. Форма Анкеты для опроса корпоративных клиентов
Приложение 2. Форма Анкеты для опроса рекламных агентств
Приложение 3. Анализ рынка интернет – рекламы. Детский сегмент
Приложение 4. SWOT-анализ
Приложение 5. Корпоративная сеть клиентов компании «Дневник.ру»
Приложение 6. Результаты количественного исследования
Приложение 7. Стратегия удержания корпоративных клиентов компании «Дневник.ру»