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Information × Registration Number 0223U004500, 0123U102030 , R & D reports Title Marketing management of consumer loyalty under digitalization popup.stage_title Head Zhalinska Iryna V., к.е.н. Registration Date 09-11-2023 Organization Zhytomyr Polytechnic State University popup.description2  The object of the study is the process of marketing management of consumer loyalty at a manufacturing enterprise under the digitalization of the economy. The purpose of the study is to develop methods for marketing management of consumer loyalty at a manufacturing enterprise. The theoretical and methodological basis of the research work is the fundamental principles on the problems of the theory and practice of marketing regarding the formation and management of consumer loyalty in the context of modern digitalization processes, set forth in the works of domestic and foreign scientists. Such methods of scientific knowledge as scientific abstraction and generalization, economic analysis, systematic approach, and graphic and tabular methods are used in the work. Theoretical and methodological principles and practical recommendations for improving marketing management of consumer loyalty at a manufacturing enterprise have been developed. The scientific research work was carried out on the order of "ROMANIV LTD" LLC, therefore the results of the work are used in the practice of the business activity of the client company. The results of the work can also be used in the practice of both beverage production enterprises and other industries as well. In the conditions of the active development of digital processes in society and the economy and the corresponding changes in consumer behavior, approaches to consumer loyalty management are changing and becoming especially relevant. Developed methods for marketing management of consumer loyalty at a manufacturing enterprise provide an opportunity to develop relevant marketing strategies, goals, and objectives, implement them, determine the effectiveness of marketing campaigns, and establish long-term relationships with consumers. Keywords: consumer loyalty, marketing management, digitalization of the economy, manufacturing enterprise, electronic document management Product Description popup.authors Zhalinska Iryna Volodymyrivna Sannikova Svitlana Borysivna popup.nrat_date 2023-11-09 Close