Abstract

The article is devoted to the disclosure of theoretical and practical aspects of the application of marketing technologies in the management of a service sector organization. The issues of the specific nature of marketing technologies in the management of the company, the specifics of interaction with consumers of the organization are considered. A model of marketing tools for the implementation of a customer path map is presented, aimed at optimizing a customer-centered culture and increasing consumer loyalty. The experience of companies in effective customer relationship management is revealed.

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