E3S Web Conf.
Volume 124, 2019International Scientific and Technical Conference Smart Energy Systems 2019 (SES-2019)
|Number of page(s)||4|
|Published online||10 February 2020|
Management of loyalty in developing a company’s brand on the Russian oil and gas B2B market
Omsk State University, 644077, 11 Neftezavodskaya Str., Omsk, Russia
* Corresponding author: firstname.lastname@example.org
In this article, we consider the importance of lifestyle and preferences of the decision-makers as parts of management of loyalty in developing a company’s brand on the Russian oil and gas B2B market. We provide the definitions of the concepts of “brand” and “loyalty”, types of loyalty and development stages of a loyalty program. Additionally, we report the results of a marketing research for development of the loyalty program of the oil trading company (characteristics, opinions and preferences of the decisionmakers on the Russian market of light oil and liquefied hydrocarbon gas products).
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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