customers, sales, personal selling, sales promotion, relationship marketing


The importance of sales and its promotion is constantly increasing. Technological progress contributes to the constant development of marketing activities of companies and the introduction of innovations. It is necessary to attract customers and establish a long-term relationship with them. Along with changes in consumer tastes and new preferences, it is necessary for companies to correctly select sales promotion tools and use them effectively. Sales promotion tools can influence consumer buying behavior and loyalty. Companies today focus on existing and new customers. Smart leaders try to focus their business not only on short-term success but also on long-term results. Relationship marketing influences customer loyalty. Organizations are pooling their efforts to achieve this goal in terms of products, pricing, distribution, incentives, and services. In relationship marketing, special attention is paid to loyal buyers. The task of finding and retaining a client becomes increasingly individual.  In the face of competition, it is important to know and constantly study your client. Not only to discover its advantages, to guess the hidden desires, but also to understand the reasons why the company is losing its customers. The study of these issues is important in modern conditions. The author discusses the opinions, definitions, and views of various researchers regarding the mentioned problem, and then draws conclusions and offers some recommendations


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Author Biography

Maia Seturi, Ivane Javakhishvili Tbilisi State University

Associate Professor of Marketing Department


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