The customer relationship management as part of marketing strategy

The article discusses the French trading networks in the use of different strategies: attracting new customers and retaining existing ones. It is recommended Russian trading networks to review the marketing strategy towards greater customer orientation. The success of the implementation of the proposed marketing strategies of the trade network is defined by properly structured relationship between the company and its customers. Customer loyalty is a major competitive advantage for retailers. A balanced combination of strategies to attract new customers and retain existing ones is the basis of customer relationship management.