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Shaping customer relationships as a crucial aspect of an organisation's strategy

Śliwińska I.

Organizacja i Zarządzanie : kwartalnik naukowy

2018

nr 2

105--114

The role of marketing within an organisation increases along the development of the market and the increasing customer requirements. At present, companies face numerous challenges which they need to meet to achieve a market success. In the turbulent, highly competitive environment, they need to maintain high flexibility and develop a mechanism of rapid response to changes. The aim of this article is to demonstrate how important marketing is in the context of the organisation's strategy and how important decisions made within the framework of the strategic marketing are. Considering proposals for customer-oriented strategies, the need to consider such approaches as relationship marketing, service dominant logic and the concept of value co-creation with the customer have been demonstrated.