Issues of improvement of management and digital marketing: Case of an international consulting company E. M. Kaz, B. J. Olushola
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ArticleContent type: Текст Media type: электронный Subject(s): маркетинг | логистика | маркетинговая логистика | оптовая торговля | каналы распространения товара | услуги продаж | комплекс маркетинга | распределительная логистика | логистика поставокGenre/Form: статьи в сборниках Online resources: Click here to access online
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Проблемы развития сферы услуг и образования в условиях становления третьего ренессанса : сборник материалов международной научно-практической конференции, посвященной 90-летию основателя Самаркандской научной школы экономики И. Т. Абдукаримова (18-19 февраля 2022 г.) Ч. 1. С. 139-142Abstract: The article presents the results of the analysis carried out when a consulting company entered the Nigerian market. The authors revealed a number of features of the Nigerian market in terms of management and perceived values by customers. Based on the conducted in-depth interviews, competitive analysis of targeted advertising, it was proposed creating CVC = Customer Value Analysis + Operational Excellence when entering a new market. Where customer value analysis is the ability of a company to understand how value is created and captured with their customers. In other words, it defines value from customer perspectives. A deep understanding of customer values in the Nigerian market allowed the authors to increase the company's traffic by 2.5 times.
Библиогр.: с. 142
The article presents the results of the analysis carried out when a consulting company entered the Nigerian market. The authors revealed a number of features of the Nigerian market in terms of management and perceived values by customers. Based on the conducted in-depth interviews, competitive analysis of targeted advertising, it was proposed creating CVC = Customer Value Analysis + Operational Excellence when entering a new market. Where customer value analysis is the ability of a company to understand how value is created and captured with their customers. In other words, it defines value from customer perspectives. A deep understanding of customer values in the Nigerian market allowed the authors to increase the company's traffic by 2.5 times.
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