Abstract:The article deals with the problem of pursuing company assortment policy, which is aimed at meeting buyers’ needs by joint creation of customer value. Within the frames of this approach the author analyzes existing concepts of building delivery chains and substantiates the use of the concept of building delivery chains from the customer. The role of category management in the context of relation marketing is shown. Participant groups of building customer value chains are identified and the system of their inte… Show more
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