Issue 4, 2008

Gladkikh I. V. The Friends and «Foes» of the Aleko Company (case-study)

The objective of the case is the discussion of how to develop and implement in practice, business management basic marketing principles for a wholesale and retail trade company. One locally known retailer of legal merchandise is the St. Petersburg Aleko Company, which has promoted itself as a company whose competitive advantage was the provision of impeccable service to its clients and a full-range warranty on goods sold. However, the company had to face a situation when a customer who was not satisfied with the quality of goods and services, posted an account of his problems on the Internet and the story went into the public domain. Keywords: Core Concepts of Marketing Management, Relationship Marketing, Internet, Marketing Strategy, Retail Sales, Middle-Sized.

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