MARKETING RESEARCH IN INDUSTRIAL ENTERPRISES

Abstract

In today’s conditions of intensified global competition, technological
innovation, and changing market demands, the success of industrial enterprises
largely depends on their ability to effectively implement customer-oriented
marketing strategies. A deep understanding of customer needs and the satisfaction
of their demands are among the key factors ensuring the company’s long-term
competitiveness. From this perspective, the concept of customer orientation
occupies a central place in the systematization of marketing research