Management of loyalty in developing a company's brand on the Russian oil and gas B2B market

Abstract

In this article, we consider the importance of lifestyle and preferences of the decision-makers as parts of management of loyalty in developing a company's brand on the Russian oil and gas B2B market. We provide the definitions of the concepts of "brand" and "loyalty", types of loyalty and development stages of a loyalty program. Additionally, we report the results of a marketing research for development of the loyalty program of the oil trading company (characteristics, opinions and preferences of the decision-makers on the Russian market of light oil and liquefied hydrocarbon gas products).