Cyran J. Marketing management of institutional clients loyalty of machine-building enterprises

Object of research - process of marketing relationship management of machine building enterprises with their institutional clients. Aim of the research - to prove the theoretic principals and develop practical recommendations on marketing management of machine building enterprises' institutional clients' loyalty. Historical method, methods of synthesis and comparison, economic analysis and modeling of managerial processes, system analysis, statistic analysis and experts' evaluation, and economic mathematical modeling are used. The method of evaluation of institutional clients' satisfaction level is developed for the first time as well as the procedure of marketing management system diagnosis. The definition of institutional client, conception of institutional clients' loyalty management, and mechanism of clients' satisfaction level evaluation are evolved. The mechanism of marketing management of machine building enterprises concerning institutional clients' service is improved. The results of the research are implemented into activities of several machine building enterprises in Ukraine and Poland as well as into educational process. Field of usage: marketing relationship management of machine building enterprises with their institutional clients