Market Development and Relationships with Customers: A Model and Conceptual Approach

The main task of the modern enterprise is to build strong, sustainable relationships with clients and business partners. Currently, the final version of the company's offer is the result of cooperation across a network of companies forming one set of values for the customer. This applies not only to suppliers and intermediaries, but also to partners of strategic alliances or joint ventures. The value of the offer to the customer depends on the "quality" of these partnerships. A good reputation makes the company attractive to potential partners and facilitates the establishment of cooperation, which allows companies to offer customers a wider range of values than the competition. The aim of this work is to present models and concepts that shape the market and customer relationships. In addition, the advantages and disadvantages of different theoretical concepts are shown by linking them to economic reality.