Кафедра логістики та підприємництва
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Item type:Наукова стаття, B2B marketing strategies: value creation, key customer acquisition and preservation(2023-10-31) Lipych, Liubov; Hurina, Olena; Karpenko, Vitalii; Vdovichena, Olha; Herylo, Volodymyrn this work we have investigated B2B marketing strategies in Ukraine, particularly fo-cusing on the intricate relationships between value creation, key customer acquisition, and preservation strategies within this dynamic context.Principal Findings: Employing a multifaceted approach encompassing a comprehensive literature review, mathematical differential equations, and data simulations, our study uncovers pivotal insights. It underscores the crucial role of value creation and collabo-rative client engagement as cornerstones for gaining a competitive edge in Ukraine's B2B arena. Moreover, we emphasize the strategic importance of networking in the pur-suit of effective customer acquisition. Additionally, our work introduces optimal values for each policy, illuminating their potential efficacy across diverse scenarios.The study concludes that a harmonized approach that integrates value creation, cus-tomer acquisition, and preservation strategies can be a powerful driver of success in Ukraine's B2B market. Success in this dynamic landscape depends on adaptability, re-sponsiveness to market conditions, and resource constraints. These findings offer valu-able insights for businesses seeking a competitive edge in Ukraine's B2B sector and contribute to our understanding of B2B marketing dynamics in this context.