CUSTOMER AS A CENTRAL COMPONENT OF MARKETING POLICY FOR INTERACTIVE TV PROVIDERS

The customer is the center of all marketing activities in the modern marketing concept. This approach is called Marketing 2.0, and it appeared thanks to the development of information technology and subsequent change in consumer behavior. Clients have an opportunity to learn all the necessary information about products or services from the comfort of home, and exchange opinions and recommendations in real time. As well they have changed their attitude to the consumption of television services - now they can watch what they want, when they want and where they want. Therefore, operators of interactive TV require new tools for creating competitive proposals to satisfy the demands of modern viewers. Also, this article examines the criteria of customer loyalty and methods of subscriber base calculating.