Relationship Marketing

Abstract

The Textbook is devoted to the justification and further development of theoretical, methodological provisions and methodological support for the formation of marketing relations, strategic management of the development of marketing activities of industrial enterprises, taking into account the influence of the external and internal environment on their development, as well as the relationship between strategic management and strategic marketing. Grounded and proposed: the concept of marketing relations and strategic management of the development of the enterprise's marketing activities, the core of which is the development of marketing relations based on the example of the "consumer - enterprise - partner" system; an approach to the formation of the company's marketing strategies regarding marketing relations, the basis of which is three components: the competitiveness of the company, the business attractiveness of its partners regarding cooperation with it, and the readiness of consumers to consume products. The complex of methodical support for the formation of the company's marketing strategies, taking into account the marketing of relations regarding the competitiveness of the company, the business attractiveness of partners, and the readiness of consumers, was further developed. Intended for applicants of specialty 075 "Marketing" of all forms of education.