RELATIONSHIPS AS THE BASIS FOR A NEW PARADIGM OF MARKETING IN THE FOCUS OF "PROVIDER - CONSUMER"

Kiseleva E. S., Mikitina L. V.

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Relationship marketing is designated as a modern paradigm of marketing. At a theoretical level, the importance of building relationships with customers is proved. Customer retention is indicated as a priority compared to their involvement. We propose a number of terms in the relationship. Reviewed and analyzed three models of the stages of relationships. We also identify the classification of the relationships and conditions for the existence of relationships between customers and employees and / or the company itself.

Keywords: relationship marketing, marketing customer relationships, interpersonal relationships, non-personal “matey” relationship, the type of relationship, personal touch

( 1.29 MB ) ( 697.22 kB )

Issue: 12, 2011

Series of issue: Issue 12

Rubric: Economics

Pages: 23 — 29

Downloads: 864