Relationship marketing: development of theory and practice
The article studies theory and practice of relationship marketing development based on the study of theoretical models’ evolution that conceptualize relationship marketing to a certain extent, taking it beyond traditional marketing complex. Further development takes place considering modern approach...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Publishing House of the State University of Management
2023-09-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/4652 |
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| author | L. P. Steblyakova E. A. Vechkinzova E. V. Krasnov |
| author_facet | L. P. Steblyakova E. A. Vechkinzova E. V. Krasnov |
| author_sort | L. P. Steblyakova |
| collection | DOAJ |
| description | The article studies theory and practice of relationship marketing development based on the study of theoretical models’ evolution that conceptualize relationship marketing to a certain extent, taking it beyond traditional marketing complex. Further development takes place considering modern approaches to building relationships between a supplier of goods and services with consumers and partners in the context of further digitalization and “internetization” of business communications, transformation of CRM into CMR strategies of companies, network forms of business organization development, and transition from a product-centric to a client-centric structure. The prospects for relationship marketing development aimed at overcoming risks of new forms of organization, collaboration of business structures and strengthening their advantages, affirmation of consumer’s role as a direct participant in the creation of consumer value in consumer markets transformation, as well as wide spread of business ecosystems integrating the advantages of virtual business and a network form of organization have been determined, opening new opportunities for expanding collaborative innovations and obtaining a synergistic effect as a result of creating additional consumer value and building long-term multilateral relations. |
| format | Article |
| id | doaj-art-728a42d6c3a644f090121b88b03b3477 |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2023-09-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-728a42d6c3a644f090121b88b03b34772025-02-04T08:28:17ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152023-09-0108647310.26425/1816-4277-2023-8-64-732863Relationship marketing: development of theory and practiceL. P. Steblyakova0E. A. Vechkinzova1E. V. Krasnov2State University of ManagementState University of ManagementState University of ManagementThe article studies theory and practice of relationship marketing development based on the study of theoretical models’ evolution that conceptualize relationship marketing to a certain extent, taking it beyond traditional marketing complex. Further development takes place considering modern approaches to building relationships between a supplier of goods and services with consumers and partners in the context of further digitalization and “internetization” of business communications, transformation of CRM into CMR strategies of companies, network forms of business organization development, and transition from a product-centric to a client-centric structure. The prospects for relationship marketing development aimed at overcoming risks of new forms of organization, collaboration of business structures and strengthening their advantages, affirmation of consumer’s role as a direct participant in the creation of consumer value in consumer markets transformation, as well as wide spread of business ecosystems integrating the advantages of virtual business and a network form of organization have been determined, opening new opportunities for expanding collaborative innovations and obtaining a synergistic effect as a result of creating additional consumer value and building long-term multilateral relations.https://vestnik.guu.ru/jour/article/view/4652relationship marketingcrmcmrcollaborative innovationsnetwork forms of business organizationbusiness ecosystemssynergetic effect |
| spellingShingle | L. P. Steblyakova E. A. Vechkinzova E. V. Krasnov Relationship marketing: development of theory and practice Вестник университета relationship marketing crm cmr collaborative innovations network forms of business organization business ecosystems synergetic effect |
| title | Relationship marketing: development of theory and practice |
| title_full | Relationship marketing: development of theory and practice |
| title_fullStr | Relationship marketing: development of theory and practice |
| title_full_unstemmed | Relationship marketing: development of theory and practice |
| title_short | Relationship marketing: development of theory and practice |
| title_sort | relationship marketing development of theory and practice |
| topic | relationship marketing crm cmr collaborative innovations network forms of business organization business ecosystems synergetic effect |
| url | https://vestnik.guu.ru/jour/article/view/4652 |
| work_keys_str_mv | AT lpsteblyakova relationshipmarketingdevelopmentoftheoryandpractice AT eavechkinzova relationshipmarketingdevelopmentoftheoryandpractice AT evkrasnov relationshipmarketingdevelopmentoftheoryandpractice |