TY - GEN
T1 - The essence, purpose and principles of marketing relationships
AU - Kiseleva, Elena S.
AU - Yeryomin, Vasily V.
AU - Yakimenko, Elena V.
AU - Krakoveckaya, Inna V.
AU - Berkalov, Sergey V.
N1 - Publisher Copyright:
Copyright © 2016 International Business Information Management Association
Copyright:
Copyright 2017 Elsevier B.V., All rights reserved.
PY - 2016
Y1 - 2016
N2 - The theoretical principles of modern marketing paradigm - relationship marketing are developed. The definition of relationship marketing is given. It is noted that the main aim of relationship marketing is constructing, maintaining and developing the privileged relationship with the company's stakeholders to obtain the mutual benefits and assistance to society. The definition of a privileged relationship is introduced. The concept of relationship marketing principles is clarified and developed: the principle of knowledge and accounting of the relationship factors; the principle of emphasis on creating positive feelings, emotions, feelings and moods; the principle of the new marketing mix. The necessity of the application of psychology in marketing is justified. Given the relationship marketing environment, we propose a new element of the marketing - a psychological approach. Application of psychological approach will allow employees of any company better understand and accurately meet the real needs of customers and other stakeholders.
AB - The theoretical principles of modern marketing paradigm - relationship marketing are developed. The definition of relationship marketing is given. It is noted that the main aim of relationship marketing is constructing, maintaining and developing the privileged relationship with the company's stakeholders to obtain the mutual benefits and assistance to society. The definition of a privileged relationship is introduced. The concept of relationship marketing principles is clarified and developed: the principle of knowledge and accounting of the relationship factors; the principle of emphasis on creating positive feelings, emotions, feelings and moods; the principle of the new marketing mix. The necessity of the application of psychology in marketing is justified. Given the relationship marketing environment, we propose a new element of the marketing - a psychological approach. Application of psychological approach will allow employees of any company better understand and accurately meet the real needs of customers and other stakeholders.
KW - Marketing complex
KW - Privileged relationship
KW - Psychological approach
KW - Relationship marketing
KW - Relationship marketing principles
UR - http://www.scopus.com/inward/record.url?scp=84984614259&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84984614259&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84984614259
T3 - Proceedings of the 27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth, IBIMA 2016
SP - 2909
EP - 2915
BT - Proceedings of the 27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020
A2 - Soliman, Khalid S.
PB - International Business Information Management Association, IBIMA
T2 - 27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth, IBIMA 2016
Y2 - 4 May 2016 through 5 May 2016
ER -