The essence, purpose and principles of marketing relationships

Elena S. Kiseleva, Vasily V. Yeryomin, Elena V. Yakimenko, Inna V. Krakoveckaya, Sergey V. Berkalov

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Citations (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationProceedings of the 27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020
Subtitle of host publicationFrom Regional Development Sustainability to Global Economic Growth, IBIMA 2016
EditorsKhalid S. Soliman
PublisherInternational Business Information Management Association, IBIMA
Pages2909-2915
Number of pages7
ISBN (Electronic)9780986041969
Publication statusPublished - 2016
Event27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth, IBIMA 2016 - Milan, Italy
Duration: 4 May 20165 May 2016

Publication series

NameProceedings 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

Conference

Conference27th International Business Information Management Association Conference - Innovation Management and Education Excellence Vision 2020: From Regional Development Sustainability to Global Economic Growth, IBIMA 2016
CountryItaly
CityMilan
Period4.5.165.5.16

Keywords

  • Marketing complex
  • Privileged relationship
  • Psychological approach
  • Relationship marketing
  • Relationship marketing principles

ASJC Scopus subject areas

  • Information Systems and Management
  • Business and International Management
  • Management Information Systems

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