In the article the prospects for the transformation of marketing technologies for managing small businesses into the conditions of a new industrial revolution are analyzed and methodical approach to assessing the effectiveness and degree of achievement of the relationship marketing goals is proposed. The problems and features of marketing of small industrial enterprises in the B2B market are highlighted. The conclusion is made about the relevance of the use of relationship marketing for small industrial enterprises in the B2B market. Four groups of values of industrial customers are identified: economic, technological, social and strategic ones. The 4R Ettenberg relationship marketing management model is specified: Relationship, Retrenchment, Relevance, Reward, on the basis of which a methodology might be developed for assessing the effectiveness of relationship marketing management of a small industrial enterprise in the B2B market, which was tested by Adeplast LLC, a manufacturer of a wide range of profile-molded products from polyvinyl chloride. The conclusion is made about the transformation of marketing technologies for managing small and medium-sized businesses in the direction of digitalization and activation of the marketing of B2B industrial enterprises in the Internet environment.
Assessing the effectiveness of branding is an important task for business, as it allows you to identify the key tools for increasing the company's competitiveness in the market. In times of social distance and limited contacts, the role of social communications for the interaction of a brand with its consumers increases. The article analyzes various approaches to assessing the effectiveness of brand management. A correlation-regression model for assessing the effectiveness of brand management of private medical clinics is proposed. The value of the market share was chosen as an indicator of branding efficiency, as an indicator reflecting the most important results of the company's activities, the level of dominance of the enterprise in the market. As factors influencing the effectiveness of brand management, indicators of the level of brand awareness were selected: "Top-of-mind", "Spontaneous awareness", "Induced awareness". The hypothesis that brand awareness of a medical clinic affects the size of a company's share in the private medical services market has been tested and confirmed. Based on the results of the study, recommendations were formulated on the choice of social communications that have the greatest impact on the formation of awareness and the effectiveness of brand management in the context of the COVID-19 pandemic.
Social media are becoming one of the most important tools for promoting businesses. The scientific problem of the research lies in the fact that there are specific peculiarities in developing an SMM communications strategy in the field of business education in the beauty industry. The authors set the goal of testing the algorithm of developing an SMM communications strategy, assessing its effectiveness, drawing conclusions and making proposals for improving the marketing activities of the company. The three-staged algorithm of launching an SMM strategy for the educational center was proposed and implemented. The effectiveness of the "Beauty Events" SMM communications strategy has been measured.
Building partnerships with consumers in the industrial market, as well as responsible attitude to doing business contribute to companies’ sustainable development, increasing satisfaction not only of consumers, but also of the society as a whole. The article analyzes various approaches to the problem of enterprises’ sustainable development. A method is proposed for identifying criteria that affect the sustainability of industrial companies’ development, including correlation analysis and the contingency table method. The characteristic of the Russian market of pipe products is presented. The hypothesis about the dependence of the industrial enterprises’ sustainability development on the consumers’ satisfaction in the industrial market with the experience of interacting with a supplier has been tested using the method of mathematical statistics. General principles of partnership were formulated based on the results of the study. The implementation of those principles is aimed at increasing company’s stability in the pipe market.
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