Development and Application of the Relationship Marketing Concept on the Industrial Market

Kapustina, Larisa; Izakova, Natalya

doi:10.31063/2073-6517/2018.15-2.9

Cited by 2 publications

(2 citation statements)

References 4 publications

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“…The problem of relationship marketing management and evaluation of results is widely discussed by both scientists and business practitioners, but a comprehensive methodological approach to its solution is still under development. The main difficulty lies in establishing the relationship between marketing activities and financial results of the company, the discrepancy between the effect of marketing activities and the period of cost [13].…”

Section: Literature Reviewmentioning

confidence: 99%

Relationship Marketing Management of a Small Industrial Enterprise in B2B Market in The Context of Digital Economy

Izakova¹,

Kapustina²,

Vozmilov³

2019

Proceedings of the 2nd International Scientific Conference on New Industrialization: Global, National, Regional Dimension (SICN

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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.

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Section: Literature Reviewmentioning

confidence: 99%

Relationship Marketing Management of a Small Industrial Enterprise in B2B Market in The Context of Digital Economy

Izakova¹,

Kapustina²,

Vozmilov³

2019

Proceedings of the 2nd International Scientific Conference on New Industrialization: Global, National, Regional Dimension (SICN

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“…What is especially relevant for industrial enterprises, is that social media provide opportunity to focus on the individual customer requests, to respond to these requests in time. It is important since effective customer relationships management is a key factor defining the competitiveness of an industrial enterprise [12]. Personal relationships and interactions between the staff and customers play a fundamental role in both sales and aftersales activities, as the main elements of efficient customer relationship management in the marketing management system of an industrial company [13].…”

Section: Introductionmentioning

confidence: 99%

Performance of Social Media Marketing Communications of Industrial Companies

2021

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Social media activities create additional opportunities for industrial companies to increase sales in industrial markets. The results will be influenced by the intensity of communications and posting online, as well as the content and its integrity. The article analyses current trends, prospects and possibilities of using digital marketing communications in industrial markets. Advantages and disadvantages of social media marketing for industrial companies are identified. The authors propose a methodology for assessing the performance of social media marketing for industrial companies. It includes correlation analysis, one-way ANOVA test and t-test. The authors have conducted a study of social media marketing communications of industrial companies operating in the PVC profile market. Methods of mathematical statistics were used to test the hypotheses about the influence of social media marketing activities on the results of the SEO promotion of industrial companies. Analysis of the marketing communications performance of the PVC profile producers showed that companies with active approach to social media marketing communications have significantly more search queries in the Yandex search engine.

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Development and Application of the Relationship Marketing Concept on the Industrial Market

Cited by 2 publications

References 4 publications

Relationship Marketing Management of a Small Industrial Enterprise in B2B Market in The Context of Digital Economy

Relationship Marketing Management of a Small Industrial Enterprise in B2B Market in The Context of Digital Economy

Performance of Social Media Marketing Communications of Industrial Companies

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