The Essence, Purpose and Principles of Marketing Relationships

Xehetasun bibliografikoak
Parent link:	Innovation Management and Education Excellence Vision 2020: from Regional Development Sustainability to Global Economic Growth.— 2016.— [P. 2909-2915]
Egile korporatiboa:	Национальный исследовательский Томский политехнический университет (ТПУ) Институт социально-гуманитарных технологий (ИСГТ) Кафедра иностранных языков (ИЯСГТ), Национальный исследовательский Томский политехнический университет (ТПУ) Институт социально-гуманитарных технологий (ИСГТ) Кафедра экономики (ЭКОН), Национальный исследовательский Томский политехнический университет (ТПУ) Институт социально-гуманитарных технологий (ИСГТ) Кафедра инженерного предпринимательства (ИП)
Beste egile batzuk:	Kiseleva E. S. Elena Stanislavovna, Eremin V. V. Vasiliy Vasilievich, Yakimenko E. V. Elena Vladimirovna, Berkalov S. V. Sergey Vitaljevich, Krakovetskaya I. V. Inna Valentinovna
Gaia:	Title screen The theoretical principles of modern marketing paradigm - relationship marketing are developed. The definition of relationship marketing is given. The novelty and features of the author's definition is thatrelationship marketing is a paradigm; it should build, maintain and develop a privileged relationship with the stakeholders of the company; it is advisable to carry out a qualitative segmentation of customers; it is necessary to understand the value of key customers; you need to build relationships not only with customers but also with other stakeholders; it is advisable to denote certain groups of stakeholders - members of the scientific community and the "needy"; fully meet the needs of the stakeholders and society.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 proved. Given the relationship marketing environment, we propose a new element of the marketing mix - 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. Режим доступа: по договору с организацией-держателем ресурса
Hizkuntza:	ingelesa
Argitaratua:	2016
Gaiak:	электронный ресурс труды учёных ТПУ маркетинг
Sarrera elektronikoa:	https://ibima.org/accepted-paper/essence-purpose-principles-marketing-relationships/
Formatua:	Baliabide elektronikoa Liburu kapitulua
KOHA link:	https://koha.lib.tpu.ru/cgi-bin/koha/opac-detail.pl?biblionumber=650936