THE ROLE OF RELATIONAL MARKETING IN THE MANAGEMENT SYSTEM OF AN ENTREPRENEURIAL STRUCTURE

UDC 339.13
DOI: 10.36871/ek.up.p.r.2024.09.01.016

Authors

Lidiya V. Rudakova,
Saint-Petersburg State University of Aerospace Instrumentation, St. Petersburg, Russia

Abstract

The article highlights and substantiates the role of relational marketing in the management system of an entrepreneurial structure. Three main approaches to relational marketing are analyzed and justified: North American, European and Scandinavian, which allowed us to define relational marketing and see its new dimension through customer relationship management (CRM) and customer experience management (CEM). The scientific novelty and practical significance of the work lies in identifying the success factors of relational marketing: long-term orientation, reciprocity, reliability, information exchange, flexibility, conflict resolution, moderate impact on the client, which contribute to the management systems of business structures to improve the organization of their client-oriented strategy.

Keywords

relational marketing, management system, business structure, target audience, CRM, CEM.