INVESTIGATION OF THE RELATIONSHIP MARKETING CONCEPTION IN THE INTERNATIONAL MARKET
Keywords:
Consumer, index of satisfaction of consumer expectations, goodwill, brand, job stimulation.Abstract
The relationship marketing is considered. It provides the directness of the firm’s marketing activity on the determination of long-term functional, preferred relationships both with the workers of the firm and potential customers (consumers). The interrelations marketing conceptions in the international market are defined. The content and structure of promotion functions and principles of the enterprise’s personnel is showed. They are: economic, social and moral. The model of using of consumer satisfaction, quality of goods and index of satisfaction of consumer expectations of its using is proved.
References
Айвазян С. А., Енюков И. С., Мешалкин Л. Д. Прикладная статистика: исследование зависимостей. – М.: Финансы и статистика, 2009. – 324 с.
Белый Е. М., Барашков С. В. Конкурентоспособность и качество продукции: два уровня управления // Маркетинг. – 2006. – № 4. – С. 29–34.
Булеев А. И. Количественный коэффициент конкурентоспособности товаров и услуг // Маркетинг и маркетинговые исследования в России. – 2007. – № 5. – С. 43–52.
Долинская М. Г., Соловьев И. А. Маркетинг и конкурентоспособность промышленной продукции. – М.: Изд-во стандартов, 2006. – 276 с.
Качалов В., Прудковский Б. По поводу оценки качества // Маркетинг в России и за рубежом. – 2007. – № 2. – С. 28–37.
Коммерческое товароведение и экспертиза / Под ред. Г. А. Волкова и Н. А. Нагапетьянца. – М.: ЮНИТИ, 2008. – 387 с.
Матвіїв М. Я. Методологія та методика маркетингового менеджменту в сфері вищої освіти: Монографія. – Тернопіль: Економічна думка, 2005. – 560 с.
Матвіїв М. Я. Маркетинг знань: методологічний та організаційний аспекти: Монографія. – Тернопіль: Економічна думка, 2007. – 450 с.
Портер М. Конкуренция: Учеб. пособие / Пер. с англ. – М.: Изд. дом «Вильямс», 2005. – 495 с.
Савельєв Є. В., Братко О. С., Матвіїв М. Я. та ін. Новітній маркетинг: Навч. посібник. – Тернопіль: Економічна думка, 2005. – 296 с.
Яновский A. M. Конкурентоспособность товара и производителя продукции в системе рыночной экономики // Стандарты и качество. – 2007. – № 2. – С. 61–71.
Zyman Sergio. The End of Marketing As We Know It // New York: Harper Business. – 1999. – 320 р.
Lenskold James, Marketing ROI: The path to Campaign, Customer, and Corporate Profitability // McGraw-Hill. – 2003. – 236 р.
Мооre J. F. The Death of Competition. – N.Y.: Harper Business, 2007. – 347 p.
Harvard Business Review on Marketing // Harvard Business School Publishing Corporation. – 2002. – 320 р.
Hamel G., Prahalad C.K. Competing for the Future. – Boston: Harvard Business School Press, 2008. – 435 p.
Wills Gordon, Kennedy Sherril H., Cheese John, Rushton Angela. Maximising Marketing Effectiveness // Management Decision. – 1990. – 242 р.
Shaw R. The Economist Improving Marketing Effectiveness: The Methods and Tools That Work Best // The Economist Books. – 2000. – Р. 45–58.
Court С. David, Jonathan W. Gordon, Jesko Perry. Boostingretwnson marketing investment // The McKinsey Quarterly. – 2005. – № 2.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
