Data support of marketing management of industrial enterprise relationships

Izakova N.B.1, Timokhina G.S.1, Sysoeva T.L.1
1 Уральский государственный экономический университет

Journal paper

Russian Journal of Entrepreneurship *
Volume 18, Number 24 (December 2017)
* Этот журнал не выпускается в Первом экономическом издательстве

Citation:

Abstract:
The article considers the importance of data support for marketing activity of industrial enterprises implementing the concept of relationship marketing. The authors analyze the marketing mix model "4C" and "4R" as the most efficient for the relationships with customers. We suggest the data flows diagrams in the implementation of the "4C" and "4R" models of marketing mix. We’ve developed the measures for the tools of model "4R" for the Russian company (manufacturer of polyvinyl chloride items). We conclude that effective data support of relationship marketing management in the industrial market allows maintaining long-term partnerships with partners through creating and maintaining a close relevance between the enterprise and customers.

Keywords: relationship marketing, data support, industrial market, marketing mix complex

JEL-classification: M31, L69, C81

Highlights:

  • • при переходе от традиционного маркетинга к концепции маркетинга взаимоотношений система маркетинговой информации нуждается в перестройке;
  • • ключевая роль маркетинговой информационной системы организации состоит в своевременном и обоснованном принятии маркетинговых решений;
  • • структура информационных потоков строится с учетом наполнения информацией всех инструментов комплекса маркетинга;
  • • разрабатывая комплекс маркетинга на основе анализа собранной информации, необходима трансформация функций всех подразделений предприятия, в деятельности которых на первое место выходят потребительские предпочтения.

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