Relationship Marketing Management of a Small Industrial Enterprise in B2B Market in The Context of Digital Economy
N.B. Izakova, L.M. Kapustina, I.D. Vozmilov
Available Online January 2019.
- https://doi.org/10.2991/sicni-18.2019.71How to use a DOI?
- marketing of small industrial enterprises, performance, digital marketing
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - N.B. Izakova AU - L.M. Kapustina AU - I.D. Vozmilov PY - 2019/01 DA - 2019/01 TI - Relationship Marketing Management of a Small Industrial Enterprise in B2B Market in The Context of Digital Economy BT - Proceedings of the 2nd International Scientific conference on New Industrialization: Global, national, regional dimension (SICNI 2018) PB - Atlantis Press SP - 349 EP - 354 SN - 2352-5398 UR - https://doi.org/10.2991/sicni-18.2019.71 DO - https://doi.org/10.2991/sicni-18.2019.71 ID - Izakova2019/01 ER -