Proceedings of the 2nd International Scientific conference on New Industrialization: Global, national, regional dimension (SICNI 2018)

Relationship Marketing Management of a Small Industrial Enterprise in B2B Market in The Context of Digital Economy

Authors
N.B. Izakova, L.M. Kapustina, I.D. Vozmilov
Corresponding Author
N.B. Izakova
Available Online January 2019.
DOI
https://doi.org/10.2991/sicni-18.2019.71How to use a DOI?
Keywords
marketing of small industrial enterprises, performance, digital marketing
Abstract
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.

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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  -