Year of Graduation
Relationship marketing model: possibilities and prospects of its employment in the Russian market.
Faculty of Management
Key words: relationship marketing, transactional marketing, marketing practices, Contemporary marketing practices (CMP), ICT.Relevance of the theme of master's thesis is related to the process of rethinking marketing in the second half of the XX century, which was associated with the shift of the focus on the consumer's needs and emotions, relationships with them. The process of a gradual transition from transactional marketing model based on relationship marketing, which focuses on long-term cooperation, maintaining and developing mutually beneficial relationships not only with customers but also with key partners, has started in business environment in developed countries.The objective of the work is to identify possibilities and perspectives of relationship marketing in the Russian market in the ICT industry. To implement it, it seems necessary to solve the following problems.to formulate features of relationship marketing in comparison with transactional marketing approach in relation to services;to describe the marketing practices of Russian companies based on the study "Contemporary marketing practices in Russia";to systematize the mechanisms of interaction between enterprises of the ICT sector and consumers;to consider in detail the tools used by Tele2, as part of the attitudinal model of marketing;to formulate possibilities and perspectives of relationship marketing in the Russian market.The object of the study is the information and communication technology (ICT) companies, representing small, medium and large businesses in Russia with offices in Moscow. The subject of this research - marketing practices of the ICT companies that operate in the Russian market.The theoretical basis of the study consists of the works of the following authors: C. Grenroos, E. Gummesson, L. Berry, P. Eiglier, E. Langeard, D. Rathmel, D. Ballantyne, R. Morgan, S. Hunt, J. Sheth, A. Parvatiyar, R. Varga, R. Lasch, G. Bagiyev, S. Kusch, O. Tretiyak, V. Cherenkov, O. Yuldasheva, etc.The master thesis consists of an introduction, three chapters, conclusion, bibliography and appendices. The work has 110 pages, including 8 tables and 8 figures. The list of references includes 58 titles, including 36 in English.The introduction specifies the relevance of the theme, the purposes of work and formulates its objectives.The first chapter explains the theoretical foundations of relationship marketing, formulates the features of the relational approach to marketing applicable to the services sector.The second chapter focuses on the description of the methodology and results of an international study "Contemporary marketing practices" conducted in Russia by the HSE, wherein the author was involved collecting empirical data. The third chapter is devoted to the analysis of qualitative research of the marketing practices of the companies from the field of information and communication technologies (ICT), the identification of possibilities and prospects of relational marketing in the industry. The author studies the structure of the ICT industry, analyze the mechanisms of interaction with consumers in the surveyed companies, investigate the tools within the relationship marketing model using an example of a telecommunications company.The theoretical result of the work is the formulation of the relationship marketing model features, its visualization. The empirical results of the work are the study of the marketing practices of the ICT companies and formulation of the possibilities and prospects of this approach in this industry in the Russian market.