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The Role of Relationship Marketing in Increasing the Profitability of the Organization on the B2B Market

Author: Natalia B. Izakova, Sr. lecturer of Marketing & International Management Dept; Tatyana B. Minina, Cand. Sc. (Econ.), Prof. of Marketing & International Management Dept.

Abstract: Increasing complexity of marketing activity leads to the need to find new, more effective tools, one of which is relationship marketing. Transition to relationship marketing creates conditions for boosting profitability. One of the most significant factors behind improved profitability of an organization on the B2B market is the introduction of a new approach to the formation of customer-oriented personnel, namely Love-marketing into a system of relationship marketing. It is essential to invest considerable effort to create conditions that foster employee’s pride, devotion and love for his organization which will subsequently result in company’s enhanced profitability and competitiveness in the market.

Keywords: relationship marketing; consumer; B2B market; marketing system of interaction; Love-marketing; customer-oriented approach; profitability.