USING MUTUAL MARKETING FOR CONSTRUCTING THE ORGANIZATION OF THE FUTURE
- Authors: Bezdudnaya A.G.1, Gerasimov K.B.2
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Affiliations:
- Saint- Petersburg State University of Economics
- Samara National Research University
- Issue: Vol 9, No 3 (2018)
- Section: MARKETING
- URL: https://journals.ssau.ru/eco/article/view/6684
- DOI: https://doi.org/10.18287/2542-0461-2018-9-3-%25p
- ID: 6684
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Abstract
In the period of uncertainty of needs, the most appropriate way for the current situation is to carry out practical studies with the aim of realizing values and detecting surprises that bring about the implementation of hypothetical operations in the market. The article considers constructive approaches to the use of mutual marketing in organizations. These approaches are crucial in the organization’s future-oriented activity in the formation of loyal customers. The study allows organizations to define their intentions as a strategic plan, based on an objective study of the client’s lifestyle and consumption trends, to plan specific marketing activities that should contribute to the creation of new market values.
Keywords
About the authors
Anna Geroldovna Bezdudnaya
Saint- Petersburg State University of Economics
Author for correspondence.
Email: lioner97@mail.ru
Kirill Borisovich Gerasimov
Samara National Research University
Email: lioner97@mail.ru
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