RELATIONSHIP MARKETING: A LOOK AT THE CONTENT OF THE CONCEPT FROM THE STANDPOINT OF PHILOSOPHY AND POLITICAL ECONOMY

Abstract

The article presents a theoretical analysis of the content of relationship marketing, the essence of which is to create a relationship of trust and cooperation between the subjects of market interactions, including in terms of improving the consumer properties of goods, developing fundamentally new models of them. In this case, consumers become co-authors of goods produced by manufacturers, their promotion to the market, etc. The article attempts a deeper understanding of the content of the essence of relations in the field of economics and marketing from the perspective of fundamental sciences. Thus, the relations in the article are considered as an entity that determines the economic behavior of market participants in general and the consumer behavior of buyers in particular. The content of various types of relations is analyzed: socio-economic, industrial, consumer, loyalty relations. The relations are considered in comparison with the dynamics of the development of the productive forces of society that determine them, and in the context of the content of marketing tasks focused on the formation of loyal consumer relations to the goods of specific manufacturers and to the producers themselves. At the same time, loyalty relations are considered in two guises: firstly, in the light of staff loyalty to the company; and, secondly, in the light of consumer loyalty to the manufacturer.