Strategic Areas of Partner Relationships Marketing for IT Company under Crisis Conditions

Abstract

The Russian IT market is in crisis. The reason is a complex geopolitical environment and a national economic policy, resulting in a low ruble exchange rate, the absence of low-interest credits, general economic decline, reduction of IT companies' budget, sanctions. The decline of the IT service market for 2015 exceeded the values forecast by IDC analysts (International Data Corporation) by virtually two times. Properly selected marketing strategies can provide a way out from this difficult situation. To keep its strong positions at the IT service market, the company can use a strategy to develop partner relationships on the basis of the following basic principles: orientation towards partner business interests, boosting a loyal attitude to clients; entering new prospective markets; broadening the business geography due to the development of a network of IT branches in the regions.