WAYS TO IMPROVE THE USE OF MARKETING SERVICES IN BUSINESS RELATIONSHIPS

Abstract

The article is devoted to the use of the business relationship marketing concept in the services market. The author proposes a block-module structure of the relationship marketing development process in activities. The article presents the results of the scientific and practical substantiation of the relevance of using the concept of business relationship marketing in modern market conditions 
and determines the content and factors of customer loyalty. The presence of overlapping areas is the result of the lack of clear boundaries between the areas of application of different marketing tools, which indicates the possibility of their joint use. These approaches to understanding business relationship marketing are not mutually exclusive, but rather complementary.