Developing client-centred marketing programmes in a fragile external environment
The background to this research was global economic instability, the impact of the pandemic and sanctions policies, which have had a negative impact on Russian trading companies. These facts make it necessary to reconsider strategic decisions with regard to adapting marketing planning in a turbulent...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2023-01-01
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| Series: | E3S Web of Conferences |
| Subjects: | |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/40/e3sconf_escp2023_08001.pdf |
| _version_ | 1827878923031019520 |
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| author | Bondarenko Victoria A. Ivanchenko Olesya V. Guzenko Natalia V. Bekbergeneva Dina E. |
| author_facet | Bondarenko Victoria A. Ivanchenko Olesya V. Guzenko Natalia V. Bekbergeneva Dina E. |
| author_sort | Bondarenko Victoria A. |
| collection | DOAJ |
| description | The background to this research was global economic instability, the impact of the pandemic and sanctions policies, which have had a negative impact on Russian trading companies. These facts make it necessary to reconsider strategic decisions with regard to adapting marketing planning in a turbulent external environment. The main purpose of this article is to improve approaches to the formation and implementation of customer-centric marketing programmes of a trade organization. Based on analytical research methods, an adaptive approach to developing a consumer-oriented marketing programme is proposed, taking into account external market opportunities and constraints. Identifies the external environment in which the trade organization operates, which external factors influence it and which of the company's marketing decisions are driven by environmental challenges and risks. The method of grouping marketing activities within a client-centred marketing programme was used. The presented approach to the formation of a customer-centric marketing programme of a trading company solves the issues of timely adaptation to changing market requirements while actively influencing the target consumer within the framework of creating an effective marketing management framework. |
| first_indexed | 2024-03-12T17:58:24Z |
| format | Article |
| id | doaj.art-6577496beb4940248754299f5b1ff02a |
| institution | Directory Open Access Journal |
| issn | 2267-1242 |
| language | English |
| last_indexed | 2024-03-12T17:58:24Z |
| publishDate | 2023-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | E3S Web of Conferences |
| spelling | doaj.art-6577496beb4940248754299f5b1ff02a2023-08-02T13:16:18ZengEDP SciencesE3S Web of Conferences2267-12422023-01-014030800110.1051/e3sconf/202340308001e3sconf_escp2023_08001Developing client-centred marketing programmes in a fragile external environmentBondarenko Victoria A.0Ivanchenko Olesya V.1Guzenko Natalia V.2Bekbergeneva Dina E.3Rostov State University of Economics, Department of Marketing and AdvertisingRostov State University of Economics, Department of Marketing and AdvertisingRostov State University of Economics, Department of Commerce and LogisticsYugra University, High School of Digital EconomyThe background to this research was global economic instability, the impact of the pandemic and sanctions policies, which have had a negative impact on Russian trading companies. These facts make it necessary to reconsider strategic decisions with regard to adapting marketing planning in a turbulent external environment. The main purpose of this article is to improve approaches to the formation and implementation of customer-centric marketing programmes of a trade organization. Based on analytical research methods, an adaptive approach to developing a consumer-oriented marketing programme is proposed, taking into account external market opportunities and constraints. Identifies the external environment in which the trade organization operates, which external factors influence it and which of the company's marketing decisions are driven by environmental challenges and risks. The method of grouping marketing activities within a client-centred marketing programme was used. The presented approach to the formation of a customer-centric marketing programme of a trading company solves the issues of timely adaptation to changing market requirements while actively influencing the target consumer within the framework of creating an effective marketing management framework.https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/40/e3sconf_escp2023_08001.pdfmarketing planningmarketing programmecustomer centric approachmarketing managementtrade organization |
| spellingShingle | Bondarenko Victoria A. Ivanchenko Olesya V. Guzenko Natalia V. Bekbergeneva Dina E. Developing client-centred marketing programmes in a fragile external environment E3S Web of Conferences marketing planning marketing programme customer centric approach marketing management trade organization |
| title | Developing client-centred marketing programmes in a fragile external environment |
| title_full | Developing client-centred marketing programmes in a fragile external environment |
| title_fullStr | Developing client-centred marketing programmes in a fragile external environment |
| title_full_unstemmed | Developing client-centred marketing programmes in a fragile external environment |
| title_short | Developing client-centred marketing programmes in a fragile external environment |
| title_sort | developing client centred marketing programmes in a fragile external environment |
| topic | marketing planning marketing programme customer centric approach marketing management trade organization |
| url | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/40/e3sconf_escp2023_08001.pdf |
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