THE ROLE AND SIGNIFICANCE OF RELATIONSHIP MARKETING IN THE CONTEXT OF MODERN BUSINESS DEVELOPMENT

Relationship marketing can be defined as the continuous process of discovering and creating new value together with individual buyers and sharing the benefits of this collaboration among the participants. Relationship marketing allows you to focus on target customers, study their requirements and present a personalized competitive offer, meeting their needs as much as possible. Given the following benefits, a detailed study of the concept of relationship marketing is essential for business professionals. It gives companies certain competitive advantages and stability to adapt to market situations. The implementation of relationship marketing is a necessary step in the gradual development of a business, so in order to develop a serious and sustainable business, it is necessary to study the advantages it provides and realize the need for the required changes.