BUSINESS & “INDUSTRY 4.0”
THE INFORMATION SYSTEM OF RELATIONSHIP MARKETING IN THE INDUSTRIAL MARKET
The article discusses the importance of information support of marketing activity for industrial enterprises implementing the concept of relationship marketing. The authors analyzed the model of the marketing mix «4C» and «4R» as the most efficient for the relationships with customers. The structure of data flows in the implementation of the «4C» and «4R» models of the marketing mix is presented. It is developed a set of action for the tools included in the model «4R» for the Russian company – the manufacturer profile of polyvinyl chloride construction items. It is concluded that effective information system of management for relationship marketing in the industrial market will maintain a long-term relationship with partners by the creating and supporting a close relevance between the enterpriseand customers.