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Communications at the Educational Services' Market // Tomsk State Pedagogical University Bulletin. 2003. Issue 5 (37). P. 107-108

In the article the analysis of the marketing commu¬nications' complex is given: advertising, public relations, personal contacts and sale's stimulation. The most important components of the communi¬cation's process at the educational services market are considered. A special attention is paid to the analysis of the edu¬cational services advertising as an effective means of marketing communications. The recommendations concerning the kinds and the content of advertising information about educational services are given in the article.

RELATIONSHIPS AS THE BASIS FOR A NEW PARADIGM OF MARKETING IN THE FOCUS OF "PROVIDER - CONSUMER" // Tomsk State Pedagogical University Bulletin. 2011. Issue 12 (114). P. 23-29

Relationship marketing is designated as a modern paradigm of marketing. At a theoretical level, the importance of building relationships with customers is proved. Customer retention is indicated as a priority compared to their involvement. We propose a number of terms in the relationship. Reviewed and analyzed three models of the stages of relationships. We also identify the classification of the relationships and conditions for the existence of relationships between customers and employees and / or the company itself.

Keywords: relationship marketing, marketing customer relationships, interpersonal relationships, non-personal “matey” relationship, the type of relationship, personal touch