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Application of Socionics in Marketing for Creation of Successful Brands // Tomsk State Pedagogical University Bulletin. 2007. Issue 9 (72). P. 16-20

The article is devoted to the problem of creation of successful brand in conditions of a strong competition among them. The theory tape allows to slightly open secrets of deep motivation of the consumers and to use this knowledge in creation and development of successful brands. The conformity to individuality brand certain tape is recognized by a key component successful of the companies in the market. Socionic opens perspective opportunities for marketing at segmentation of the consumers and development of brand. The theory of socionics gives the complete characteristics to 16 types of the person, which personify all consumers. The expert should know types of each segment, develop and create the stamps of the goods and their image, advertising campaign, effective methods of stimulation separately for every group. With competent use of theoretical development of socionics the experts in the field of marketing are able fully and effectively to satisfy needs of the consumer

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