Izakova, N. B., & Kapustina, L. M. (2019). A Conceptual Model of Marketing Management for a Small Industrial Enterprise. Zhurnal ekonomicheskoj Teorii [Russian Journal of Economic Theory], 16(4), 796-809
Effective marketing management is recognised as a factor increasing the competitiveness of small industrial enterprises in the face of increasing market competition. The problem of choosing a marketing management model for achieving the strategic and tactical goals of a company appears to be of particular relevance. This article is devoted to the problem of developing a marketing management system for a small industrial enterprise in the B2B market based on the concept of relationship marketing. Theoretical approaches to marketing management in relation to small industrial enterprises and the content of the 4R model of E. Ettenberg were considered. The proposed approach to the formation of a conceptual model of marketing management of a small industrial enterprise based on the concept of relationship marketing involved the use of the SOSTAC methodology (Situation analysis, Objectives, Strategy, Tactics, Action, Control). Compared to existing models, the proposed conceptual model of marketing management includes such blocks, as the complex of 4R relationship marketing, marketing goals for business prospects by R. Kaplan and D. Norton, a balanced system of marketing indicators and performance indicators of relationship marketing. The advantage of the proposed conceptual model consists in the integration of marketing management into the general management system of a small industrial enterprise, information and analytical support for management solutions, development of a strategic portfolio of managing relationships with key consumers based on their values. The distribution of marketing functions by the elements of the 4R relationship marketing complex is presented within the organisational structure of a small industrial enterprise.