APPLICATION OF RELATIONSHIP MARKETING IN BUSINESS PRACTICE IN UKRAINIAN CONDITIONS

Abstract

The article is devoted to substantiating the conditions and peculiarities of applying relationship marketing in the business practice of domestic enterprises, taking into account the specifics of Ukraine, and providing practical recommendations on the directions for implementing this strategic approach in the activities of companies. It is noted that it is aimed at attracting customers with high potential lifetime value, ensuring customer retention through loyalty programs and personalized offers, and contributing to an increase in the average purchase volume and frequen-cy of repeat purchases. The importance of relationship marketing for the efficiency of internal processes through the automation of marketing and service business scenarios is emphasized, which forms the basis for strategic partnership and cooperation. Its purpose and main functions are analyzed as a strategy that shifts the overall focus of the business from one-time sales to creating value throughout the customer's life cycle. The need for stages for the consistent imple-mentation of relationship marketing in the practical activities of companies and ensuring its effective implementation based on an appropriate action plan is emphasized. It has been proven that in Ukraine, the application of relationship marketing covers various activities and industries, ranging from retail and services to B2B communication and manu-facturing enterprises. A comparison of possible areas of practical application of relationship marketing in Ukraine has been made, and the strategic goals of its use in domestic practice have been identified. On this basis, the factors for the successful application of this strategy's tools are identified, including data quality, market segmentation, personaliza-tion and loyalty programs, and maintaining a balance between customer value and the economic efficiency of relation-ship marketing for companies. Particular attention is paid to identifying the risks and dangers faced by domestic enter-prises when applying this strategy at the macro and micro levels. Recommendations are provided on the use of a phased approach to implementing this strategic approach in business management and building modern partnerships.