Dunin Maksym, PhD student, National University of Life and Environmental Sciences of Ukraine, Kyiv, Ukraine

ORCID: 0009-0009-4745-3852
e-mail: 95dunin@gmail.com

Kovalenko Nataliia, PhD in Economics, Associate Professor of the Department of Administrative Management and Foreign Economic Activity, National University of Life and Environmental Sciences of Ukraine, Kyiv, Ukraine

ORCID: 0000-0003-0621-8214
e-mail: nperederiy@nubip.edu.ua

Adapted Methodology of Relationship Marketing Management within the Implementation of the Holistic Marketing Concept at Enterprises

Abstract. Introduction. The article considers the conceptual transformation of marketing paradigms in response to the growing complexity of the global business environment and the total digitalization of social interactions. The necessity of transitioning from discrete buying-selling operations to a comprehensive system of sustainable partnership support is highlighted. Traditional approaches, which prioritize short-term financial results over long-term stakeholder loyalty, are proven to be insufficient within the framework of the holistic marketing concept. The problem of «interaction gaps» during periods of low purchasing activity is defined as a critical factor leading to decrease in trust and the loss of competitive advantages.

Purpose. The aim of the study is the theoretical substantiation and development of an adapted methodology for the management of relationship marketing based on holistic principles. The research focuses on integrating psychological models of interaction and digital mediators to ensure the continuity of value formation.

Results. An original four-stage methodology for managing marketing relationships is proposed. The structural components of the partnership environment are specified using the sociological Convoy Model Theory, which allows for the differentiation of stakeholders based on their strategic proximity to the enterprise. The importance of the «inner circle» of strategic partners is emphasized, where the transition to value co-creation occurs. The role of personnel as active subjects of relationship formation is described, and the convergence of internal corporate values with external communication promises is substantiated. Special attention is paid to the implementation of relationship maintenance strategies, where the mechanism of pro-active reminder management is defined as a tool for overcoming communication gaps. The functions of social media and digital platforms as mediators of interaction are highlighted, ensuring the effect of brand presence regardless of the frequency of current operations. The transformation of emotional attachment into stable behavioral cooperation is confirmed as the highest form of loyalty in a holistic management system.

Conclusions. The transition to a model of continuous partnership support is confirmed as a fundamental requirement for the strategic sustainability of modern enterprises. The practical significance of the developed methodology is defined by its ability to provide a systematic approach to bridging communication gaps and building long-term relational capital. The prospects for further research are identified in the field of analyzing the impact of artificial intelligence on the personalization of partnership interaction and the ethical aspects of using psychological models in the digital marketing environment.

Keywords: management of relationship marketing; holistic marketing; strategic partnership; convoy model; communication gaps; employee engagement; digital marketing ecosystems.

References:

1. Akhgari, M., & Bruning, E. (2024). How attitudes translate to loyalty: an integrative model in service relationship marketing. Journal of Relationship Marketing, 23, 4, 356-391. https://doi.org/10.1080/15332667.2024.2368323.
2. Borishade, T., Ogunnaike, O., Kehinde, O., & Aka, D. (2022). Relationship marketing and loyalty of mobile phone customers. Innovative Marketing, 13, 3, 38-47. http://dx.doi.org/10.21511/im.18(3).2022.04.
3. Chau, A., & James, E. (2025). Relationship marketing and customer retention in Hong Kong’s dynamic retail market. International Journal of Management & Entrepreneurship Research, 7, 8, 645-660. https://doi.org/10.51594/ijmer.v7i8.2001.
4. Góralczyk, M. (2022). Relationship marketing from the perspective of employees (comparison analysis). Central European Review of Economics & Finance, 38, 3, 61-77. https://doi.org/10.24136/ceref.2022.012.
5. Johanesová, V., & Vaňová, J. (2020). What is relationship marketing and how to use it to connect with your customers. Research Papers Faculty of Materials Science and Technology in Trnava, 28, 46, 29-35. https://doi.org/10.2478/rput-2020-0004.
6. Kanapathipillai, K., & Mahbob, N. (2021). The impact of relationship marketing on customer loyalty in the tour and travel companies in Malaysia during COV-19 pandemic: parallel mediation of social media and relationship quality. European Journal of Management and Marketing Studies, 6, 4, 17-47. http://dx.doi.org/10.46827/ejmms.v6i4.1144.
7. Pilny, H., & Siems, F. (2019). Maintenance strategies and long-distance relationships: an adaption of theories from interpersonal relationship research to marketing. Journal of Relationship Marketing, 18, 4, 309-323. https://doi.org/10.1080/15332667.2019.1648938.
8. SuperOffice (2024). Relationship marketing: how to put the spotlight on relationships in business. https://www.superoffice.com/blog/relationship-marketing/
9. Riley, J., & Nicewicz-Scott, K. (2025). The impact of technology on a firm’s relational ecosystem: revisiting relationship marketing in the modern age. Journal of Relationship Marketing, 24, 3, 173-192. https://doi.org/10.1080/15332667.2025.2472512.
10. Rosário, A., & Casaca, J. (2023). Relationship marketing and customer retention – a systematic literature review. Studies in Business and Economics, 18, 3, 44-66. https://doi.org/10.2478/sbe-2023-0044.
11. Saath, M., Schönitz, M-S., Siems, F., & Papen, M-C. (2018). Benefits of convoy model theory for explaining and controlling business-to-customer relationships. Journal of Relationship Marketing, 17, 4, 292-310. https://doi.org/10.1080/15332667.2018.1534061.