Principles of marketing of relationship of engineering companies innovative projects

Abstract

Introduction. Relationship marketing is a new marketing approach, With its help the development and commercialization of innovative project is done by establishing long-term, mutually beneficial relationship with business marketing environment through an integrated set of marketing tools influence on their market interaction.

The purpose of the article is to define the principles and tools of relationship marketing and to their use by the innovative projects of engineering enterprises.

Results. The article discusses various definitions of relationship marketing principles and their interpretation by the scientists. It is proved that the commercial success of an innovative projectis based on the basic principles of marketing relationships, including: objectivity (the ability to assess the situation); openness (the parties have the necessary information to make decisions); trust (it reflects the level of confidenceof one partner in the honesty and integrity of the other; it  is a constructive element in business relations for many years); reciprocity (the interests of all parties must be the same); attraction (it promotes better understanding of the needs of its partners / customers, strengthen ties and establish a long and mutually beneficial relationship); duties (the partners must ensure to each other the development of long term relationships).

The organizational problems of creation of innovative projects and types of "marketing myopia"  are detrmined. The application of tools of crowdsourcing and crowdfunding as new expressions of relationship marketing innovative projects while involving potential users into the process of development and taking out the innovations to the market. In this regard there is an increasing importance of Internet promotion, which significantly enhances the innovation of information-analytical, expert, organizational and marketing support. In this context, the importance and potential of social media marketing which provides the effective management of relationships with investors and buyers of the product of innovation on the basis of feedback should be considered. It turns out the need for the initiators of the project to focus on social networks as massive and concentrated community of consumers and very effective marketing channel of relationships between the project team, investors and consumers.