The article considers the importance of data support for marketing activity of industrial enterprises implementing the concept of relationship marketing. The authors analyze the marketing mix model "4C" and "4R" as the most efficient for the relationships with customers. We suggest the data flows diagrams in the implementation of the "4C" and "4R" models of marketing mix. We’ve developed the measures for the tools of model "4R" for the Russian company (manufacturer of polyvinyl chloride items). We conclude that effective data support of relationship marketing management in the industrial market allows maintaining long-term partnerships with partners through creating and maintaining a close relevance between the enterprise and customers.
Highlights:
•during the transition from traditional marketing to the concept of relationship marketing, the marketing information system needs to be restructured;
•the key role of the organization's marketing information system is to make timely and valid marketing decisions;
•the structure of information flows is built taking into account the content maintenance of all marketing complex tools;
•when developing a marketing complex on the basis of the analysis of the collected data, we need the transformation of functions of all divisions of the enterprise in activity of which the consumer preferences are central.
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