Communicative capital and the development of the marketing of relationships
DOI:
https://doi.org/10.17308/econ.2022.4/10593Keywords:
communication capital, relationship marketing, communication products, client capital, intellectual capitalAbstract
Subject. Modern development of business under rapid changes in markets and the use of end-to-end digital technologies requires a new approach to relationships with customers and clients and new ways of communication with them. As a result, a study of resources that are necessary to ensure the effective process of the organisation of relationships and formation of communicative capital becomes important.
Objectives. Conceptualising the “communicative capital” category, determining its main properties and functions, structural elements, formation stages, its role in the development of long-term relationships with customers in modern conditions.
Methodology. We used systemic and institutional research methods. An approach was suggested for the analysis of communicative capital as an intangible asset that is a part of the intellectual capital.
Conclusions. In the course of the study we formulated the authors’ definition of the essence of the “communicative capital” category, revealed its properties and functions, described the stages of the formation of communicative capital, and the creation and application of communicative products. We also found the interrelation between human and intellectual capital. The suggested approach can be used by the companies in order to form a marketing strategy aimed at long-term effective relationships with customers and the choice of most suitable means of the implementation of loyalty marketing.
Downloads
References
Aaker, D. (2003) Creating strong brands. M.: Grebennikov Publishing House.
Dvoryashina, M.M. (2017) Development of a strategy for managing client assets of the company. Manager. 1(65). 29-33.
Dekalov, V.V. (2017) Communicative capital: conceptualization of the concept // Bulletin of St. Petersburg State University. Sociology. 10(4). 397-409. DOI: 10.21638/11701/spbu12.2017.
The communicative capital of the digital age: materials of the International scientific online conference with international participation. (2021). Moscow: MAX Press.
Cohen, J. A. (2012) Intangible assets. Evaluation and economic benefit. Moscow: Laboratory Books. Access mod
Maksimov, A.A. (2021) Information society as a growth factor of the communicative capital of a modern organization. Communicative capital of the digital era: materials of an International scientific online conference with interna-tional participation. - Moscow: MAKS Press. 101-112.
Melentyeva, N.I. (2007) Communicative capital and interaction marketing in the modern economy. Proceedings of the St. Petersburg State University of Economics. 1. 56-70.
Prosvirina, I.I., Ivanov, A.E., Ostapenko, G.F., Shirshikova, L.A. (2018) Comparative analysis of the dynamics of investments of Russian enterprises in in-tellectual and fixed capital // Economic analysis: theory and practice. 17(1). 131-148.
Skobeleva, I.P., Legostaeva, N.V. (2017) Transformation of the financial architecture of integrated business in a crisis // Influence of science on innovative development: collection of articles of the International Scientific and practical Conference, Yekaterinburg). - Ufa: Moscow OMEGA SCIENCES. 127-130.
Fomicheva, I.D. (2017) Media capital and its composition. Mediascope. 2.
Hanushek, E., Wessmann, L. (2022) Intellectual capital in different coun-tries of the world. Education and economic theory of growth. Moscow: Publishing House of the Higher School of Economics.
Edvinson, L. (2005) Corporative longitude. Navigation in the knowledge–based economy. Moscow : INFRA-M.
Blattberg, R., Deighton, J. (1996) Manage Marketing by the Customer Equity Test. Harvard Business Review. 74 (July–August). 136–144.
Blattberg, R., Getz, G., Thomas, J. (2001) Customer equity: Building and managing relationships as valuable. Boston, MA: Harvard Business School Press.
Dean, J. (2010) Blog Theory. Cambridge, Malden, Polity Press.
Dean, J. (2005) Communicative Capitalism: Circulation and the Fore-closure of Politics // Cultural Politics. 1(1). 51–74.
Jeffres, L., Jian, G., Yoon, S. (2013) Conceptualiz-ing Communication Capital for a Changing Environment // Communica-tion quarterly. 61(5). 539-563.
Gupta, S., Lehmann, D. Customers as Assets (2003) Journal of Interac-tive Marketing 17, no. 1 (winter 2002): 9–24. (Winner of Journal of Interactive Marketing. Best Paper Award.) Journal of Interactive Marketing 17(1):9 – 24. DOI: 10.1002/dir.10045.
Kolbe L. M., Österle, H., Brenner, W. (2003) Customer Knowledge Management: Kundenwissen erfolgreich einsetzen Springer Berlin Heidelberg.
Malmelin, N. (2007) Communication capital: Modelling corporate communications as an organizational asset. Corporate Communications: An Inter-national Journal. 12 (3). 298-310. DOI: 10.1108/13563280710776888.
Palmatier, R., Steinhoff L. (2019) Relationship marketing in the digital age. London : Routledge. DOI: 10.4324/9781315143583
Persson, A., Ryals, L. (2010) Customer assets and customer equity: Management and measurement issues // Marketing Theory. 10(4). 417-436. DOI: 10.1177/1470593110382828.
Rust, R. T., Lemon, K., Zeithaml, V. (2004) Return on marketing: Us-ing customer equity to focus marketing strategy. Journal of Marketing 68, 109-127.
