Relationship marketing: development of theory and practice

The article studies theory and practice of relationship marketing development based on the study theoretical models’ evolution that conceptualize to a certain extent, taking it beyond traditional complex. Further takes place considering modern approaches building relationships between supplier goods services with consumers partners in context further digitalization “internetization” business communications, transformation CRM into CMR strategies companies, network forms organization development, transition from product-centric client-centric structure. prospects for aimed at overcoming risks new organization, collaboration structures strengthening their advantages, affirmation consumer’s role as direct participant creation consumer value markets transformation, well wide spread ecosystems integrating advantages virtual form have been determined, opening opportunities expanding collaborative innovations obtaining synergistic effect result creating additional long-term multilateral relations.