Abstract:

The definition of the concept of relationship marketing is introduced.The novelty and features of our definition are concluded in relationship marketing vision as ascientific and practical marketing paradigm; the importance of separation of clients out  "golden", "silver" and "bronze"; in the designation a particular group of stakeholders with whom it is important to build a privileged relationship - the state; in the emphasis on the satisfaction of not only a wide range of needs and requirements, but also desires, whims and caprices of customers and other stakeholders, to meeting the needs of not only stakeholders but also society.The hypothesis of a possible emergency transformation of relationship marketing into the concept of "spiritual marketing", the essence of which will be in the presence of harmonious relations between the bodies, minds and souls of the companies and stakeholders is put forward.