Communicative capital and the development of the marketing of relationships

Abstract

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.

Keywords

• communication capital
• relationship marketing
• communication products
• client capital
• intellectual capital