RELATIONSHIP MARKETING CONCEPT IN NETWORK BUSINESS CAPITAL MANAGEMENT

Sherstobitova Tatyana Ivanovna, Candidate of economic sciences, associate professor, sub-department
of marketing, Penza State University, tat13392520@ yandex.ru; penzamarketing@mail.ru

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The article touches upon the problem of network capital management of an enterprise. The author gives a definition of network capital, examines its possibilities and preconditions of its formation. It is suggested to use the concept of relationship marketing as a tool for analysis and optimization of network capital.

interaction, network capital, relationship marketing, formation & optimization of network capital.