The relevance of relationship marketing model for hair salon’s competitiveness: a theoretical perspective

The article analyzes innovation communications (InCo) as a factor for the innovation networks development. It is shown that the necessity to use InCo practice is due to the complexity of processes in high-tech sectors and the relevance of the development of appropriate organizational and economic tools for marketing relations. The main goals of the innovation networks development are determined. In the context of the study of factors for the innovation networks development, the role of relationship marketing, which involves the constructing long-term mutually beneficial relations with key partners of the economic entity, should be noted. It is determined that relationship marketing acts as a tool for practical implementation of the concept of joint creation of value in modern institutional forms of interaction in the innovation system (innovation networks, in particular virtual, international clusters, alliances, etc.). It was emphasized that in order to achieve the network aspect of innovation development of the economy, it is necessary to use models of open innovation, that is, combining efforts of economic entities in the scientific and technical field and exchange of operating results. The main communication problems, which cause the blocking of innovation development are determined. The analysis made it possible to distinguish between the groups of methods and mechanisms that are most often considered in the InCo practice. InCo practices are considered in terms of the possibility of organizing and self-regulating systems.

This article deals with trends in the development of marketing activities in the tourism market. In the field of tourist marketing should be considered in two aspects: the first aspect is a system focused on the strategy and tactics of active adaptation to the changing requirements of the tourist market; and the second aspect is the interaction of the main market elements: consumer, product, price, advertising, sales, etc. One of the types of services in tourism, which is expanding is marketing. In facts it affects the interests of every person and every organization in any given market. Marketing of tourism in the international sphere in comparison with other areas where all methods and approaches of marketing activities are actively used, remains at a lower level, of use in the promotion of tourist destination despite the fact that tourism seems to be a popular way of recreation for more than a decade. The aim of the article is to analyze the in the main tendencies in the development of the use of marketing technologies in the tourism industry services on the basis of the modern market conditions as well as the study of integrated methods of promotion of tourist destinations.

For the last decade, the Korean beauty market has skyrocketed in terms of sales. Despite differences in usage steps, culture, and geography, Korean beauty products are the fastest-growing market segment in Indonesia. In addition, they are aimed primarily at millennial consumers. Therefore, this study looked at the effect of the brand-consumer relationship on the experience of Korean beauty products in Indonesia. The research sample consisted of millennial female users. As a result, 255 valid responses were obtained. Using SEM Lisrel, the study revealed that all study hypotheses were accepted. All the variables had a significant influence on each other. Notably, brand commitment had the strongest impact, and it was significantly related to and contributed more to brand love. The contribution of this brand-consumer relationship stems from the fact that brand commitment is more consistent in achieving brand love than brand experience. Furthermore, it was found that brand experience is more subjective, resulting in irrational consumer behavior toward brand love.