Economic Diagnostics in Environment of Staticized Relationship Marketing

Abstract

Strategic operation of the enterprise of the real sector of Russian economy is one of the most important instruments of protecting its interests, raising to a new development level, consolidating its competitiveness in the long-term. Scientifically substantiated management implies the use of extensive and available instruments including reliable methods of business diagnostics. The article considers the essence and significance of economic diagnostics to ensure smooth functioning of a company. Diagnostics is aimed at detecting weaknesses in the organizational structure as well as identifying and assessing reserves for the development of the company. The paper presents different views on the definition of economic diagnostics and describes the methodology to carry out economic diagnostics that includes three main stages, namely descriptive, analytical and diagnostic synthesis. With this in view, the authors developed a framework for monitoring key competence indicators of the company. In this paper, the authors state that elaborately crafted business ties with partners, clients, suppliers, which is basically referred to as relationship marketing, have a big impact on the functioning of the company at large. To this end, the authors reviewed the structure and principles of relationship marketing and added a corresponding unit to the diagnostic system. Besides, the authors assessed the main parameters of such relationships, followed by the identification of regularities and possible ways of their development.