Developing client-centred marketing programmes in a fragile external environment

Abstract

The background to this research was global economic instability, the impact of the pandemic and sanctions policies, which have had a negative impact on Russian trading companies. These facts make it necessary to reconsider strategic decisions with regard to adapting marketing planning in a turbulent external environment. The main purpose of this article is to improve approaches to the formation and implementation of customer-centric marketing programmes of a trade organization. Based on analytical research methods, an adaptive approach to developing a consumer-oriented marketing programme is proposed, taking into account external market opportunities and constraints. Identifies the external environment in which the trade organization operates, which external factors influence it and which of the company's marketing decisions are driven by environmental challenges and risks. The method of grouping marketing activities within a client-centred marketing programme was used. The presented approach to the formation of a customer-centric marketing programme of a trading company solves the issues of timely adaptation to changing market requirements while actively influencing the target consumer within the framework of creating an effective marketing management framework.