LOYALTY MARKETING AS AN INNOVATIVE CONCEPT OF UP-TO-DATE MARKETING
The article discusses the prospects for small business development in the system of new competitive relations, taking into account both the transnational character of the world economy system, and the issues related with a new concept of marketing under conditions of globalizing economy and a new competitive situation (i.e., loyalty marketing). The authors prove that loyalty marketing is conceptually based on both socio-ethic marketing and relationship marketing, being their integral form. Loyalty marketing is becoming a new philosophy of running a business primarily for small or micro-business companies