Marketing and trust: theoretical and applied aspects
The problem of trust occupies a special place in modern economic theory and practice. In particular, it is the concept of trust that increases the realism of economic models. However, at the same time, the operational aspects of building trust in transactions and agreements are still debatable. Thus, in the marketing of relationships, one of the main elements of the stability of strategic alliances is precisely the trust that is included in the descriptive algorithms for building long-term cooperation. However, process formulas of trust developed by marketers often look abstract from the point of view of a variety of contractual situations and features of the structure of agreements. First of all, it concerns the methods of exercising control in the framework of transactions. And in this context, of particular interest is the marketing formatting of the transaction, in which the emergence of trust is conditioned by the transformation of control procedures, the provision of guarantees and information (communications) into sources of additional value. This work is devoted to a review of the conceptual possibilities of building trust in contracts with the help of marketing tools to produce credible commitments, as well as interpreting a number of practical (illustrative) situations in the specified direction.