Elena Semernikova

The paper describes the role of partnerships in the work of small businesses. Emphasis is placed on main-taining a customer base and building customer loyalty programs to increase market sustainability of the business.

The article describes the theoretical aspects of the essence of marketing partnerships. Emphasis is placed on the rationale for the approach to the integrated definition of this type of marketing.

The article presents a comparative analysis of approaches of various authors are provided understanding of essence of the term "customer focus", a basic principles of reference of the credit organization to the customer-oriented organization are considered.