title: ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¼ÐµÑÐ¾Ð´Ð¾Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ ÐºÐ°Ð¿Ð¸ÑÐ°Ð»Ð° Ð² ÐºÐ¾Ð½ÑÐµÐºÑÑÐµ Ñ Ð¾Ð»Ð¸ÑÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Research of the methods of social capital formation in the context of holistic marketing
Creators: name: Ð¡Ð°ÑÐ°ÐµÐ², ÐÐ°Ð²ÐµÐ»
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2019
Subjects: ÑÐ¾ÑÐ¸Ð°Ð»ÑÐ½ÑÐ¹ ÐºÐ°Ð¿Ð¸ÑÐ°Ð»
Ñ Ð¾Ð»Ð¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐµÑÐµÑÐ°Ð»ÑÐ½Ð°Ñ Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ð°
Ð¿Ð°ÑÑÐ½ÐµÑÑÐºÐ¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³

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description: The object of the study is the term "social capital". Social capital is viewed in the context of holistic marketing. It is necessary to give a clear interpretation of this term. It is necessary to understand how social capital is
implemented in the external environment of the enterprise.
The paper investigates scientific articles on similar topics. Existing surveys are analyzed and a synthesis takes place to formulate the definition of the term âsocial capitalâ. The existing experience of companies in the
field of referral marketing is investigated. The algorithm and calculation formulas in the context of referral marketing are compiled using expert method.
The paper defines the term âsocial capitalâ; related concepts are analyzed; analyzed the terms "referral system", "affiliate marketing", " multilevel marketing"; highlights key differences in these terms; analyzed the
experience of companies in these areas; an algorithm and formulas for calculating the allowable remuneration for the referrer were compiled; investigated the issue of the distribution of rewards on different lines. The work can be used to implement the referral system in the enterprise; for further research on the use of social capital; for information on various related events and existing solutions in the markets.