Современные маркетинговые практики в России: результаты эмпирического исследования
Modern business conditions require a revision of the traditional concept of marketing and existing marketing tools. The materials of the international project "Contemporary marketing practices" are considered in the article. This project is the methodological basis for monitoring of marketing activities in 17 countries. For Russia it is very important that research uses comprehensive approach, assuming, on the one hand, the combination of alternative marketing concepts, on the other hand - the adaptation to different industry and geographic markets. The methodology of the project "Contemporary marketing practices" offers the tools for typologization of companies in terms of marketing practices used, as well as the key indicators for evaluating the effectiveness of marketing. This article describes the methodology, development stagesand also the results of factor analysis in order to show the directions of adaptation of the methodology to the Russian conditions.
In recent decades, the interest in research emerging markets is actively growing. Companies in emerging markets (such as Russia) copy the business models of companies in developed markets, but this behaviour does not lead to the same results. Companies should use a different path of development, thus researches goal is to highlight the features of advanced and emerging countries. In this work we study marketing in the Russian market. The paper examines the state of marketing practices in Russia with the help of the international project methodology Contemporary marketing practices (CMP), developed at Auckland University. This methodology allows to describe and classify existing market practices. The instrument of investigation is CMP’s questionnaire, which was translated into Russian. The questionnaire examines the company to one of the types of marketing: transaction marketing, database marketing, interactive, internet marketing and network, or to the intersection of these types. The paper describes existing practices in the Russian market by cluster analysis. Moreover, the paper presents cross-country comparison among CMP’s studies. In this paper, there is no explanation of the reasons for these results, but it puts forward a number of hypotheses to be tested in the future study.
The article describes the essence of internal marketing, the evolution of its concept and the main directions of its implementation in the company. Internal marketing represented as an ideology of institutional activities which companies should consider staff as internal customers in conjunction with external customers of the company as a basis for formation the system of relationship marketing. The role of internal customer focus and the tools for its development are showed.
The main purpose of the research is to answer the question - do patterns of marketing practices (MP) exist in companies of different financial levels? Based on the international methodology of the Contemporary marketing practices project accomplish that data with net income from SPARK database we divided 129 companies by groups of growth rate net income and applying the KNN method analyse existent marketing practices patterns. As a result we find not random distribution, and establish the existence of MP patterns within the context of firm’s financial results. The results of the research can be useful for practitioners in marketing budget optimisation. Moreover, for scholars that will be a new research of marketing practices science, and we will know more about the nature of business marketing. Moreover, the research sheds light how methods of artificial intelligence can be used in management and marketing science.
The article is devoted to the comparative analysis of theoretical approaches to the definition of marketing practices and their understanding by marketing representatives of Russian companies. The article analyzes the existing theoretical approaches to marketing practices, as well as the basic models of marketing practices. Research methodology is based on the use of qualitative methods of data collection through semi-structured in-depth interviews with respondents and on the analyses of this information using content analysis. In-depth interviews with 91 representatives of Russian companies’ marketing departments were conducted as a part of the empirical research.
The analysis shows that there is no common understanding of marketing practices among researchers in the marketing field and representatives of Russian companies. Researchers define marketing practices as a set of marketing tools, the method of marketing activities organization within the company as well as the company's ability to adapt to environmental factors. There is a fragmentary understanding of marketing practices by the representatives of Russian companies including marketing implementation tools and marketing management in the company as well as specific marketing activities.
This article explores the connection between marketing practices and financial indicators in the Russian emerging market, based on the methodology known as Contemporary marketing practices project (CMP) developed at Auckland University, which helps to generalize marketing practices and classify them.I intend to use the data provided by the research project on marketing practices carried out in NRU HSE in 2013. I am going to examine more closely the relation between firms financial performance in each particular type of practices by LISREL. I am going to get information about financial performance from SPARK database. Taking a comparative framework, as this investigation does, and setting Russian practice in two contexts, that of European practice and that of emerging markets, is supposed to yield new important information about potential linkages between the type of marketing practice and productivity and explain why the Russian situation is different from that in Europe. In its broadest significance, this thesis clarifies how the usage of relational and transactional marketing can differ in outcome among different countries and how to measure marketing activities of the company.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
портовый менеджмент, показатели деятельности, анализ эффективности, система учета, распределение издержек, методы анализа деятельности портовой системы
At present many industries reveal tendency for setting up of vertically integrated companies (VIC) the structure of which unites all technological processes. This tendency proved its efficiency in oil industry where coordination of all successive stages of technological process, namely, oil prospecting and production -oil transportation - oil processing - oil chemistry - oil products and oil chemicals marketing, is necessary. The article considers specific features of introduction of "personnel management" module at enterprises of oil and gas industry.
vertically integrated companies; personnel management