Особенности современного управления брендами
The article discusses the features and problematic issues that arise in brand management, taking into account the research conducted on differences in the emotional connections types among consumers. The article reveals the motivation factors of various consumers segments, primarily through the regular customers motivation analysis. The authors discuss the question of how to estimate the share of customers' spending on a particular brand. The indicators of satisfaction, loyalty and the relative rating of the company's products in the eyes of the consumer are evaluated. Special attention is paid to the luxury goods branding. Consumers of luxury goods began to flaunt expensive things less, we can talk about the so-called "unobtrusive luxury". According to the authors, the change in consumer preferences towards modesty will be long-term, not cyclical.
Today the increasing number of constant consumers is a strategic aim for any organization which is possible to be achieved only under condition of continuous perfection of organizational activity quality. If the service representation doesn't correspond to the consumers’ expectations they lose their interest to the service organization, if it does correspond or surpass their expectations they probably would readdress to service provider. For this reason the service organization should more precisely reveal consumers requirements and expectations, namely provider should constantly measure its service quality.
In the given work approaches by the Russian and foreign researchers in the field of quality management are studied and analyzed in details, namely:
- approaches to the «service quality» definition;
- the basic components of service quality management process;
- service organization quality model.
The purpose of research work consists of ISQM (Innovation System of Quality Management) model creation taking into account features of TCS providing, which, in turn, is targeted on TCS company purposes achievement in the field of quality by means of:
- setting the control values of TCS quality indicators;
- measuring of the reached results and their comparison with expected results;
- effective management decision making as a result of carrying out the analysis of managerial activity in the field of quality on the basis of the report containing recommendations for the company activity improvement, prepared due to the results of measuring and collecting quality indicators.
The article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market.
The first part of this book is devoted to the old problem of fundamental motivations that can hardly be approached in another way, other than theoretically. The second part of the book is devoted to new or rather marginal concepts that seem capable to enrich general models of motivational processes. Part three of the book deals with the issues of self-regulation and self-determination; in the last two decades the problems of motivation can be hardly dealt with without touching these issues. The focus of the last part of the book is cultural context and cultural mediation of motivation. This book was planned not as a collection of discoveries to be considered, but rather as a collection of nontrivial views that may turn helpful for making a better sense of the discoveries actually made. (Imprint: Nova)
This article is devoted to the analysis of the key elements of marketing strategies of the Private Wealth Management on the world market. In the article the trends in the traditional product line arisen from the recent crises and the widespread of the principle of «open architecture» are identified. There is also a short description of types of brand creation in Private Wealth Management. The main business models affecting the distribution channels of Private Banking services are considered, and the main approaches to the pricing on the market of Private Banking are presented.
This tutor and exercise book discusses the key concepts and tools of modern marketing, and is closely associated with all aspects of management in modern companies. Management policy details and the mechanisms for the use of marketing techniques to increase the capitalization of the business are reviewed as well as effective management of the product portfolio, effective brands creation and and brand portfolio management, and also the evaluation methods to measure the effect of marketing programs. The principles of creating well controlled structures of marketing in services companies, customer-oriented business development, modern approaches to segmenting the consumer and product customization yet new methods and technologies of marketing using information technologies of the XXI century are also examined in present book.
The paper examines the structure, governance, and balance sheets of state-controlled banks in Russia, which accounted for over 55 percent of the total assets in the country's banking system in early 2012. The author offers a credible estimate of the size of the country's state banking sector by including banks that are indirectly owned by public organizations. Contrary to some predictions based on the theoretical literature on economic transition, he explains the relatively high profitability and efficiency of Russian state-controlled banks by pointing to their competitive position in such functions as acquisition and disposal of assets on behalf of the government. Also suggested in the paper is a different way of looking at market concentration in Russia (by consolidating the market shares of core state-controlled banks), which produces a picture of a more concentrated market than officially reported. Lastly, one of the author's interesting conclusions is that China provides a better benchmark than the formerly centrally planned economies of Central and Eastern Europe by which to assess the viability of state ownership of banks in Russia and to evaluate the country's banking sector.
The paper examines the principles for the supervision of financial conglomerates proposed by BCBS in the consultative document published in December 2011. Moreover, the article proposes a number of suggestions worked out by the authors within the HSE research team.
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