Эффективное взаимодействие маркетинга и продаж
This volume comprises the proceedings of the IX Moscow International Conference on Operations Research (ORМ 2018 – Germeyer100) in the scope of fundamental research and applications of decision-making theory under uncertainty, operations research in multiple areas as well as numerical methods of operations research. The conference is devoted to the centenary of the outstanding Soviet scientist, professor Yuri Germeyer who contributed greatly to the development of mathematical foundations of the decision making theory and played a key role in the formation of the domestic school of operations research and the game theory. The reports demonstrate a further and profound development of the Germeyer scientific school.
Present economic situation demands from companies to assess effectiveness of all functions on continuing basis. Actually marketing appears to be the most complicated system for measuring effectiveness, it is caused by difficulty to estimate direct influence of marketing activity on financial results. This problem could be solved by using client equity, which is most appropriate for contractual relations. Analysis of existing approaches to customer equity calculations helped developing metric, which can be used as leading metric within marketing effectiveness measurement.
The course-book can be useful for marketing department employees in operating businesses, who may have no previous professional education in this field, and also for the students of the MBA programs.
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.