• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Book chapter

Исследование взаимосвязи типа маркетинговой практики и финансовых результатов компании в России.

P. 786-794.

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.