Современные маркетинговые практики: предварительный межстрановой анализ
The contemporary marketing practices methodology (CMP) attracts attention of a substantial number of researchers in the field of strategic marketing. In the past two decades there were more than fifty papers published in peer-reviewed outlets addressing the analytics of usage of contemporary marketing practices in a variety of countries and industries. In this note we discuss reliability of these studies with respect to the usage of specific analytic tools. First, we demonstrate that standard clustering analysis is relatively sensitive to small changes in the datasets with companies being assigned to different clusters at frequent rates. Second, the project national teams make use of different, often incompatible settings. Therefore, to make possible comparisons between the countries and across industries, the researchers must agree on a generic setup and procedures. We conclude the note sketching the basics of these common grounds.
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.
The article is concerned with the definition of «success fee» as a procedure of estimating the amount of attorneys or another persons fee (in case the latter provides legal service). In the focus of the authors attention is legal regulation of «success fee» in Russia and abroad, its advantages and disadvantages.