Сравнительный анализ маркетинговых практик российских компаний: трансакционный маркетинг и маркетинг взаимодействия
This paper 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.
Extending current research, I identify the marketing styles that are associated with best financial practices at Russian firms. Comparative marketing practices in developed countries are introduced along with current research on emerging markets. This study does not explain practice, but identifies the characteristics that can be used in models and for understanding how styles can differ across markets.
I intend to use the data provided by the research project on marketing practices carried out in NRU HSE. The data was collected in 2013; it uses standardized questionnaire and groups of organizations that are identified by cluster analysis (it uses the translation into Russian of standardized on-line questionnaire from CMP project). 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. I expect that there will be strong connection between marketing type and firm’s financial indicators. Moreover, there will be industries, which have not got such relationship. I will test the hypothesis that there is correlation between different marketing types and organizations‘ performance success. (H1) More successful companies will be in relational or hybrid clusters. (H2) There is no relationship between marketing type and financial results in B2B goods sector. (H3)
Taking a comparative framework, as this thesis 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. Moreover, the database, which will be collected in the research, is planned to be a ground for benchmarking, which is one more benefit for entrepreneurs.
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.
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.
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.