?
Особенности применения концепции маркетинга взаимоотношений в маркетинге территорий
С. 212-217.
High competition of places for human resources forces representatives of municipal authorities to pay special attention to place marketing as a practice of social and economic development of various territories, contributing to the creation of their favorable image. The development of a positive image of the places is possible due to the optimization of interaction with local residents through the introduction of the concept of relationship marketing. The article discusses the main prerequisites, advantages and principles of implementing this concept.
Sazhina A., В кн. : Шумпетеровские чтения. Schumpeterian Readings: материалы 7-й международной научно-практической конференции. : Пермь : Издательство Пермского национального исследовательского политехнического университета, 2017. С. 182-186.
One of the existing approaches to innovation is the use of existing sources in new ways. Within the framework of this article, the author proposes to use human potential, which is possessed by residents, in the preparation and organization of events aimed at the promotion of cities. ...
Added: September 17, 2018
Вовлечение жителей в сопроизводство масштабных событий как инструмент развития маркетинга территорий
Sazhina A., Кузменко Ю. Г., Окольнишникова И. Ю., М. : Издательский дом ГУУ, 2022
The monograph considers the theoretical aspects of involving residents in the coproduction of mega events as an effective tool for place marketing. The authors propose and substantiate mechanisms for increasing the attractiveness of territories by involving residents in the organization and holding of mega events, which forms their involvement and contributes to increasing the value of ...
Added: October 30, 2022
Кузменко Ю. Г., Sazhina A., Вестник Южно-Уральского государственного университета. Серия: Экономика и менеджмент 2023 Т. 17 № 1 С. 152-158
The purpose of the study is to develop and scientifically substantiate a methodological approach to modeling the processes of involvement and assessing the degree of willingness of residents to participate in co-production in the framework of territory marketing. The subject of the study is the organizational and economic relations that arise during the formation and ...
Added: April 14, 2023
Sazhina A., В кн. : Материалы XVIII (заочной) Всероссийской научной конференции, посвященной памяти профессора З.И. Файнбурга. : Пермь : Издательство Пермского национального исследовательского политехнического университета, 2019. С. 184-187.
The article discusses the relevance of studying the attitude of residents to mega events as a tool of place marketing. According to the theory of social exchange, residents can be considered as participants in the coproduction of mega events. However, factors that impede a direct assessment of the attitude of residents to the coproduction of mega ...
Added: November 15, 2019
Sazhina A., Кузменко Ю. Г., Окольнишникова И. Ю., Вестник Южно-Уральского государственного университета. Серия: Экономика и менеджмент 2018 Т. 12 № 1 С. 160-166
The article deals with theoretical aspects of the development and implementation of the system of target indicators of the co-production concept in the marketing of territories. The main stages and elements on which the presented system should be based are described. These include: analysis of target markets, analysis of existing and potential types of co-production ...
Added: May 4, 2018
Sazhina A., Вестник Удмуртского университета. Серия Экономика и право 2017 № 6 С. 58-64
Mega events are an incentive for various city changes. The organization of such events presupposes complex decision-making processes and the consolidation of various socio-economic resources of all stakeholders, the most important of which are residents, as the main taxpayers and the labor of cities. In order to ensure the effectiveness of the implementation of mega ...
Added: January 13, 2018
Пермь : Издательство Пермского национального исследовательского политехнического университета, 2017
Одним из существующих подходов к инновациям считается использование существующих источников новыми способами. В рамках данной статьи автор предлагает по-новому использовать человеческий потенциал, который представляют собой жители, при подготовке и организации мероприятий, направленных на продвижение городов. ...
Added: September 17, 2018
Sheresheva M. Y., Berezka S., Оборин М. С., Вестник Московского университета. Серия 6: Экономика 2018 № 5 С. 94-112
The article is devoted to the creation of Russian small cities’ tourist product. The model
of consumer behavior with respect to tourism products and the concept of tourist product value for consumer are considered; the necessity to form complex value propositions for target audiences segmented by their needs is substantiated. The offer of small cities’ tourist ...
Added: October 16, 2019
Sazhina A., Связи с общественностью в государственных структурах 2016 № 5 С. 24-28
На сегодняшний день территориальный маркетинг считается одним из наиболее эффективных инструментов повышения конкурентоспособности городов, обладающий собственными методами анализа и управления. С момента своего появления территориальный маркетинг набирает все больше последователей и сторонников, и, как доказано, несет в себе экономические и социальные выгоды. Считается, что территориальный маркетинг способен генерировать следующие выгоды для территорий: диверсифицировать экономику, создавать ...
Added: January 24, 2017
Popov N., Tretyak O., В кн. : Развитие форм межфирменной кооперации: сети и взаимоотношения. : М. : Издательский дом ГУ-ВШЭ, 2008. С. 7-24.
In this paper, we analyse the results of a project of Network of Excellence (NoEs), a new virtual form of research community integration. We outline international experiences of informal and formal research communities and the development stages of the Russian project. We conclude the paper with the project development prospects. ...
Added: April 6, 2013
Rozhkov K. L., / Высшая школа экономики. Series MAN "Management". 2012. No. 02.
Inhabitants become the important target group of place marketing along with other place consumers.
The problem of defining criteria for the attractiveness of places for different inhabitants and classification of factors is one of the most important for the marketing policies aimed at development of local communities.
The paper shows that the combination of three criteria of ...
Added: July 25, 2012
Kotelnikova Z., Экономическая социология 2014 Т. 15 № 5 С. 85-103
The paper reviews the state-of-the-art in relationship marketing and new economic sociology. The author pays attention to the closeness of both perspectives which have common roots (Durkheimian sociology, economic anthropology, sociology of law, social exchange theory) and common research interests (trust, commitment, interdependency, shared values, power asymmetry, adaptation, and mutual contentment). Despite the intersections, relationship ...
Added: October 25, 2014
Vetrova T., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2014 № 1 С. 117-142
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, ...
Added: October 23, 2014
Berezka S., Государственное управление. Электронный вестник 2018 № 66 С. 144-159
The article is devoted to developing customer value proposition of a trade company in grocery and FMCG retail. The main focus is on the value proposition components and the retailer’s product architecture. An approach retailer’s value proposition is a shopping infrastructure, containing three product levels: assortment and on-shelf availability (core product), store facilities (expected product), ...
Added: October 16, 2019
Belyakova N., Российская школа связей с общественностью 2016 Т. 8 С. 89-99
The higher school's campus is analysed in view of challenges of digitalization and MOOC. Multi-format networking and collaboration between universities and society provided by campus reconsidered from the place marketing approach. The key trends in campuses' evolution are traced regarding the current communications goals of the higher school. ...
Added: February 23, 2018
Sazhina A., Научные труды Вольного экономического общества России 2014 Т. 189 С. 127-132
The article defines the importance of studying the residents’ equity in place marketing. Several current approaches to determining the residents’ equity are highlighted. In conclusion, the approach to determining the residents’ equity in place marketing is stated. ...
Added: February 19, 2015
Belyakova N., В кн. : Стратегические коммуникации в бизнесе и политике. : Институт "Высшая школа журналистики и массовых коммуникаций" СПБГУ, 2017.
Статья посвящена перспективам коммуникации между резидентами и туристами и их фасилитации ...
Added: February 23, 2018
Sazhina A., , in : Inter-Regional Place Branding. Best Practices, Challenges and Solutions. : Dordrecht, L., Heidelberg, NY, Cham : Springer, 2015. Ch. 5. P. 51-63.
In Chap. 5, Aleksandra Khamadieva presents a “Development of a methodology for measuring the residents’ utility within place marketing”. Focusing on the important target group of residents, the author investigates which factors are most important for a place and how those can be measured. These questions become even more complicated in the context of interregional ...
Added: June 3, 2015
Gulakova O., Rebiazina V. A., Смирнова М. М., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2015 № 4 С. 39-73
The purpose of this paper is to broaden current view of customer orientation by exploring the specific forms of customer orientation in the Russian market. The investigation of the particularities of the customer orientation in Russia is in line with the current trends in marketing theory and instrument development and their adaptation to emerging markets. ...
Added: February 12, 2016
Shafranskaya I. N., В кн. : Конкурентоспособный регион: концепции и факторы. : Пермь : [б.и.], 2012.
Современная трактовка категории конкурентоспособности региона является популярной исследовательской тематикой – трансформационный характер экономических процессов сейчас требует определения новых источников региональной конкурентоспособности для выстраивания устойчивых стратегий экономического роста. Одним из подходов, получивших развитие на западе, является рассмотрение конкурентоспособности территории через призму креативности – факторы региональной конкурентоспособности в данном случае находятся в области таланта и толерантности жителей ...
Added: February 18, 2013
Berezka S., Вестник Московского университета. Серия 6: Экономика 2016 № 5 С. 113-131
The aim of this paper is to identify the role of the loyalty programs in the Russian market. The methodology of the study based on the analysis of relevant publications and qualitative research using semi-structured interviews with experts in customer relationship and loyalty programs which were fulfilled in 2014–2015 in Russia and Austria. The article ...
Added: October 18, 2019
Sazhina A., / Urban and Transportation Studies, WP BRP 07/URB/2018. Series WP BRP 07/URB/2018 "Urban and Transportation Studies". 2018. No. 07/URB/2018.
Coproduction is a practice that encourages active interaction between customers and producers in creating products, services or events. In the urban management framework the above-mentioned concept is just starting to be put into practice and is characterized by the involvement of residents in different city activities' organization including mega events managed by local authorities. The ...
Added: December 10, 2018
Sazhina A., Колотилина И. А., РИСК: Ресурсы, информация, снабжение, конкуренция 2020 № 1 С. 55-58
The article analyzes such a marketing tool as event marketing, organization of mega events in particularly. A typology of mega events based on their substantive attributes is presented. The authors assess the advantages and disadvantages of organizing mega events. Despite the fact that the holding of largescale events is traditionally associated with increasing the attractiveness ...
Added: March 31, 2020
Sazhina A., Маркетинг в России и за рубежом 2016 № 6 С. 98-106
The article deals with the concept of co-production as well as with the benefits of its implementation from the producers and consumers points of view. The possibility of using the concept of co-production in the place marketing is discovered. The conceptual model for evaluating readiness of residents to co-produce public good is designed. ...
Added: November 16, 2016