Формирование матрицы маркетингового позицирования автобрендов на основе модели «С-Task» и методологии архетипического маркетинга М. Марк и К. Пирсон
Микитьянц К. С., Твердохлеб И. В.
Экономика и современный менеджмент: теория и практика. Материалы международной заочной научно-практической конференции (22 октября 2012 г.)
Новосибирск: Сибирская ассоциация консультантов, 2012.
P.; Venice: ESCP Europe - Universita Ca'Forcari Venezia, 2012.
Added: Aug 27, 2012
Михайлова О. И., Гурова О. Ю. Экономическая социология. 2009. Т. 10. № 3. С. 41-57.
Added: Sep 4, 2012
Доморацкая Ю. В. Экономическая социология. 2012. Т. 13. № 1. С. 46-66.
Added: Aug 27, 2012
Бек М. А., Бек Н. Н. В кн.: Развитие форм межфирменной кооперации: сети и взаимоотношения. М.: Издательский дом ГУ-ВШЭ, 2008. С. 142-160.
Added: Mar 22, 2013
Building and developing customer relations in the emerging Russian market. The case of Finnish companies
Rozhkov A. Changing Europe Summer School. Research Centre for East European Studies at the University of Bremen, 2012
Current paper brings into consideration the issue of building and developing customer relations in emerging Russian market. Usually multinational companies enter Russian market and try to apply here their business solutions developed in mature markets. Many researchers argue that emerging markets require customer education rather than customer orientation. We develop a complex model of customer orientation and relationship development and test it on the Russian subsidiaries of Finnish construction companies. Qualitative study based on in-depth interviews with middle- and top-managers suggests that processes of customer relations differ dramatically from those established in European market.
Added: Jan 22, 2013
Тульчинский Г. Л. В кн.: PR в изменяющемся мире: Региональный аспект. Вып. 9. Барнаул: Алтайский государственный университет, 2011. С. 67-81.
Added: Oct 5, 2012
Методические указания и программы производственной, управленческой и преддипломной практик для студентов специальности 061100
Гапонова О. С., Кулагова И. А., Сторожук А. Д. Н. Новгород: Нижегородский государственный университет им. Н.И. Лобачевского, 2005.
Added: Jun 1, 2012
Кидимова К. А., Белоклокова А. А. Реклама: теория и практика. 2015. № 1. С. 14-24.
Added: Mar 27, 2015
Гриднева Е. А. В кн.: Коммуникативистика ХХI века: перспективы развития социально-гуманитарного знания: материалы VI Всероссийской научно-практической конференции, 19 марта 2010 г.. Н. Новгород: Нижегородский филиал НИУ ВШЭ, 2010. С. 26-33.
Added: Jul 6, 2012
Novatorov E. V. SSRN Working Paper Series. Social Science Research Network, 2012. No. 2133237.
The objectives of the study were (a) to identify the reasons and concerns of those public administrators and marketing scholars who do not accept the usefulness of marketing in the public sector; (b) to deconstruct, comprehend, interpret, and critically appraise the current conceptualization of public sector marketing from the viewpoint of negativists identified in step (a); and (c) to reconstruct, redefine, reinterpret, and reoperationalize the current controversial conceptualization of public sector marketing into a new conceptualization in the context of park and recreation services. The critical theory approach to the study primary used non-empirical procedures data collection and analytic procedures which included investigative research, negative case analysis, and theoretical triangulation. These procedures were supplemented with empirical data collected from in-depth interviews with five scholars and with three parks and recreation managers. Results of the non-empirical procedures revealed the biased selective nature of the current conceptualization of public park and recreation marketing and the existence of alternative conceptualizations which have been ignored. The existing and alternative models were discussed with scholars and park and recreation managers. Support was found for the alternative models. From these data an alternative conceptualization of public park and recreation marketing was developed and named the concept of administered marketing. Implications for park and recreation managers are discussed. Directions for future research into the administratively managed park and recreation marketing concept are suggested.
Added: Sep 21, 2012
The Model of Contemporary Marketing Practices (CMP) in the Russian Market: Evidence from Empirical Research
Vera A. Rebiazina, Olga A. Tretyak. Management. MAN. Высшая школа экономики, 2014. No. WP BRP 21/MAN/2014.
Previous research has shown that emerging markets represent a significant part of the world economy and are expanding their share. However, they are still not well examined in the marketing field. Russia is especially neglected in the academic discussion of overall marketing strategy. Previous research indicates that the model of “Contemporary marketing practices” (CMP) is commonly used as a classification scheme of marketing practices both in developed and developing markets. This article examines how “Contemporary marketing practices” (CMP) works in Russia and tests the CMP model in the Russian market to reveal what types of marketing practices (transactional marketing, database marketing, interactive marketing, network marketing and relationship marketing) are most often used by Russian companies. The article is based on a quantitative study of 329 Russian companies and includes a cluster analysis that shows that types of marketing practices are common for the Russian market. Empirical results of cluster analysis shows that basic marketing practices are widely found in emerging Russian market though their characteristics differ dramatically from those on developed markets.
Added: Oct 6, 2014