Сравнительный анализ современных маркетинговых практик на развивающихся рынках
The author points to some common theoretical roots of the new economic sociology and relationships marketing. The author describes many common research interests they have including their focus on relational aspects of the market exchange viewed as ongoing process accompanied by formation of long-lasting ties between exchange partners; active use of the network approach; studying motivation of the market participants; stressing the importance of communication and information exchange.
Thus, in spite of many substantive differences, the proponents of economic sociology and relationship marketing might have many reasons to pay closer attention to what is being done by their neighbors.
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.
This paper reviews the theory of Credit Default Swaps (CDS), the main characteristics of the CDS market, and how to estimate the non-default component of the yield spreads as the basis between the actual CDS premium and the hypothetical CDS premium implied by bond yields. We then analyze the most liquid CDS on Russian companies and compute the relative CDS-Bond basis from 2005 till 2010, paying particular attention to the period when a short selling ban was into effect in Russian financial markets from September 18, 2008 till June 15, 2009. We found that, while the basis was mainly negative before the ban, it then became largely positive during the period the ban was enforced. After the ban was lifted, the basis has started to decrease but still remains positive for all companies examined. This evidence therefore seems to support the hypothesis that a positive basis can be justified by the difficulty of arbitrage caused by short selling costs
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.