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Направления изменений маркетинговых практик на российском фармацевтическом рынке: результаты эмпирического исследования
Гл. 10. С. 45–52.
Anna O., Tretyak O.
The present study is devoted to the search and systematization of transformations of marketing practices (hereinafter – MP) in the conditions of restrictions in the Russian pharmaceutical market on the basis of the rethought "marketing mix" approach. Based on the results of the empirical study, the directions of transformation of MPs with a focus on the current economic situation in the industry were identified: key changes in the pharmaceutical market in the context of ESGagenda development, the impact of the COVID-19 pandemic and international sanctions in 2022 were identified; shifts in the transformation of the roles of key players were revealed; the directions of changes in the "marketing mix" complex in the Russian pharmaceutical market were systematized.
Keywords: маркетинговые практики
In book
СПб.: Издательство СПбГЭУ, 2024.
Tretyak O., Российский журнал менеджмента 2025 Т. 23 № 2 С. 153–167
Purpose: to substantiate the necessity of developing a new conceptual framework for marketing (paradigm shift) in the context of structural changes in the external environment, and to outline the contours of the emerging paradigm. Methodology: this paper is based on the author’s extensive experience teaching and researching the field of adapting marketing concepts to environmental changes ...
Added: October 29, 2025
Anna O., Tretyak O., Российский журнал менеджмента 2024 Т. 22 № 2 С. 223–252
Purpose: to search and systematize the directions of marketing practices transformation in the situation of restrictions on the Russian pharmaceutical market based on the revised dynamic "marketing mix" approach. Methodology: the empirical part of the study is designed according to the conceptual model which was built at the stage of academic literature and consulting reports ...
Added: May 2, 2024
Shushkin M., Butryumova N. N., Fomenkov D. A. et al., Н. Новгород: Научно-издательский центр «XXI век», 2020.
Данное учебное пособие предназначено для специалистов по маркетингу и менеджеров компаний – представителей ювелирного бизнеса, которые проходят обучение в рамках программ профессиональной переподготовки или повышения квалификации. Также учебное пособие будет полезно для обучающихся на различных образовательных онлайн – платформах на программах связанных с развитием ювелирного или fashion – бизнеса. Учебное пособие является вспомогательным дидактическим материалом, ...
Added: January 1, 2021
Головачева К. С., Rebiazina V. A., Смирнова М. М., В кн.: Маркетинг сотворчества и глобальные коммуникации доверия.: СПб.: Издательство Санкт-Петербургского экономического университета, 2020. С. 310–329.
The study aims to defi ne the role of various marketing practices of companies
operating in building broad-scope trust toward business in Russia. The results of
an online survey among generation Z consumers demonstrate that consumers give a
relatively higher rating to such aspects of marketing practices as product quality and
retailing, while pricing and advertising practices received the ...
Added: October 2, 2020
Alexandrovskiy S., Artyushina E., Fomenkov D. A. et al., Жилищное строительство 2020 № 8 С. 27–39
Russian construction companies are trying to find new markets by implementing updated marketing practices. Understanding the behavior of different customer segments in the process of choosing housing becomes one of the priority tasks of the developer. In the process of choosing residential real estate, consumers of different segments make different requirements for housing and use ...
Added: September 6, 2020
Lagutaeva D., Grigoriev A., Tretyak O., Madrid: [б.и.], 2018.
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 ...
Added: September 16, 2018
Grigoriev A., Lagutaeva D., Tretyak O., , in: 2016 Global Marketing Conference at Hong Kong "Bridging Asia and the World: Global Platform for Interface between Marketing and Management".: Hong Cong: Global Alliance of Marketing & Management Association, 2016. P. 474–479.
This paper broadly addresses the development of optimal marketing budget allocating among firms in the Russian market and applies methodologies produced by the contemporary marketing practices (CMP) project (New Zealand, the university of Auckland). From that project, it would seem that there are two separate paradigms that distinguish modern firms, namely a transactional approach and ...
Added: March 11, 2017
Lagutaeva D., Tretyak O., Grigoriev A., , in: GSOM EMERGING MARKETS CONFERENCE 2016.: St. Petersburg: St. Petersburg State University Graduate School of Management, 2016. P. 220–223.
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 ...
Added: March 10, 2017
Лагутаева Д. А., Tretyak O., Григорьев А. Ю., Российский журнал менеджмента 2016 Т. 14 № 4 С. 3–20
This paper addresses the question of existence of relationships between usage of contemporary marketing practices and profitability for companies operating on the Russian market. To address this issue, we utilize an artificial intelligence method that so far was barely present in marketing and management science. The paper is not only promoting a novel research method, ...
Added: March 2, 2017
Kusraeva O., Rebiazina V. A., Инновации 2016 Т. 217 № 11 С. 39–49
The aim of this paper is to compare traditional and innovative marketing practices usage by modern Russian companies. The article examines theoretical basis for the comparison of the two approaches, provides the description of innovative marketing practices, as well as the peculiarities of the development of innovative marketing practices usage in Russia. The empirical research ...
Added: October 10, 2016
Vetrova T., В кн.: XVI Апрельская международная научная конференция по проблемам развития экономики и общества: в 4 кн.Кн. 3.: М.: Издательский дом НИУ ВШЭ, 2016. С. 441–452.
Исследования по методологии «Contemporary marketing practices», далее CMP, дважды проводились как в России, так и в Аргентине. Россия, как и Латинская Америка, в настоящее время является одним из наиболее динамично развивающихся регионов мира. Несмотря на разную историю формирования государств и географическую отдаленность, экономики России и Аргентины часто сравнивают. В определенные моменты страны прошли через схожие ...
Added: April 15, 2016
Lagutaeva D., В кн.: GSOM Emerging Markets Conference: Business and Government Perspectives.: St. Petersburg: ., 2014. С. 786–794.
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 ...
Added: March 11, 2016
Tretyak O., Лагутаева Д. А., Маркетинг и маркетинговые исследования 2015 № 6 С. 412–425
The paper examines whether difference between transactional and relationship marketing can be used for marketing practices classifications in Russia. As a result of empirical research we provide the typology of contemporary marketing practices in Russia and characterize the profiles of the clusters in details. Besides that the connections between marketing activities and financial performances of the ...
Added: December 4, 2015
Лагутаева Д. А., Научные труды: Институт народнохозяйственного прогнозирования РАН 2015 С. 446–457
The paper considers the possibility to apply “Contemporary marketing practices” methodology to the emerging markets. Such methodology allows to assess the condition status to the full extent. In case the application is confirmed, wide expansion of this assessment method will allow to compare marketing level in Russia with other countries. ...
Added: December 4, 2015
Kusraeva O., В кн.: Современный менеджмент: проблемы, гипотезы, исследования. Сборник научных трудов. Выпуск 5Вып. 5.: М.: Издательский дом НИУ ВШЭ, 2014.
Данная работа посвящена исследованию маркетинговых практик посредствам сравнении двух определенных типов: трансакционного и интерактивного. Несмотря на тот факт, что исследования маркетинговых практик в России неоднократно проводились, подобного рода работы, основанной на сравнении двух конкретных типов маркетинговых практик, еще не существует. Понимание специфики использования и применения конкретных типов маркетинга поможет отобразить реальную картину развития маркетинга в ...
Added: November 5, 2015
Tretyak O., Rebiazina V. A., Vetrova T., Российский журнал менеджмента 2015 Т. 13 № 1 С. 3–26
В статье представлены результаты исследования, посвященного типологизации существующих маркетинговых практик в России. В работе использованы методология международного проекта, адаптированная к российским условиям, и модифицированный дизайн исследования. В результате выделено и подробно охарактеризовано пять однородных кластеров, которые позволяют воспроизвести комплексную картину маркетинговых практик, используемых в России, оценить активность их применения. Состав кластеров и их характеристики свидетельствуют ...
Added: June 16, 2015
Vetrova T., В кн.: XV апрельская международная научная конференция по проблемам развития экономики и общества: в 4-х книгахКн. 3.: М.: Издательский дом НИУ ВШЭ, 2015. С. 218–229.
В настоящее время существует дисбаланс между количеством научных исследований в области маркетинга на развитых и развивающихся рынках. Более развита данная дисциплина, несомненно, на развитых рынках, хотя все больше ученых указывают на необходимость изучения развивающихся рынков, которые становятся все более привлекательными для международных компаний в силу их растущего значения на мировой арене. Рассматриваемое нами исследование «Современные ...
Added: April 7, 2015
Лагутаева Д. А., В кн.: Современный менеджмент: проблемы, гипотезы, исследования. Вып.6 [Электронный ресурс]: Сборник научных трудов.: М.: Издательский дом НИУ ВШЭ, 2015.
In recent decades, the interest in research emerging markets is actively growing. Companies in emerging markets (such as Russia) copy the business models of companies in developed markets, but this behaviour does not lead to the same results. Companies should use a different path of development, thus researches goal is to highlight the features of ...
Added: October 23, 2014
Rebiazina V. A., Daviy A., Вестник Московского университета. Серия 6: Экономика 2014 № 6 С. 101–122
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 ...
Added: October 15, 2014