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Методология оценки эффективности маркетинга на основе клиентских метрик
Известия Санкт-Петербургского государственного технологического института (технического университета). 2015. Т. 30. № 56. С. 101–105.
Dvoryashina M. M., Петрушенко А. В.
In this research, the authors consider the structured model of the processes of interactions with customers in different segments for effective management of the customer relationship and cost of this relationship. This model’s basic elements are marketing acquisition and retention costs per client; RFM analysis – one of the easiest instruments for customers’ segmentation; behavioral and relational customers’ metrics, which characterize difficulties of the customers’ relationship’s building and supporting; CLV, which characterizes customer equity as the main marketing’s active; CEV, which characterizes the interactions of customers with a firm. Interactions between customer and company are considered in structure model as an integrated system and it allows to estimate marketing effectiveness of the customer relationship.
Староверова И. И., Chernogortseva S., Snegirev A. et al., Российский журнал менеджмента 2026 Т. 24 № 1 С. 93–113
Purpose: to identify the key elements of a customer-centric approach to managing Russian IT companies under digital transformation.
Methodology: the study is based on a mixed-methods approach, combining quantitative big data analysis (semantic analysis), qualitative methods (indepth expert interviews), and desk research.
Findings: ten thematic clusters have been identified that describe the specifics of customer centricity in Russian IT companies. ...
Added: June 23, 2026
Solovyov I., Kushch S., Malikov T., Вестник Московского университета. Серия 6: Экономика 2025 Т. 60 № 1 С. 107–128
Растущий спрос на инновации и регулярные обновления в бизнесе, вызванные стремительным развитием технологий и цифровизацией всех сфер человеческой жизнедеятельности, требует от компаний развития способностей по адаптации к изменениям и по развитию инноваций. Однако ограниченность ресурсов комапний, нехватка знаний и сложность современных технологий для самостоятельной разработки и внедрения, требует также способностей развивать межорганизационные инновации, управлять межорганизационными ...
Added: October 30, 2024
Rebiazina V., Sharko E., Berezka S., Journal of Economics, Finance and Administrative Science 2024 Vol. 29 No. 57 P. 186–204
Purpose – This paper aims to reveal the impact of companies’ relationship marketing practices in emerging markets on their market and financial performance from a long-term, 13-year perspective.
Design/methodology/approach – The research design combines primary empirical data from 229 Russian companies, based on the Contemporary Marketing Practices survey and objective financial performance data from official statistical ...
Added: November 29, 2023
Bykovsky G., М.: Государственный университет-Высшая школа экономики, 2016.
This article makes a research of management innovations, that are so wide, that influence right on relationships between firm and consumer. It means a process of formation new types of relationships, that's necessary because of increasing of competition value. Firms should search new decision for increasing costumer's loyalty according to new level of competition. In ...
Added: February 20, 2021
Sazhina A., В кн.: Материалы XIX (заочной) Всероссийской научной конференции, посвященной памяти профессора З.И. Файнбурга.: [б.и.], 2020. 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 ...
Added: November 15, 2020
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
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
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
Багиев Г. Л., Бушуева Л. И., Kushch S. et al., Сыктывкар: Сыктывкарский государственный университет им. Питирима Сорокина, 2014.
Книга посвящена наиболее активно развивающейся области маркетинга – маркетингу взаимоотношений. Обосновывается роль концепции маркетинга взаимодействия, ориентированной на долгосрочные взаимоотношения с клиентами и на достижение взаимовыгодных целей участвующих в процессе обмена ценностями субъектов рынка.
Рассмотрены эволюция и пути развития маркетинга взаимодействия в России; формирование, свойства и экономическое измерение эффективности систем маркетинга, а также оценка эффективности управления взаимоотношениями ...
Added: September 1, 2019
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
Yana Viktorovna Makarova, The 5th International Virtual Scientific Conference on Informatics and Management Sciences 2016 Vol. 5 No. 1 P. 21–24
For most firms customer equity is one of the most important factors of the long-term value of the firm. Customer equity is the total of discounted lifetime values of all of the firms’ customers. Many researchers have proposed different types of models for calculating customer lifetime value (CLV). This paper presents a study that examine ...
Added: December 14, 2016
Dolzhenko R. A., Vetrova T., Manin A., Маркетинг в России и за рубежом 2016 № 2 С. 44–56
The article examines the nature and components of the customer relationship management (CRM). The preconditions of its occurrence and the typical CRM implementation aims and objectives are highlighted. The operational and analytical CRM component are delineated. The capabilities and limitations of marketing research and CRM as a source of information for making strategic management decisions ...
Added: February 19, 2016
Gulakova O., Rebiazina V., 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
Novatorov E. V., Управление продажами 2016 Т. 86 № 1 С. 42–51
В статье рассматривается возможность применения техники анализа критических инцидентов для развития стратегии маркетинга отношений. Автором было проанализировано 276 инцидентов, связанных с качеством оказываемых услуг и отношениями между организациями и клиентами. Исследование показало,что большая часть инцидентов носят негативный характер и затрагивают три составляющие маркетинг-микса, такие как люди, процесс и материальная среда. ...
Added: February 3, 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