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Управление портфелем взаимоотношений компании в контексте маркетинга взаимоотношений
Гл. 3.1. С. 107-132.
Keywords: relationship marketingмежфирменное сетевое взаимодействиепортфельный подходportfolio approachмаркетинг взаимоотношений
Publication based on the results of:
In book
М. : Издательский дом НИУ ВШЭ, 2014
Rebiazina V. A., Tsybina E., Journal of Business & Industrial Marketing 2013 Vol. 28 No. 3 P. 229-239
Purpose – The purpose of this paper is to broaden the current view of customer portfolio management by including the notion of customer interconnectedness.
Design/methodology/approach – The previous research in customer portfolio theory is reviewed, with special attention to customer interconnectedness. Customer interconnectedness as a criterion to build customer portfolios is studied in the example of large Russian ...
Added: February 23, 2013
Rebiazina V. A., Смирнова М. М., Kushch S., Российский журнал менеджмента 2013 Т. 11 № 3 С. 31-52
The objective of the paper is to analyze the approaches to form the system of relationships with partners used by Russian companies. The system of relationships with partners formation is analyzed on the basis of empirical study of Russian innovative companies. Total sample of the quantitative study resulted in 625 Russian companies. 419 companies were ...
Added: October 24, 2013
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
Rebiazina V. A., Smirnova Maria, Moreva I., Trziste 2014 Vol. 26 No. 1 P. 23-44
Many emerging markets have undergone or are still undergoing substantial transition processes. The aim of this paper is to provide a deeper understanding and a longitudinal perspective on how transition process and institutional changes in the economy are reflected in the evolution of an industry on example of Russian bakery industry. The changes at the ...
Added: November 21, 2013
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
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
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
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
Fiyaksel E., Проблемы современной экономики 2008 № 2 С. 107-113
Рассматриваются особенности портфельного подхода к венчурному инвестированию. Исследуется влияние венчурных проектов на конкурентоспособность промышленных предприятий, обосновывается необходимость применения портфельного подхода при их реализации. Анализируются факторы, влияющие на выбор технологической стратегии, а также процедура управления портфелем технологических проектов в организации. ...
Added: December 10, 2012
Tretyak O., Российский журнал менеджмента 2013 Т. 11 № 1 С. 41-62
Conceptual foundation of relationship marketing is presented and main definitions of the new approach are classofied. the main focus of the paper is the observaion of models, technics and tools that can be used within the framework of relationship marketing. The special indicators to measure perfprmance and results of relationship marketing are considered and directions ...
Added: June 7, 2013
Vetrova T., Вестник Балтийского федерального университета им. И. Канта. Серия: Экономические науки. 2014 № 3 С. 89-96
The paper proposes the scheme for preliminary comparative analysis of results obtained in the researches of the various countries involved in the project "Contemporary marketing practices" and outlines further ways of cross-country comparisons. ...
Added: November 21, 2013
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
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
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
Svetunkov S., Пономарев О. Б., СПб. : Издательство СПбГЭУ, 2015
Modern marketing is a system of many tools and technologies, subordinate unified scientific methodology. As part of this methodology are formed, improved and developed a variety of scientific theories by which knowledge about marketing systematized. The theory satisfactorily describes the marketing practice is impossible without including in it such an important element of the market ...
Added: September 17, 2015
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
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
Kolesnik N. A., Актуальные инновационные исследования: наука и практика 2013 № 4
. The article is focused on analysis of scientific publications on network model in different disciplines. Research explores content analysis method. Data base of international scientific papers since 1902 from Scopus was analyzed. We present multidisciplinary structure of the selection of articles which have got «network» in keywords or titles. The second part of article examines articles concerning “business ...
Added: January 28, 2014
Rebiazina V., Sharko E., Berezka S., Journal of Economics, Finance and Administrative Science 2024 Vol. 29 No. 57
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
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
Dvoryashina M. M., Петрушенко А., Рыштейн И., Известия Санкт-Петербургского государственного технологического института (технического университета) 2015 № № 30(56)/2015 С. 101-105
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 ...
Added: February 13, 2019
Rebiazina V. A., Смирнова М. М., В кн. : Маркетинг взаимодействия в инновационной экономике: сборник материалов международной научно-практической конференции. Ч. 1.: СПб. : Издательство Санкт-Петербургского государственного университета экономики и финансов, 2009. С. 36-47.
Цель исследования – рассмотреть природу инноваций через призму взаимодействия фирмы с ключевыми партнерами. Выбор ключевых партнеров и оценка их вовлеченности в развитие инноваций способствует определению основных параметров инновационности, поскольку взаимодействие с внешними партнерами и эффективное межфункциональное сотрудничество рассматриваются как основной критерий дифференциации для фирмы. Предположения исследования проверяются на основе выборки крупных копаний из 34 регионов ...
Added: February 25, 2013
Rebiazina V. A., Kushch S., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2011 № 1 С. 77-104
In this article the system of companies’ relationships with partners is investigated through the lenses of the portfolio theory approach and the results of this analysis are introduced; also the definition of relationship portfolio is given and the main models of building relationship portfolios with buyers and suppliers are explored. The system of criteria for ...
Added: October 3, 2011