Современные маркетинговые практики в России

Лагутаева Д. А.

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 advanced and emerging countries. In this work we study marketing in the Russian market. The paper examines the state of marketing practices in Russia with the help of the international project methodology Contemporary marketing practices (CMP), developed at Auckland University. This methodology allows to describe and classify existing market practices. The instrument of investigation is CMP’s questionnaire, which was translated into Russian. The questionnaire examines the company to one of the types of marketing: transaction marketing, database marketing, interactive, internet marketing and network, or to the intersection of these types. The paper describes existing practices in the Russian market by cluster analysis. Moreover, the paper presents cross-country comparison among CMP’s studies. In this paper, there is no explanation of the reasons for these results, but it puts forward a number of hypotheses to be tested in the future study.

Keywords: Russia, cluster analysis, кластерный анализ, маркетинговые практики

Publication based on the results of: Современные маркетинговые практики в России (2013)

In book

Современный менеджмент: проблемы, гипотезы, исследования. Вып.6 [Электронный ресурс]: Сборник научных трудов

М.: Издательский дом НИУ ВШЭ, 2015.