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April 30, 2026
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Методические различия международного и российского проекта «Современные маркетинговые практики»

С. 62–72.
Vetrova T.
Language: Russian
Full text
Keywords: contemporary marketing practices (CMP)современные маркетинговые практики (CMP)
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
Современный менеджмент: проблемы, гипотезы, исследования. Вып.6 [Электронный ресурс]: Сборник научных трудов
М.: Издательский дом НИУ ВШЭ, 2015.
Similar publications
Marketing practices of Russian companies within the context of financial results
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
Место и роль концепции внутреннего маркетинга в системе современных маркетинговых подходов
Dolzhenko R. A., Vetrova T., Маркетинг и маркетинговые исследования 2016 № 3 С. 198–207
The article describes the essence of internal marketing, the evolution of its concept and the main directions of its implementation in the company. Internal marketing represented as an ideology of institutional activities which companies should consider staff as internal customers in conjunction with external customers of the company as a basis for formation the system ...
Added: April 5, 2016
Investigation of contemporary marketing practices: A Modeling Approach
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
Типы маркетинговых практик и финансовые результаты деятельности компаний в России: результаты эмпирического исследования.
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
Сравнительный анализ маркетинговых практик российских компаний: трансакционный маркетинг и маркетинг взаимодействия
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
Современные маркетинговые практики в России: результаты эмпирического исследования
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
Contemporary marketing practices: история развития проекта и направления адаптации к российским условиям
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
Маркетинговые практики: теоретические подходы к определению и понимание представителями российских компаний
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
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