Marketing practices of Russian companies within the context of financial results

P. 220–223.

Lagutaeva D., Tretyak O., Grigoriev A.

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 income and applying the KNN method analyse existent marketing practices patterns. As a result we find not random distribution, and establish the existence of MP patterns within the context of firm’s financial results. The results of the research can be useful for practitioners in marketing budget optimisation. Moreover, for scholars that will be a new research of marketing practices science, and we will know more about the nature of business marketing. Moreover, the research sheds light how methods of artificial intelligence can be used in management and marketing science.

Keywords: Россия, Russia, маркетинговые практики, contemporary marketing practices (CMP), companies’ performance, результативность компании, marketing practices, marketing and finance, KNN-method, маркетинг и финансы, KNN-метод, современные маркетинговые практики (CMP)

In book

GSOM EMERGING MARKETS CONFERENCE 2016

St. Petersburg: St. Petersburg State University Graduate School of Management, 2016.