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Глава 5. Сегментирование, выбор целевого рынка и позиционирование товара
Гл. 5. С. 178-213.
In book
Galitsky E., Galitskaya E., Dolgova M. V., Дымшиц М. Н., Kazakov S. P., Latyshova L. S., Lipsits I. V., Oyner O. K., Panteleeva E., Porotnikova N., Sanamyan E. I., Tyurin D. V. М. : ГЭОТАР-Медиа, 2012
Tsaplin E., Бушеленкова С. В., Проблемы теории и практики управления 2015 № 2 С. 127-132
This article discusses the concept of web 3.0 and the upcoming changes related to the use of this technology in the marketing field. The exploratory study presents the results of the research of possible development directions of crowdsourcing technologies, remote work, and management of unstructured distributed data in the open Internet. The article discusses in ...
Added: October 19, 2014
Novatorov E. V., Marketing Science eJOURNAL 2016 Vol. 9 No. 28 P. 1-40
The broadening marketing concept was introduced in 1969 and was
initially well-received by marketing scholars. However, during
the subsequent four decades, the concept has been increasingly
questioned and has divided marketing scholars into two opposing
camps. This paper traces the evolution of the broadening
marketing proposition and critically examines the arguments put
forward against the ...
Added: October 3, 2016
Oyner O. K., Lipsits I. V., Kazakov S. P. et al., М. : Геотар-Медиа, 2014
Данный учебник опирается на содержание лучшей (по рейтингу Гильдии маркетологов России в 2007–2010 гг.) бакалаврской программы подготовки профессиональных маркетологов в Национальном исследовательском университете «Высшая школа экономики» с адаптацией к особенностям маркетинга на фармацевтическом рынке. Авторы учебника — ведущие преподаватели Департамента маркетинга Высшей школы экономики и специалисты-практики. В книге рассматриваются основные проблемы и инструменты современного маркетинга, ...
Added: March 13, 2015
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
Sergeev P., Samylina D., Communications. Media. Design 2021 Vol. 6 No. 3 P. 115-128
This article describes the process of studying users’ behaviour in the digital space and creating psychographic portraits using an automated system inside the VKontakte (VK) social network and collecting users’ information. Within the framework of this study, the authors attempted to prove the possibility of implementing these data for small and medium-sized businesses’ goals and ...
Added: January 31, 2022
Kazakov S. P., Российское предпринимательство 2011 № 8-1 С. 94-100
The article considers and summarizes the existing approaches to measuring efficiency of marketing and proves the need for their combined use by Russian companies in the post-crisis conditions. ...
Added: November 30, 2012
М. : ФГБОУ ВПО «Государственный университет управления», 2017
Readers are presented the results of research on marketing problems and increasing the competitiveness of graduates-marketers. The directions and priorities of improving the standards and technologies of marketing teaching, the saturation of disciplines with modern marketing technologies and tools used in various industries and spheres of activity are considered.
The publication is devoted to Corresponding Member ...
Added: December 16, 2017
Matich L. Y., Klubova M., Философия хозяйства 2016 № 3 С. 128-138
Identifying and changing tastes of customers, market segmentation,
targeted ads are the basis of modern marketing policy of every
company. Marketing basics were laid in the 50-ies of XX century. When the
problem of adapting demand increased as a result of technological progress
the proposal has become a necessary condition for economic growth. The
article identifies Malthus and Veblen ideas ...
Added: September 1, 2016
Korneeva I., Маркетинг в России и за рубежом 2016 № 5 С. 4-12
The article describes theoretical aspects of using marketing in work of NCOs. The paper argues that the concept of marketing is worth to expand to the study of nonprofit sector, market orientation as a form of realization of the concept of marketing in non-commercial organizations has been analyzed both as a philosophy, giving rise to ...
Added: September 30, 2016
Korneeva I., Маркетинг в России и за рубежом 2016 № 2 С. 18-27
The article discusses theoretical aspects of marketing approach to fundrasing in nongovernmental organizations. The author analyzes the marketing concept of fundraising, discusses major approaches to its measuring and provides and in-depth account of its major components: collecting information about needs, preferences, motives of donors, distribution of information between employees and departments of an organization, coordinated ...
Added: September 30, 2016
Kiseleva S. V., Росянова Т. С., В кн. : Когнитивные исследования языка. Вып. XIX: Когнитивное варьирование в языковой интерпретации мира.: Тамбов : Издательский дом ТГУ им. Г.Р. Державина, 2014. С. 80-90.
This article deals with a number of issues concerning studing English terminology of marketing from a cognitive point of view. Thus, the importance of analysing dynamics in conceptualisation and categorisation done by professional markiting experts has been outlined. Abbriviated terms of the term-system "markketing" are discussed as illustrating examples. ...
Added: March 21, 2015
Karacharovskiy V., Problems of Economic Transition 2011 Vol. 53 No. 11 P. 23-38
The author argues that in crisis conditions a survival strategy for firms does not consist in abandoning investment but in adopting breakthrough ideas and technologies and applying them to production. ...
Added: February 7, 2013
Artemyeva M. V., Fomenkov D. A., Н. Новгород : Нижегородский государственный технический университет им. Р.Е. Алексеева, 2022
The textbook is intended for students and undergraduates, as well as for teachers. It includes all the components necessary for studying the discipline "Marketing of new products", including theoretical knowledge and materials for practical classes in the main sections of the discipline. The manual discusses modern tools and approaches used in the marketing of new products, ...
Added: October 20, 2023
Novatorov E. V., Consumer Social Responsibility eJournal 2013 Vol. 2 No. 68 P. 1-28
ABSTRACT The author deconstructs the prevailing conceptualization of public sector marketing and concludes it rests on three principles: voluntary exchange, an open system organization,and self-interest motivation. A review of the genesis of these principles revealed that alternative principles were ignored in the social science literature. Based on a qualitative analysis and critical hermeneutic approach a ...
Added: October 29, 2013
M. : -, 2013
The book contains articles considering various aspects of the analysis: macroeconomic, regional, sectoral, cross-cultural, etc. The current problems are analyzed: new ways of the development of space activities in the form of public-private partnerships, the opportunities for social responsibility programs in various sectors of the economy, as well as the sustainability of economic growth in ...
Added: November 17, 2013
Багиев Г. Л., Юлдашева О. У., Шубаева В. Г. et al., СПб. : Издательство Санкт-Петербургского экономического университета, 2020
Current monograph is devoted to the processes of transforming marketing activities under
the infl uence of technology changes, massive business environment digitalization and its implications
for consumer behavior. The focus of the monograph is made on evolution and innovations in marketing
models – both in Russia and abroad, as well as transition to the focus on consumer experience, ...
Added: October 2, 2020
Tulchinskii G. L., The Russian Journal of Communication 2017 Vol. 9 No. 3 P. 297-298
But, the main thing is the ambiguous consequences of such marketization, including political communication and morality. This is a paradoxical situation. The growth of the amount and availability of information is accompanied by a divergence in society. Thanks to social networks, online self-sufficient communities are formed, the members of which are husking each other, fighting ...
Added: January 11, 2018
Egorova N., Makarova E. A., Russian Journal of Management 2017 № 2
*Реализация соц. сети Facebook запрещена на территории России по основаниям осуществления экстремистской деятельности.
In the study, the authors evaluated the effectiveness of Social Media Marketing as a tool for brand promotion territory from the point of view of increase brand awareness and brand appeal. As object of research had chosen the Nizhny Novgorod city. The aim ...
Added: February 6, 2017
Rebiazina V. A., Смирнова М. М., В кн. : XIV Апрельская международная научная конференция по проблемам развития экономики и общества: в 4-х книгах. Книга 3. : М. : Издательский дом НИУ ВШЭ, 2014. С. 265-269.
Данное исследование посвящено изучению степени ориентации на клиента в российских промышленных компаниях. В настоящее время конкуренция на промышленных рынках значительно усилилась. Для сохранения и увеличения занимаемой доли рынка промышленным компаниям необходимо больше фокусироваться на нуждах своих клиентов. Уровень клиентоориентированности в российских компаниях в среднем гораздо ниже, чем в международных компаниях. Подобная ситуация ведет к потере ...
Added: April 1, 2014
Kazakov S. P., В кн. : Маркетинг: учебник по направлению подготовки 080200.62 «Менеджмент». Уровень подготовки «Бакалавр». : М. : ГЭОТАР-Медиа, 2012. Гл. 12. С. 383-408.
This course-book assembles the content of the The National Research University "Higher School of Economics" bachelor program in marketing which is rated as the best in the Russian Federadtion according to Marketers Guild of Russia in the years of 2007-2010. The author list of this book includes the leading instructors of the NRU HSE Department of ...
Added: March 5, 2014
Gridneva N. N., St. Petersburg : OOP, 2011
This study guide, being a logical continuation of the book by N.Gridneva and S.Solntsev ‘Business English’, is for the students of non-linguistic departments who study Business English. Its structure consists of several sections including a text on one of the five topics, a series of pre- and after-reading tasks on its understanding, and also a ...
Added: October 26, 2012
San Francisco : Springer, 2015
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations ...
Added: October 22, 2015
Prague : MAC Praque consulting LTD, 2016
Conference Proceedings of MAC-MME (Multidisciplinary Academic Conference - Management, Marketing and Economics) 2016, organised by Academic Conferences Association - the Non-profit organization providing expert advice in the field of education. The organization regularly organizes academic conferences for scientists and university teachers and students ...
Added: December 21, 2016
Novatorov E. V., Маркетинг в России и за рубежом 2014 Т. 6 № 104 С. 3-15
The article discusses the controversial concept of marketing for non-profit organizations. The existing theory of marketing for non-profit organizations developed with borrowing some concepts from the social sciences. From sociology, organizational behavior and anthropology were borrowed the concept of the organization as an open system, motivation, self-interest, bilateral voluntary exchange. Alternative concepts of organization, motivation ...
Added: December 8, 2014