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Отношенческая парадигма современного маркетинга
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 for further research presented
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
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
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
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
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
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
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
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
Belyavskiy B., Российский журнал менеджмента 2019 Т. 17 № 2 С. 179-202
Based on economic-sociological, marketing, and strategic management literature, we combine two classifications of inter-firm relations (horizontal and vertical) and propose the original typology of four ideal types of inter-firm exchange. The quantitative prevalence and the comparative economic efficiency of each ideal type are estimated using indicators of sales dynamics, changes in commodity range and competitive positions. The ...
Added: July 25, 2019
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
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
Karpinskaya E., Shirokova G., Вестник Санкт-Петербургского университета. Серия 8. Менеджмент 2019 Т. 18 № 2 С. 235-260
This paper offers an analysis of the main studies on entrepreneurial leadership, which is aimed at identifying the features of concept development, generalization and systematization of knowledge in this area. The analysis was based on publications in the leading international research journals during the period from 1994 to 2018. It results in the development of ...
Added: October 31, 2020
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
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
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
LINKING BUSINESS MODEL RESEARCH AND MARKETING: NEW NETWORK-BASED APPROACH TO BUSINESS MODEL ANALYSIS
Klimanov D., Tretyak O., Journal of Business & Industrial Marketing 2019 Vol. 34 No. 1 P. 117-136
Purpose – The purpose of this paper is to establish a connection between the business model (BM) and B2B marketing research by developing a new approach to the BM analysis and improvement, which is based on inter-organizational networks and value chains.
Design/methodology/approach – The methodology is based on mutual enrichment of methods and results of BM ...
Added: September 27, 2018
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
Belyavskiy B., Journal of Economic Sociology 2020 Vol. 21 No. 3 P. 151-173
This paper provides new theoretical implications for the concept of social embeddedness as one of the main objectives for business relations. Previous studies have considered social embeddedness as an external factor to market exchanges that forms outside of economic relations; in other words, embeddedness appears as an incidental product of market interactions. Here, I propose ...
Added: August 28, 2020
Багиев Г. Л., Бушуева Л. И., Kushch S. et al., Сыктывкар : Сыктывкарский государственный университет им. Питирима Сорокина, 2014
Книга посвящена наиболее активно развивающейся области маркетинга – маркетингу взаимоотношений. Обосновывается роль концепции маркетинга взаимодействия, ориентированной на долгосрочные взаимоотношения с клиентами и на достижение взаимовыгодных целей участвующих в процессе обмена ценностями субъектов рынка.
Рассмотрены эволюция и пути развития маркетинга взаимодействия в России; формирование, свойства и экономическое измерение эффективности систем маркетинга, а также оценка эффективности управления взаимоотношениями ...
Added: September 1, 2019
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
Rebiazina V. A., Смирнова М. М., Инновации 2011 Т. 7 № 153 С. 48-57
Цель статьи – рассмотреть природу инноваций через призму взаимодействия компании с партнерами, то есть выяснить, есть ли у компаний, функционирующих на российском рынке, необходимость вовлекать партнеров в процесс создания инноваций. Выбор ключевых партнеров и оценка их вовлеченности в инновационную деятельность способствует определению уровня инновационности компании, поскольку взаимодействие с внешними партнерами и эффективное межфункциональное сотрудничество рассматриваются ...
Added: February 23, 2013
Оренбург : ООО ИПУ "Университет", 2013
Конференция и сборник статей посвящены "Всемирному году статистики". Целью конференции является обечпечение тесного взаимодействия деятелей науки различного профиля и формирования основных направлений развития современной статистики и эконометрики. ...
Added: March 15, 2014
Сhkalova O. V., Экономический анализ: теория и практика 2013 № 13(316) С. 13-17
Ограничение выбора земельных участков для торговых центров в городской черте требует поиска участков за городом, что связано с необходимостью проведения соответствующих исследований. В статье представлена методика и разработаны рекомендации выбора месторасположения загородных торговых центров. ...
Added: October 29, 2013
Oxford Abstracts, 2021
Recovering from Covid: Responsible Management and Reshaping the Economy
In 2021, the 35th Conference and 2nd BAM Conference in the Cloud, will critically engage with the socio-economic recovery from the global Covid-19 pandemic.
Consumers, producers, frontline workers, managers, businesses, public and third sector organisations all have their own roles and responsibilities in transforming our marketised society for the post-pandemic world.
We will critically explore the challenges we all face, aiming to ...
Added: June 12, 2021