• December 15, 2017, 03:56 AM
• Welcome, Guest. Please login or register.
Did you miss your activation email?
Perusing The Shelves

Author Topic: UL Contemporary marketing practices in Russia  (Read 2204 times)

skyhew

  • Guest
UL [SHARE] Contemporary marketing practices in Russia
« on: October 08, 2008, 03:27 AM »
Contemporary marketing practices in Russia
Ralf Wagner
Faculty of Economics, Business Administration and Marketing, University of Bielefeld, Bielefeld, Germany


Keywords: Cluster analysis, Marketing, Relationship marketing, Regional marketing, Russia Paper type Research paper



Quote
Abstract:

Purpose ? This study investigates the validity of the relationship paradigm in contrast with the marketing-mix paradigm with respect to modern Russian markets. Moreover, the specifics of Russian marketing practices are outlined and a comparison with marketing practices in other countries is provided.

Design/methodology/approach ? The paper is rooted in the theoretical framework of the ?Contemporary Marketing Practices? project. Data about marketing practices are gathered with standardised questionnaires and groups of organisations are identified using cluster analysis, the gap criterion, and canonical discriminant analysis. By comparing scores for relational marketing as well as transactional marketing, the marketing practices are described and contrasted with those in Argentina and Canada. To assess the success of different combinations of marketing activities, association rules are computed.

Findings ? Contemporary Russian marketing practices cover only a narrow spectrum of the diversity of marketing practices observed in other nations, and the overall intensity of marketing activities is low in comparison with international benchmarks. Overall, the relevance of the traditional transactional marketing concept holds for current practices and market conditions in Russia. Relational activities are considered as merely additional rather than as alternative options of developing organisations? marketing. Practitioners can adjust their marketing to the patterns of profitable activities revealed by this investigation. In particular, the new possibilities arising from IT-based marketing are found to be not utilised by vendors who are already established in Russian markets.

Originality/value ?The paper brings Russian markets into the academic discussion. Additionally, the use of association analysis for the evaluation of patterns of marketing activities and their success is introduced.


« Last Edit: October 08, 2008, 03:28 AM by skyhew »
 

Advertisement


Tags:
 

Related Topics

  Subject / Started by Replies Last post
0 Replies
1966 Views
Last post October 08, 2008, 02:53 AM
by skyhew
1 Replies
2971 Views
Last post June 03, 2009, 04:26 AM
by hameed445
0 Replies
1837 Views
Last post October 08, 2008, 03:19 AM
by skyhew
0 Replies
1637 Views
Last post October 08, 2008, 03:23 AM
by skyhew
0 Replies
1982 Views
Last post October 08, 2008, 05:48 AM
by skyhew
0 Replies
2357 Views
Last post October 08, 2008, 06:34 AM
by skyhew
0 Replies
492 Views
Last post April 14, 2017, 09:25 AM
by Dragon50