Маркетинг на развивающихся рынках: подходы к определению и направления исследований

  • Ольга Николаевна Алканова Институт «Высшая школа менеджмента» Санкт-Петербургского государственного университета, Россия https://orcid.org/0000-0002-2530-6765
  • Мария Михайловна Смирнова Институт «Высшая школа менеджмента» Санкт-Петербургского государственного университета, Россия https://orcid.org/0000-0003-2799-9136

Аннотация

В статье подробно рассматриваются вопросы, связанные с определением развивающихся рынков в целом и отнесением к этой категории отдельных стран. В развитие работ [Burgess, Steenkamp, 2006; Sheth, 2011] отмечается, что развивающиеся рынки предлагают вызов существующей методологии и наработкам в области исследований по маркетингу и, соответственно, требуют дополнительной проверки валидности выбираемых исследователями подходов к изучению и измерению управленческих переменных. Авторы утверждают, что в существующих условиях представляется не только возможным, но и необходимым переосмысление основных направлений развития теории маркетинга и исследовательской методологии в маркетинге с позиции изучения развивающихся рынков.

Ключевые слова:

развивающиеся рынки, развивающиеся страны, развивающиеся экономики, стратегии маркетинга на развивающихся рынках

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Литература

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Опубликован
2014-03-30
Как цитировать
Алканова, О., & Смирнова, М. (2014). Маркетинг на развивающихся рынках: подходы к определению и направления исследований. Российский журнал менеджмента, 12(1), 95–108. извлечено от https://rjm.spbu.ru/article/view/222
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