Маркетинг на развивающихся рынках: подходы к определению и направления исследований
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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Опубликован
30.03.2014
Как цитировать
Алканова, О. Н., & Смирнова, М. 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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Статьи журнала «Российский журнал менеджмента» находятся в открытом доступе и распространяются в соответствии с условиями Лицензионного Договора с Санкт-Петербургским государственным университетом, который бесплатно предоставляет авторам неограниченное распространение и самостоятельное архивирование.
