Современные маркетинговые практики в России: результаты эмпирического исследования

Olga A. Tretyak; Vera A. Rebiazina; Tatiana V. Vetrova

Authors

Olga A. Tretyak National Research University Higher School of Economics, Moscow, Russia https://orcid.org/0000-0001-7072-4117
Vera A. Rebiazina National Research University Higher School of Economics, Moscow, Russia https://orcid.org/0000-0002-0150-947X
Tatiana V. Vetrova National Research University Higher School of Economics, Moscow, Russia https://orcid.org/0000-0002-6166-4420

Abstract

The article presents the findings of empirical study aiming at construction of the topology of contemporary marketing practices in Russia. The adopted methodology of international Contemporary Marketing Practices (CMP) project was used and specific design was developed to carry out project in Russia. We identified five clusters and characterized the whole complex picture of marketing practices in Russia. The paper provides additional arguments to possibility of exploring the adapted CMP framework to conduct the research of emerging market in spite of the fact that it was developed for advanced markets. The real gap between modern scholarly understanding of marketing and marketing practices in emerging market was revealed. The main directions of further research and development of the CMP methodology were suggested.

Keywords:

Contemporary Marketing Practice, emerging markets, typology, relationship marketing, transactional marketing

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References

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