Contents of N2/2006

all contents

Editor's column

THEORY AND METHODOLOGY OF MARKETING

Once again about "brand" definition
E.P. Golubkov

MARKETING TOOLS

Contemporary methods of analysis and forecasting in the tasks of substantiation of marketing decisions
V.V. Davnis, V.I. Tinyakova

MARKETS: STATE AND DEVELOPMENT

Pharmaceutical market: participants, state and development
T.A. Nalchadzhy, Z.L. Lazareva

Marketing aspects of commercial use of package waste in Russia
V.A. Bondarenko

PRODUCT POLICY

Transaction costs of brand institution formation
E.V. Seryogina, E.V. Popov

Creation of varnish and paint materials brand in Yaroslavl region
Y.E. Kislova, E.A. Voronina

MARKETING COMMUNICATIONS

Analysis of formation of world advertising market and advertising in Russia
V.A. Polyakov

Reasons for declining of promotion mix influence on the customers
I.D. Podolyak

COMPETITIVENESS

Definition hierarchy of competitiveness of market players
Z.A. Vassilieva

About the economic essence of "company's competitiveness" and "management of company's competitiveness" definitions
R.E. Mansurov

Labour market competitiveness: genesis of social and economic essence
S.I. Sotnikova

MARKETING FOR NON-PRODUCTIVE SPHERE

Marketing of non-profit sanatoria
A.M. Vetitnev, E.V. Tsiryuta

Russian economic high educational establishments: image or market share?
A.N. Gvozdeva

REGIONAL MARKETING

Role of marketing in the territory's identification
O.V. Zherdeva

INTERVIEW

Interview with Doctor Thomas Proske, manager of medicine marketing department, Schering Company

NEWS

Philip Kotler and Martin Lindstrom in Moscow

PUBLICATIONS

The list of dissertations defended in 2004