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Contents of N1/2012
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CONTENTS:
Marketing theory and methodology
The e-marketing mix: retrospective and evaluation of the modern state
Ospanova K., Master's Degree Student of the Department of Industrial Engineering and Management,South China University of Technology, Guangzhou, ChinaWritten under supervision of Associate Professor Tang D., e-mail:ko77ok@gmail.com
The marketing mix paradigm, in its famous version of the 4 Ps, went all the way through the evolution of marketing theory being object of discussion both in academic literature and managerial practice. Though it is the fact that the 4 Ps marketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created the need to review the elements which form the marketing mix. The digital business represents the more recent of the business contexts and the one with the greater need for a differentiation of the mix. Throughout this evolutionary process, researchers have always been divided between the "conservatives", who think the 4 Ps paradigm is able to adapt to the environmental changes by including new elements inside each "P", and the "revisionists", who affirm that the 4 Ps paradigm is obsolete and propose new models. This paper focuses on these two approaches to marketing mix evolution through a review of the literature regarding e-marketing mix, and in particular, science articles on the development of marketing mix theory.
Keywords: Internet Marketing, E-marketing Mix, Marketing Mix, Digital Business.
Sources
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- Jobber D. (2001). Principles and Practices of Marketing 3 rd. edition, McGraw Hill.
- Kalyanam K., & McIntyre S. (2002). The E-marketing Mix: a Contribution of the E-Tailing Wars. Academy of Marketing Science Journal, 30 (4): 487-499.
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- Pastore A., & Vernuccio M. (2004). Marketing, Innovazione e Tecnologie Digitali. Una lettura in ottica sistemica, Padua (IT): Cedam.
- Peattie, K. (1997). The Marketing Mix in the Third Age of Computing. Marketing Intelligence & Planning, 15(3), 142-150.
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«Emotional marketing»: myth or a new concept?
Mazur E.Ye, candidate of economical sciences, associate professor of the chair of economy and management ofOdessa National University named after I.I.Mechnikov, Ukraine,
e-mail:mazur_elena@mail.ru
This article presents a critical analysis of a current trend in marketing - "emotional marketing." We give the analysis of new notions arising from this concept. Using the theory of cycles of science by Thomas Kuhn pointed out the unfoundedless of consideration "emotional marketing" as a new paradigm.
Keywords: development of marketing, emotional and rational benefits of the goods, the market of emotions, paradigm, emotional intelligence, needs.
Sources
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- Robert K. Lovemarks. Brands of the future. Moscow: AST, 2005. – 224 p.
- Setiavan A., Kotler Ph., Kartadzhayya H. Marketing 3.0: From products to consumers and further - to the human soul. M.: Penguin Books, 2001. – 240 p.
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- Tereshchenko V.M. Marketing: new technologies in Russia. 2nd ed. - St. Petersbourg, 2004. – 416 p.
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- Schmitt B. Experiential Marketing. How to make the customer feel, think and act. - Fair-Press, 2001.
- Emotional marketing and marketing of emotions / / http://www.auramoscow.ru/emocionalnyj-marketing.html.
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Marketing tools
Cluster model of regional sensory preferences formation of consumers in introduction to the market of an innovative product
Zavorokhina N.V., Docent to chair « Merchandizing and examination» the Ural state economic university, the taster-expert, e-mail: degustator@olympus.ru
In article it is considered cluster model of formation of sensory preferences of the consumers, based on influence of environmental conditions of residing, national and religious priorities of consumers, influence of associative memory and marketing actions on sensory perception of the consumer the data of experimental researches of sensory sensitivity and sensory possibilities of consumers in various cities of the Russian Federation Are analysed.
Keywords: touch, the factor, cluster, the consumer, marketing, the tasting analysis.
Sources
- Beregnoy N.G. Role of modern methods of the sensory analysis by working out and promotion of new products in the market /The dairy industry . - 2005. - ¹ 4. – P. 34-36.
- The basic religious faiths on territories of Russia and their role in spiritual education of defenders of Fatherland / the Military bulletin of the South Russia (Rostov-on-Don). 2006. ¹ 36. – P. 6–7
- Lindstrom M. Brand in system of marketing communications/ Lindstrom Martin.
//Economic strategy. -2007. ¹ 2. -P. 188-189.
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Federation for 2009.
- http://www.gks.ru/ The report of the state committee on statistics of Russia "About results of the All-Russia census of 2002" at session of the Government of the Russian Federation on February, 12th, 2004
Marketing communications
Individual and personal implication of psychic processes in «the scenario» of forming a brand image by a consumer
Groshev I.V., Doctor of Economics, Doctor of Psychology, Honoured Science Worker of the Russian Federation, Professor, Pro-rector of Tambov State University named after G.R. Derzhavin, å-mail: aus_tgy@mail.ru
Krasnoslobodstev A.A., Senior Lecturer of the Staff Management and Marketing Department
of Tambov State University named after G.R. Derzhavin,Director of the Research Centre on the problems of industrial brand management, promotion and management of brand capital at the goods markets, å-mail aus_tgy@mail.ru
The process of forming a brand image with a consumer is examined in the article. The instruments of forming the mechanism of creating the brand image in the consumer’s mind are suggested.
Keywords: brand, image, psychic processes, product, consumer, offer, information, values.
Sources
- Aaker J. Dimensions of Brand Personality//Brand management. – 2001. - #2. – PP. 12-25.
- Andreeva G.M. Psychology of Social Cognition. – M.: Aspect-Press, 2004. – 321 p.
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The analysis of unsuccessful implementation of measures on event-marketing
Mansurov R.E.,The director Zelenodolskovo of branch of Institute of economics, control and right (Kazan), candidate of economical sciences, senior lecturer, e-mail: Russell_1@mail.ru
The summary. In the given article the experience of an implementation on Event - marketing in the educational company is esteemed. The accent on the most widespread errors is done(made) at planning(glide) and implementation of similar measures.
Keywords: marketing of events.
Improvement of industrial systems names
Chajkov M.Ju., D.Tech.Sc., Assoc. Prof., of the Ural federal university of the first President of the Russian Federation B.N.Eltsina, e-mail: chaykov@uemz.ru
In article technologies of a choice of the name in leading firms of the world are considered. Necessity of bright names, including, for industrial systems which will allow to increase an involvement of the personnel into the processes is proved, allowing to increase efficiency and competitiveness of manufacture.
Keywords: Choice of the name, industrial system, competitiveness, a trade mark.
Sources
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- Part IV of the Civil Code.
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Advertising atrategies
Artemeva Ju.V. - the deputy the chairman of Board of directors of group of companies "Growthactive" (Russia), e-mail: 287014@rostaktiv.com
There are 13 marketing strategy at John Von Achen, the expert-practice who in practice applies every day all possible methods and offers not simply ideas, and the working information . Workers much of them, and here about some it is better to forget forever. Let try to apply them in advertising practice.
Keywords: Advertising strategy, advertising, tactics, the purpose, the brand, competitive position, the client, differences from others, marketing, sell.
Sources
- John Von Achen.Forbidden marketing. Ì.2005.
- Harry Beckwitt. Selling the invisible. M.,2009.-224 p.
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Innovative marketing
Analysis of competitive environment of the technology parks: methodology basis
Maltseva A.A., Ph.D., Chief of Scientific and Technical Information and Organization of Scientific Work of Federal State Budget Educational Institution of Higher Professional “Southwest State University”, e-mail: 80179@list.ru
Summary: In article questions of the theory and methodology of the analysis of the modern technology parks competitive environment of which are formed on the basis of updating of fundamental marketing bases taking into account specificity of the technology parks activity are considered. An author's sight at a problem of carrying out of the competitive analysis in technopark the estimation of the competitive forces operating on technology park, its competitive positions and key factors of success includes key aspects, such as definition of dominating economic characteristics and the motive forces, causing changes in sphere of rendering of business services to the innovative companies.
Keywords: technology park, innovative company, competitive analysis, business services
Sources
- Armstrong G., Kotler F. Marketing: An Introduction. M: ”Williams”, 2007 – 832 p.
- Maltseva A.A. The conceptual framework of organization and functioning of the science and technology parks management company. – Kursk: Southwest State University, 2011. – 226 p.
- Maltseva A.A., Frolov S.N., Bobkov E.A. Conceptual bases of the organization of infrastructural support of small high technology business//the Economic analysis: the theory and practice.- M., Open Company “Financial press”, 2011. - ¹ 12. – Ð. 8-16.
Internet-marketing
Company’s website as a marketing communication tool
Shurchkova J.V., Ph.D. Economics, Associated Professor of World Economy and Foreign Economic Activity of Voronezh State University, e-mail: jshurchkova@mail.ru
Abstract. Using a commercial company's own web site allows it to generate the full range of marketing communications on the Internet, to realize the goal of improving sales, branding, informational purposes. The main characteristics of the sites of commercial companies identified: information, attractiveness, ease of navigation, features, feedback.
Keywords: website, marketing communications complex, the characteristics of the web site
Sources
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- Usunier J.-C. B2B Web Sites: Advertising or Relationship Development? / Jean-Claude Usunier , BjÖrn S. Ivens, Nicolas Roulin. – INSTITUTE OF RESEARCH IN MANAGEMENT, 2008. – 37 p.
Internet forums as marketing tool
Deinekin T.V.,PhD in Economics, assistant professor of marketing and commerce MESI,
e-mail: tihon@zmail.ru
Forums are one of the oldest means of communication on the Internet. However, the market-logs are not so often use this tool to communicate with consumers. This is partly due to the complexity of predicting the effectiveness of this tool, in part - poor theoretical basis of its application. The author, who has ten years experience creating and managing online forums, sharing his practical and theoretical Kimi developments.
Keywords: internet marketing, online forums.
Sources
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Distribution channels
The problem of corporate and public procurement in the transitional economy of Russia
Pleschenko V.I., PhD in Economics, Head of Division, Goznak, e-mail: v_pl@mail.ru
The evolution of the purchasing process in Russia, moving from a centralized distribution system in the USSR to a free market interaction is described as well as the problems connected with it. The author evaluates the impact of different factors on improving the efficiency and transparency of purchasing process, development of competitive environment and business culture.
Keywords: procurement process, transitional economy, efficiency, transparency, competion.
Sources
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- Kleiner G.B. Institutional aspects of the reform of the industrial enterprises // Problems of Theory and Practice of Management. – 2002. – No. 4. - pp. 24-30.
- Barinov V.A., Sinelnikov A.V. Development of the organization in a competitive environment // Management in Russia and Abroad. – 2000. – No. 6. - pp. 3-13.
- Russian industry at a crossroads: What impedes our companies be competitive // Questions of Economics. – 2007. – No. 3. - pp. 4-34.
- Tsuklo S. Competition in the Russian industry in 2003-2009. – M.: Publishing house of Gaidar’ institute, 2011. – 136 p.
- Heather Ken. The Economics of Industries and Firms / a tutorial. – M.: Finance & statistics, 2004. – 480 p.
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Dropshipping - the revolutionary form of the goods sale
Kaluzhsky M.L., Ph. D., Associate Professor of Marketing; Department of Economy, Management and Marketing; All-Russian State Distance Learning Institute of Finance and Economics; Associate Professor of Marketing; Department “The Organization and Management of the High Technology Manufactures; Omsk State Technical University
e-mail: frsr@inbox.ru
In the article social and economic consequences of development dropshipping are analyzed. Dropshipping consider as a new form of the organization of sales, prompt winning the Russian market. Proved, that development of dropshipping radically changes an infrastructure of promotion of the goods, leads to toughening of a competition to traditional forms of trade, does accessible the Internet-trade for any person possessing access to the Internet and the having seed capital. Revealed, that It opens huge prospects not only for simple people, but also for the Russian manufacturers who at correct use of opportunities dropshipping can get with the minimal expenses direct access to the world market.
Keywords:Internet-marketing, dropshipping, world economic crisis, globalization, internet-auction, electronic trading platform, payment systems
Sources
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- http://minsvyaz.ru/ru/monitoring/index.php?id_4=42227
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Discussion club
Presenting normative theory of marketing
Konovalov Y.V., Candidate of Technical Sciences, Professor of Marketing and International Business Academy of Marketing - IMSIT (Krasnodar), e-mail: konovalovevgen@mail.ru
This is the third article, representing the NTM. It sets out basic information about the structure of NTM, the content of the base module, comprising functional blocks and their interconnections. Here are the details: 1. The concept of technologizing marketing. 2. The concept of governance of the terminal company. 3. The original scheme of corporate marketing technology company abstract (KMT-A). 4. The strategic adjustment of the system of marketing management.
5. Online configuration of individual control loops.
Keywords: basic concepts, marketing pressure, the marketing mix 4P, synthesis of the marketing mix 7PM-WAS, concept technologizing, Corporate Marketing Technology (CST), the terminal system of enterprise management, the control action, control circuit (CC), the strategic adjustment of KU, the operational setting CG, retrospective-tion management, system synthesis of complex objects.
Sources
- Konovalov EV The normative theory of marketing. Announcement / / Marketing in Russia and abroad. - 2011. -
Number 4.
- Konovalov EV The normative theory of marketing. Basis / / Marketing in Russia and abroad. - 2011. - ¹ 5.
- Konovalov EV Fundamentals of Marketing. Basic Course: Textbook. allowance for higher education in the specialty 080111.65 - Marketing. - Krasnodar IMSIT, 2006.
- Boyett, Joseph, Jimmie Boyett. A marketing guru. - M.: Publishing house Penguin Books, 2004.
- F. Kotler, Armstrong G., Saunders J., Wong V. Principles of Marketing: per.s English. - 2nd Europ. ed. - Moscow, St. Petersburg.: K.: Izdat. house "Williams", 2003.
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Short messages
Using telecommunicative services and Internet
Stetcsenko U.V.,
e-mail: Yulia.Stetsenko@gfk.com
Russians are conservative in their love to brands
Shashkin A.V., PhD. In Sociology, Chief Executive Officer, Online Market Intelligence (OMI),
e-mail: ashashkin@omirussia.ru
Felonina Ju.V., Executive Marketing Officer Online Market Intelligence (OMI),
e-mail: jfelonina@omirussia.ru
List of articles published in journal «Marketing in Russia and Aboard» in 2011
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