Marketing in Russia: Challenges Large Companies Face
|Edited by Alexander Braverman|
Microsoft Office XP Professional. 6 книг в одной
Описание:For most managers of Western companies Russian marketing remains enigmatic. As a rule, standard marketing approaches do not work and the developing economy almost daily creates new peccadilloes for the marketologist. However, most socioeconomic problems, which deterred the flow of foreign capital into Russia in the last few years, have been solved. The book describes marketing alternatives. It starts with an outline of development trends and examines the most lucrative branches of the economy, focusing on access to reliable marketing data sources. On the practical side, the authors provide first-hand coverage of oil and gas marketing strategies, the marketing of services (using Aeroflot, the national passenger airline, as an example), telecommunications, and consumer goods (the competition among automakers).