Evolution and national peculiarities of the Russian marketing-management

Igor A. Arenkov1, Vladimir V. Zyabrikov2
1 Санкт-Петербургский государственный экономический университет
2 Санкт-Петербургский государственный университет

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Journal paper

Russian Journal of Entrepreneurship *
Volume 17, Number 15 (August 2016)
* Этот журнал не выпускается в Первом экономическом издательстве

Citation:

Arenkov, I. A., & Zyabrikov, V. V. (2016). Evolution and national peculiarities of the Russian marketing-management. Russian Journal of Entrepreneurship, 17(15), 1709–1726. https://doi.org/10.18334/rp.17.15.36155

Abstract:
The article implements the systemic approach to the study of the main elements of the company’s internal environment and management functional areas. Modern marketing-management instruments have been divided into global and national ones that are to be used with account of the Russian peculiarities. The authors consider the use of strategic management instruments, such as balance score card, life cycle theory, value chain, PEST – analysis for the correct comparison of the marketing function with other most important management functions.

Keywords: strategic management, strategic marketing, business culture, value chain, company’s lifecycle phase, balance score card

JEL-classification: M14, L21, L10

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