Russian Marketing Association
Publications
Marketing in Russia: challenges large companies face
Edited by prof. Alexander Braverman
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).
See also remarks on "Marketing in Russia: a Russian Perspective" by professor A. Braverman,
president of the Russian Marketing Association, at a luncheon at the American Chamber
of Commerce in Russia: amcham.pdf (387k).
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