Russian Marketing Association
Marketing for Small and Medium Enterprises (SME)
Russian Marketing Association (RAM) considers marketing as an essential instrument for increasing SME's
effectiveness and investment growth. A skilled development of marketing strategy allows optimization of
company's activities, proper defining of target groups of goods and services, adjusting distribution
system etc.
In this conjunction RAM developed 2 Practical handbooks for driving companies
profitability on the basis of marketing, which represents a step-by-step procedure for elaboration
of a marketing strategy of a medium and small enterprises. Under the aegis of RAM a work team consisted of
14 experts from different Russian regions. The experts were not only professional consulters, but
also top-managers from medium enterprises responsible for marketing policy. The main task of
the authors was to develop an intelligible and practically realizable methodic which will be useful
even for people with no marketing education. As a result the logic of the handbooks implies complex
marketing support starting from market environment study up to developing a schedule of marketing
plan implementation as well as its controlling.
Especially for Small and Medium Enterprises RAM developed a section dedicated to "Best marketing
practices". It contains marketing projects carried out by Russian and foreign companies. The presented
material is a practical handbook for development of a marketing strategy. Case studies are classified
by industries; each one comes with a short description. Information about the projects includes their
history and the results of their implementation by a certain company.
Best marketing practices
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