Автор: Под редакцией Бравермана А.А / Edited by Alexander Braverman

Издательство: Adelphi, 2002

Количество страниц:

Contains detailed marketini case files of Russian giants Aeroflot, Svyazinvest, Avtovaz and Rosneft

This is a book about marketing in Russia. It is first and foremost addressed to the managers of national and international, large and small companies who are planning their business in Russia.

In the last two years, dozens of sociopolitical and economic factors which kept foreign investors out of Russia have been neutralized. Foreign companies increase the volumes of their investments and diversify them to new economic sectors.

Most foreign company managers are only vaguely aware of the ways marketing is done in Russia. Standard marketing approaches do not work while foreign consultants can provide neither reliable data nor advice.

The main purpose of this book is to give guidance to alternative ways of doing marketing in Russia.