Justifying Companies’ Marketing Models for a Winning Business Strategy

Abstract

This chapter addresses issues within the marketing orientation business in Russia and identifies the demand for marketing models to increase consumer orientation. The chapter reveals the approaches used to organize effective marketing models including national business-specific features.

The authors show the importance of the marketing frameworks in emerging markets. A number of conclusions have been drawn on the most popular marketing tools.

Citation

Bondarenko, V.A. and Pisareva, E.V. (2018), "Justifying Companies’ Marketing Models for a Winning Business Strategy", Grima, S. and Thalassinos, E. (Ed.) Contemporary Issues in Business and Financial Management in Eastern Europe (Contemporary Studies in Economic and Financial Analysis, Vol. 100), Emerald Publishing Limited, Leeds, pp. 41-48. https://doi.org/10.1108/S1569-375920180000100006