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| Author: | Wagner, R. |
| Title: | Contemporary marketing practices in Russia |
| Journal: | European Journal of Marketing
2005 : VOL. 39:1-2, p. 199-215 |
| Index terms: | Cluster analysis Marketing Regional planning Relationship marketing Russia |
| Language: | eng |
| Abstract: | The paper investigates the validity of the relationship paradigm in contrast with the marketing-mix paradigm with respect to modern Russian markets. Moreover, the specifics of Russian marketing practices are outlined and a comparison with marketing practices in other countries is provided. The paper is rooted in the theoretical framework of the "Contemporary marketing practices" project. |
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