Маркетинговые практики: теоретические подходы к определению и понимание представителями российских компаний

Abstract

The article presents the comparative analysis of theoretical approaches to the definition of marketing practices and their understanding by marketing representatives of Russian companies. The article analyzes the existing theoretical approaches to marketing practices as well as the basic models of marketing practices. The research methodology is based on the use of qualitative methods of data collection through semi-structured in-depth interviews with respondents and on the content analyses of this information. In-depth interviews with 91 representatives of Russian companies’ marketing departments were conducted as a part of the empirical research. The analysis shows that there is no uniform understanding of marketing practices among researchers in the marketing field and representatives of Russian companies. Researchers define marketing practices as a set of marketing tools, the method of marketing activities organization within the company as well as the company’s ability to adapt to environmental factors. There is a fragmentary understanding of marketing practices among the representatives of Russian companies including marketing implementation tools, marketing management in the company and specific marketing activities.