The Model of Contemporary Marketing Practices (CMP) in the Russian Market: Evidence from Empirical Research

Abstract

Previous research has shown that emerging markets represent a significant part of the world economy and are expanding their share. However, they are still not well examined in the marketing field. Russia is especially neglected in the academic discussion of overall marketing strategy. Previous research indicates that the model of “Contemporary marketing practices” (CMP) is commonly used as a classification scheme of marketing practices both in developed and developing markets. This article examines how “Contemporary marketing practices” (CMP) works in Russia and tests the CMP model in the Russian market to reveal what types of marketing practices (transactional marketing, database marketing, interactive marketing, network marketing and relationship marketing) are most often used by Russian companies. The article is based on a quantitative study of 329 Russian companies and includes a cluster analysis that shows that types of marketing practices are common for the Russian market. Empirical results of cluster analysis shows that basic marketing practices are widely found in emerging Russian market though their characteristics differ dramatically from those on developed markets.