Marketing for exhibitions in Russia
Borodina, Anna (2016)
Saimaan ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016060612027
https://urn.fi/URN:NBN:fi:amk-2016060612027
Tiivistelmä
The purpose of the study is to determinate how the European companies may market the international trade fairs in order to attract and serve Russian business customers. The aim was to find out what kind of marketing are tools available for small companies perceiving new market opportunities with Russian business market.
The study was carried out by analysing the secondary sources and a massive corpus of publications related to marketing in Russia and exhibitions. The research method was content analysis for marketing texts.
Based on the findings of the study, relationships marketing, key accounts management, positioning and differentiation are suggested to be applied in the modern Russian market environment. The study nvestigated that European marketers utilize more sophisticated marketing tools for the mature European market than Russian companies do. With this expertize, European companies have an opportunity to stand out from the local competitors in the Russian market.
The study was carried out by analysing the secondary sources and a massive corpus of publications related to marketing in Russia and exhibitions. The research method was content analysis for marketing texts.
Based on the findings of the study, relationships marketing, key accounts management, positioning and differentiation are suggested to be applied in the modern Russian market environment. The study nvestigated that European marketers utilize more sophisticated marketing tools for the mature European market than Russian companies do. With this expertize, European companies have an opportunity to stand out from the local competitors in the Russian market.