Municipal Marketing in Russia and abroad

Anokhin Egor V., PhD in Economics, Associate Professor at the Chair of Management and Marketing Nizhny Novgorod Branch of Federal State-Financed Educational Institution of Higher Professional Education Moscow State University of Economics, Statistics and Informatics, 37, Rozhdestvenskaya St., N. Novgorod, 603001, (Business address: 2A, Komarov St., N. Novgorod, 603029), Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

In the early 19th century high rates of the world population growth were observed with the increasing number of urban residents. The said tendencies as well as social-economic and political crises happening from time to time in life of any territory caused the need in the elaboration of new urban development concepts as their practical application would enable to enhance the life quality of townsfolk. This Article gives the definition of the essence, role and significance of the municipal marketing concept, analyzes municipal marketing strategies and tools, which application is topical under current conditions.

Keywords: marketing; town; strategy; management; municipal marketing; marketing tools; concept.

Socially Oriented Marketing Tools to Reduce the Volume and Streamline Collection of Solid Waste in the City

Bondarenko Victoria A., Doctor of Economics, associate Professor of Marketing and advertising department of the Rostov state economic University (RINKH), 69, B. Sadovaya, Rostov-on-don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Mirgorodskaya Olga N., Candidate of Economics, associate Professor of Marketing and advertising department of the Rostov state economic University (RINKH), 69, B. Sadovaya, Rostov-on-don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Waluyzhenko Anastasia V., student of the 5th course «Marketing», Rostov state economic University (RINKH), 69, B. Sadovaya, Rostov-on-don, 344002, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article analyzes the ways of using marketing tools and practice-oriented solutions in the framework of the socially-oriented concept to reduce the negative consequences of human activity in cities. On the basis of the conducted marketing research authors determine conditions of participation of the majority population of Rostov-on-don city in eco-activities.

Keywords: socially-oriented marketing; environmental marketing; eco-action; municipal solid waste; the co-investors.

Network Interaction Between Relevant Actors in the Implementation of Regional Green Marketing Projects

Lukina Anastasiya V., PhD in Economics, associated professor of the Marketing department Plekhanov Russian University of Economics, 36, Stremyanny per., Moscow, 117997, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article discusses the role of relationships and network interaction to provide proper support for effective implementation of green marketing projects in Russian regions. The author offered the conceptual framework of market actor’s network interaction and formulated the goals of green marketing in the region.

Keywords: network interaction, green marketing, sustainable growth, green marketing projects and programs, branding of the region.

Benchmarking Study Dairy Product Companies’ Websites

Kurcheeva Galina I., Ph. D., Associate Professor of Economic Informatics, Novosibirsk State Technical University, PR-t K. Marksa, 20, Novosibirsk, 6300073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Lisova Olesya O., Master of Economic Informatics department of the Novosibirsk State Technical University, PR-t K.Marksa, 20, Novosibirsk, 6300073, Russia

At the present time the development of innovative marketing tools which help to increase business performance, reduce expenses and time required to promote products and services remains highly relevant. The number of such marketing tools includes benchmarking.

Keywords: benchmarking; website; components of marketing; etalon; informative; effectiveness; dairy industry.

Developing a Scale of Estimation of Parameters of Efficiency of Activity Retail Trade Enterprises

Titova Natalya A., Ph.D. in Economics, docent to chair «Theory of the market» of the Novosibirsk State Technical University,PR-t K. Marksa, 20, Novosibirsk, 6300073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kolocheva Vlada V., Ph.D. in Economics, docent to chair «Theory of the market» of the Novosibirsk State Technical University, PR-t K. Marksa, 20, Novosibirsk, 6300073, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The authors offer the scale of estimation of parameters of efficiency of activity of retail trade enterprises, based on the selection of the parameters of quality of services according to the basic directions of customer’s perception of quality trading services. This method allows to estimate the parameters of efficiency of activity of retail trade enterprises.

Keywords: efficiency; quality of services; retail trade; quality parameters; scale of assessment.

Fashion Houses Communication Strategies in Fashion Industry.
Part 2. Fashion Houses Brand Promotion

Shevchenko Dmitriy A., PhD, professor of the Russian State University for the Humanities, an honorary member of the Guild of Marketers. Moscow, Russia (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article is devoted to the study of communication strategies that are used by companies in the market of fashion industry, mainly by means of public relations. The author analyzes the specific examples the feasibility and effectiveness of different marketing methods and tools to promote the fashion houses of their brands on the market. The author seeks to draw attention to the underestimation of marketing experts in this field of business use of public relations (PR).

Keywords: PR; fashion industry; fashion business; the fashion house; haute couture; pret-a-porter; fashion retail; target audience of the fashion industry; fashion consumers; positioning the fashion; segmentation of the fashion market; branding in the fashion industry.