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Theoretical and Applied Economics
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MAIN PAGE > Journal "Theoretical and Applied Economics" > Rubric "Marketing research"
Marketing research
Moskalyuk M.V., Kistova A.V., Sertakova E.A. - Modern Marketing of Art Museum (Regional Particularities) pp. 13-26

DOI:
10.7256/2409-8647.2016.4.20963

Abstract: In today's society PR technologies are used not only in commercial projects but also in non-profit ones such as activities of art museums. The article presents an overview of the main problems of modern museum marketing in terms of promoting non-profit art museums through popularization of their collections. Branding of art museums is considered as the core technology here. Key issues related to implementation of technologies described in modern researchesare identified based on the example of the analysis of activities in the Krasnoyarsk Museum of Art named after Surikov during the period since 2011 till 2012. The methodology of the present research is the algorithm of creating a brand which is also discussed by today's museum community as the mechanism for popularizastion of museum funds of different kinds and sizes. The main conclusions of the research relate to understanding the actual status of PR technologies in the activity of art museums. Today's situation with art museums emphasizes the need for qualitative interaction between young museum staff generating and developing new ideas and museum 'old identities' who have unique knowledge about museum pieces. The fact that there is no such communication now has a negative effect on the depth and quality of activities and events arranged at art museums. 
Bozhuk S.G., Pletneva N.A., Evdokimov K.V. - Interrelation of marketing and innovations in realization of market orientation of the organization pp. 110-124

DOI:
10.25136/2409-8647.2018.4.23424

Abstract: The aim of this research is to analyze the results of realizing the market-oriented concept in Russian automotive market and to determine the impact of marketing on its development. M. Porter and R. Grant's model of competitive forces was used to assess the prospects for changing the situation and the main moving forces determining the state of the automotive market. The research revealed that the impact of complementary goods and services: fuel (energy sources), car insurance, car loans, parking, maintenance and repair services is the main moving force in the automotive market. The car manufacturers should build their market orientation on the balance between innovation and marketing competences. As the main research method, the research employs the method of analysis and comparison of statistical reports and analytical articles, characterizing the state of markets for electric and hybrid automobiles in separate countries and the world as a whole, as well as previous studies by the authors. The novelty of this study consists in the approach to assessing the success of the market orientation of the car manufacturers in the field of marketing competencies based on criteria: information support, level of service and infrastructure development, the reputation of the manufacturer, the level of the model's popularity using the methodology for calculating single and integral competitiveness indicators.
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