Upravlenie Marketingom V Sovremennoy Rossii

Novaya rabota izvestnogo i priznannogo professional'nym soobshchestvom rossiyskogo marketologa yavlyaetsya itogom osmysleniya 20-letnego opyta raboty na vedushchikh pozitsiyakh v krupnykh rossiyskikh i zapadnykh kompaniyakh. V dannoy knige sovremennoe sostoyanie i problemy upravleniya marketingom v Rossii rassmatrivaetsya s sotsiologicheskoy tochki zreniya. Podnyatye A.V. Rukavishnikovym temy aktual'ny dlya mnogikh praktikuyushchikh marketologov: formirovanie ponyatiyno-kategorial'nogo apparata marketinga v Rossii; primenenie sotsiologicheskikh issledovaniy v upravleniem marketingom; kakovy "podvodnye kamni" vzaimodeystviya marketologov s reklamnymi agentstvami i agentstvami po provedeniyu issledovaniy. Ob etom podrobno rasskazyvaetsya na stranitsakh knigi. Kniga adresovana professional'nym marketologam, reklamistam i menedzheram, slushatelyam programm MBA, prepodavatelyam i studentam vuzov.