title: Marketing Practices and Profitability of a Company: A Study by Machine Learning Method
metadata.name: dc.contributor.author
metadata.value: Lagutaeva, Daria A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Tretyak, Olga A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Grigoriev, Alexander Yu.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2017-06-26T15:54:49Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2017-06-26T15:54:49Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2016-12
metadata.lang: -
metadata.name: dc.identifier.other
metadata.value: 10.21638/11701/spbu18.2016.401
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/6500
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: This paper addresses the question of existence of relationships between usage of contemporary
  marketing practices and profitability for companies operating on the Russian market. To address
  this issue, we utilize a machine learning method that so far was barely present in marketing and
  management science. The paper is not only promoting a novel research method, it also establishes
  the relationships between profitability and specific sets of marketing practices. We show that the
  companies having negative profitability make use of a wide spectrum of marketing practices (with
  an exception of interactive marketing) and they do not prioritize any specific types of practices.
  In contrary, profitable companies intensively use interactive marketing and also combine it with
  IT-marketing and network marketing. This shows that successful companies focus on relationship
  marketing in a variety of its forms.
metadata.lang: en_GB
metadata.name: dc.description.sponsorship
metadata.value: The research was realized within the framework of the National Research University "Higher School of Economics (HSE)" Basic Research Program in 2016.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Russian Management Journal;Vol. 14; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: marketing practices
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: profitability
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: machine learning
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: classification
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: typology of marketing practices
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Marketing Practices and Profitability of a Company: A Study by Machine Learning Method
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 01-Lagutaeva.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/6500/1/01-Lagutaeva.pdf
resources.format: Adobe PDF
resources.size: 533,4 kB