The Analytical end Practical Aspects of Doing Marketing In Russia

Abstract

In this article problems of foreign companies' marketing activities are examined. This subject is very topical because today Russia is one of emerging countries in the world with the positive annual increase of GDP. The Russian marketing environment where Italian firms have to work is described in details. Threats and opportunities for business activities are analyzed. The macroeconomic indexes describe the state of Russian economy, the author makes forecast of future economic situation. Prof. Shkarovskiy estimated the attractiveness of Russian business. The investment climate in Russia is examined. More than 20 specific economic zones are functioning in Russia, foreign companies may work there under favourable conditions. The author demonstrated juridical and practical arguments for their start-up and future functioning. For Italian businessmen it is very important to understand Russian entrepreneurial culture. Russian entrepreneur mentality is described. The valuable practical recommendations to conduct negotiations are given. The author analyzed Russian and foreign competitors. The most attractive economic sectors are revealed. Within micromarketing environment segmentation of potential clients are carried out under different criteria. The author has analyzed bilateral relations between Italy and Russia. The most lucrative spheres of partnership are determined. Many Russian firms widely use Internet for conducting business. This fact is an additional advantage for foreign companies. The main principles of working online are examined.

DOI: 10.5901/mjss.2013.v4n9p637