The paper contributes to explain an unexplored competition that is the Brazilian State Championships. How it is organized and the financial features of three championships are described. The aim of the paper is to discover if the presence of "Brand-teams" in a competition increases the income of...

This paper presents the results of research into the values and norms which are adhered to a Russian tour operator, the employees’ personal business values, and the level of their adherence to company regulations. The empirical data of this research includes the company’s internal documents,...

This paper investigates how soccer sponsorship influences the financial performance of sponsors. We use an instrumental variable regression framework combined with a fixed effects model to avoid the possible endogeneity raised by omitted variables and reverse causality. The number of tweets...

Previous research has shown that emerging markets represent a significant part of the world economy and are expanding their share. However, they are still not well examined in the marketing field. Russia is especially neglected in the academic discussion of overall marketing strategy. Previous...

This paper demonstrates opportunities for the development of the place marketing theory given by pure model of local expenditures (Tiebout 1956) and concepts of the creative class (Florida 2004) and creative city (Bianchini and Landry 1995). Rethinking them in marketing terms, we then analyze...

The purpose of this article is to study the target segment of the corporate bank market in order to reveal the demand for financial products and to incorporate this demand into solving the problem of bank profit maximization. Instrumental guidelines for conducting market research that allow to...

The paper evaluates the usefulness of customer lifetime value (CLV) as a metric for marketing budget allocation by developing a framework that enables managers to maintain customer relationships proactively through different elements of marketing mix, in order to maximize CLV. The analysis is...

Inhabitants become the important target group of place marketing along with other place consumers. The problem of defining criteria for the attractiveness of places for different inhabitants and classification of factors is one of the most important for the marketing policies aimed at...

The paper shows relationships between level of residential satisfaction and form of differentiation of marketing policy in place market segments. A combination of three criteria of place attractiveness (retention and attraction, conditions for natural growth, and settling) was chosen to classify...

One of the major problems facing Russian companies is the problem of differences between brand promises and the experience of actual consumer interaction with that brand, resulting in image destruction and the customers’ refusal from repeat purchases. Having taken as the basis the idea of gap...