MARKETING METRICS USAGE BY RUSSIAN FMCG (FAST MOVING CONSUMER GOODS) COMPANIES
https://doi.org/10.38050/01300105201616
Abstract
The aim of the paper is to identify the characteristics of marketing metrics usage by Russian FMCG (Fast Moving Consumer Goods) companies. The article provides the definition of «marketing metrics» concept, examines the theoretical aspects of marketing metrics and develops their classification. The author analyzes the basic concepts of marketing assessment and approaches to the classification of marketing metrics. The empirical research is based on a mixed strategy approach. Two stages of in-depth interviews were fulfilled to investigate the marketing metrics usage by Russian FMCG companies. Drawing on the results of the empirical research, characteristics of the marketing metrics usage by Russian FMCG companies are identified: those related to specific metrics and those related to the organization of the evaluation process of marketing activity in companies. The results of the research not only expand the theoretical framework of marketing metrics in Russian FMCG market, but also can be used by the Russian FMCG companies to improve the systems of marketing activity assessment based on marketing metrics usage.
About the Authors
V. A. Rebiazina
НИУ ВШЭ
Russian Federation
Russian Federation
A. O. Daviy
НИУ ВШЭ
Russian Federation
Russian Federation
Y. I. Karlova
НИУ ВШЭ
Russian Federation
Russian Federation
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For citations:
Rebiazina V.A., Daviy A.O., Karlova Y.I. MARKETING METRICS USAGE BY RUSSIAN FMCG (FAST MOVING CONSUMER GOODS) COMPANIES. Moscow University Economics Bulletin. 2016;(1):108-130. (In Russ.) https://doi.org/10.38050/01300105201616
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