PhD in Economics Elena Ponomaryova, whose clients include around 100 companies from various sectors, speaks about recent changes affecting Russian marketing and how to find opportunities for your business even in changing, crisis conditions. The book, written based on data from the latest research and numerous implemented projects, will help business owners and top managers assess the situation inside and outside the company: What is happening today with Russian business as a whole? What mistakes are fatal in conditions of price wars and declining profitability? Why and where are your customers leaving? In what areas are you losing to competitors? How to create products that perfectly meet consumer demands? How to learn to notice new trends and windows of opportunity first? How to make this a regular practice? How to make marketing in your company systematic and effective? All this in a "take and do" format: with ready-made practices and approaches, questionnaires, and checklists. The time of change is the time to do business differently. Who is the book for? For business owners and employees who keep the business afloat in a challenging environment, looking for opportunities in any situation. Book highlights — Fresh research and surveys — A professional's view on the new landscape How to read the book To assess the company's condition and understand the development path, it is recommended to read the book from beginning to end, answering questions at the end of each part. From the author This book has an important task: to help you understand what is happening now in business and see directions for development for your company. Today, it is probably the only book providing recommendations for working in the new conditions that Russian business found itself in February 2022. It will be useful for business owners and managers facing new challenges and tasks to preserve and save their companies. I have tried to combine in it reviews, reflections, observations, recommendations, practical tools, research results, links to quality business literature, and my years of experience. All of this is to help you find answers to questions like "why exactly this?", "what's next?", "what should we start doing, and what should we stop doing?", "what to do to..." and many other questions. This is a view of business both from the inside and outside: here you will find descriptions of the main marketing and strategic issues of Russian business and recommendations for their treatment, as well as an understanding of what is happening in business as a whole and in specific areas in particular.
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