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Marketing Mechanisms of Overcoming the Barriers of Interaction and Cooperation of Russia and Europe

In: Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management

Author

Listed:
  • Zhanna V. Gornostaeva

    (Don State Technical University, Institute of Service and Business (Branch))

  • Ekaterina S. Alekhina

    (Don State Technical University, Institute of Service and Business (Branch))

  • Yulia S. Chernysheva

    (Don State Technical University, Institute of Service and Business (Branch))

Abstract

The authors aim to determine the correctness of the hypothesis and study of marketing mechanisms of overcoming the barriers for interaction and cooperation of Russia and Europe. Methodology of the research includes the method of horizontal, vertical, and trend analysis, method of problem analysis, and methods of synthesis, formalization, deduction, and induction. The authors substantiate the expedience of interaction and cooperation of Russia and Europe and determine the barriers for their strengthening and development. As a result of the research, the authors have to the conclusion that a perspective method of overcoming the consequences of financial crisis in Russia and Europe is their interaction and cooperation in economic sphere, which could be a new direction of integration and a source of growth for Europe and innovations—for Russia. However, various barriers exist on the path of their strengthening and expansion, which could be overcome by marketing mechanisms and corresponding marketing model.

Suggested Citation

  • Zhanna V. Gornostaeva & Ekaterina S. Alekhina & Yulia S. Chernysheva, 2017. "Marketing Mechanisms of Overcoming the Barriers of Interaction and Cooperation of Russia and Europe," Contributions to Economics, in: Elena G. Popkova (ed.), Overcoming Uncertainty of Institutional Environment as a Tool of Global Crisis Management, pages 621-627, Springer.
    • Handle: RePEc:spr:conchp:978-3-319-60696-5_78
    DOI: 10.1007/978-3-319-60696-5_78
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    More about this item

    Keywords

    M31; F15; F21; F40; O32;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F15 - International Economics - - Trade - - - Economic Integration
    • F21 - International Economics - - International Factor Movements and International Business - - - International Investment; Long-Term Capital Movements
    • F40 - International Economics - - Macroeconomic Aspects of International Trade and Finance - - - General
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D

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