Publications


11.11.2007

Russian branding Indian style

BUSINESS MESSENGER - The official journal of IBA

04.05.2009

On cross-cultural aspects of marketing in Russia (1)

The need for cultural adaptation of imported product, including ads, is obvious. The science on intercultural differences emerged in the USA (E.T. Hall) proved fruitful in Russia. Large transnational companies adapt their advertisements for local markets and seek globally understandable concepts for marketing. It seems that the amount of cultural influence on the adverts is still understood by few and underestimated even by them.

13.04.2009

On cross-cultural aspects of marketing in Russia (2)

"Global brands are often ignoring the local specifics, — Grigory Trusov, President of Contact-Express complains. — They attract customers through full-scale advertising and rely on the brand recognition".

12.07.2012

Marketing fur „made in Germany“ in Russland – Expertenkommentar

Russland bietet umfangreiche und nachhaltige Absatzchancen fur Produkte deutscher Hersteller. Nachhaltiger Erfolgt auf dem Markt entsteht allerdings erst dann, wenn deutsche Unternehmen sich nicht allein auf „made in Germany“ verlassen, sonder aktiv fur die Bekanntschaft ihrer Marken einsetzen. Grigorij Trusow - Prasident der Fullservice Marketingagentur „Kontakt-Expert“, fuhrender russischer Experte und Trainer im Marketingbereich – kommentiert fur BDRU diese gefahrliche Entwicklung.