| title: | POSSIBILITIES OF IMPLEMENTING VALUE-BASED MARKETING IN ESTONIAN COMPANIES |
|---|---|
| reg no: | ETF5252 |
| project type: | Estonian Science Foundation research grant |
| subject: |
5.1. Economics |
| status: | completed |
| institution: | University of Tartu |
| head of project: | Mait Miljan |
| duration: | 01.01.2002 - 31.12.2004 |
| description: | Globalising business environment and increasing competition require from Estonian companies' use of modern and more efective management methods. Estonian companies have to move from cost competition to value competition. Therefore determining possible ways of implementing lightly researched and used value-based marketing management methods and models in Estonian companies is very actual. Following taskes have to be performed during the research: 1) Conduct marketing audit with the objective to define the role of marketing in value creation, and determine stages of marketing process. 2) Analyse specifics of market-based marketing management. 3) Find most relevant model(s) for measuring marketing profitability. 4) Find most relevant options for Estonian companies for valuing their brands. Determine needed information to fulfil these tasks and ways to gather this information. 5) Determine ways and scale Theory of Constraints can be implemented in marketing management in Estonian companies. 6) Determine ways to use value-based marketing principles in marketing functional strategies in Estonian marketing environment. 7) Based on the tasks above develop strategical directions of marketing, what create value in each stage of the marketing process, and action plans how to implement these strategies in co-operation with Estonian companies. The research will result in an academic monograph, articles in scientific journals and miscellanies, three doctoral theses and a number of master theses. Research on brand topic can be used for determining financial value of brands and managing brand marketing. Results of research on Theory of Constraints can be used to determine processes for creating higher value for customers with minimum investment, and determining possible solutions for common marketing problems in Estonian companies, and integrating marketing measurements with financial measurements. Results of this academic research will be implemented in practice through suggesting robust and applicable methods for measuring marketing performance and developing value creating strategies in Estonian market environment. This will be performed in co-operation with Chamber of Commerce and Industry in Estonia, Estonian Export Agency, Business Promotion Center of Tartu University and a number of major companies. |
| project group | ||||
|---|---|---|---|---|
| no | name | institution | position | |
| 1. | Lele Aak | University of Tartu | MA student | |
| 2. | Toomas Danneberg | University of Tartu | Ph.D. student | |
| 3. | Kalev Kaarna | University of Tartu | MA student | |
| 4. | Mait Miljan | Tartu University, Faculty of Economics | Prof. | |