Управление Брендом«Cosmopolitan» в России: Поиск Инноваций (Brands Management 'Cosmopolitan' in Russia: Search Innovations)

9 Pages Posted: 23 Oct 2017

See all articles by Raisa Fedosova

Raisa Fedosova

Government of the Russian Federation - Financial University (Moscow Branch)

Мокрова Павловна

Financial University under the Government of the Russian Federation

Dmitry Savenkov

Aestee

Date Written: October 16, 2017

Abstract

Russian Abstract: В статье отражены основные направления развитияжурнала Cosmopolitan на российском рынке. Исследована структура целевой аудитории издания.На основании проведенного финансового анализа и SWOT- анализа разработана программа управления брендом Cosmopolitan на российском рынке на среднесрочную перспективу.

English Abstract: The article reflects the main directions of development of the Cosmopolitan magazine on the Russian market. The structure of the target audience of the publication is investigated. Based on the financial analysis and SWOT analysis, the Cosmopolitan brand management program has been developed in the Russian market for the medium term.

Keywords: бренд, инновация, целевая аудитория, медиа-план, медиарынок, программа управления брендом, brand, innovation, target audience, media plan, media market, brand management program

JEL Classification: L69

Suggested Citation

Fedosova, Raisa and Павловна, Мокрова and Savenkov, Dmitry, Управление Брендом«Cosmopolitan» в России: Поиск Инноваций (Brands Management 'Cosmopolitan' in Russia: Search Innovations) (October 16, 2017). Available at SSRN: https://ssrn.com/abstract=3054253 or http://dx.doi.org/10.2139/ssrn.3054253

Raisa Fedosova

Government of the Russian Federation - Financial University (Moscow Branch) ( email )

Leningradsky Prospect, 49
Moscow
Russia

Мокрова Павловна

Financial University under the Government of the Russian Federation ( email )

Москва
Russia

Dmitry Savenkov (Contact Author)

Aestee ( email )

Kaluga
Russia

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