The paper discusses some aspects of the competencies` formation in the field of marketing management for Russian goods and services promotion into the Chinese market. The content of the category “trust” is revealed as one of the most important elements of the concept of relationship marketing. Based on the results of a cross-cultural analysis the conclusion on the role of trust in international marketing communications with Chinese partners in contemporary conditions is made.
Translated title of the contributionTRUST AS A FACTOR FOR RUSSIAN PRODUCTS AND SERVICES PROMOTION INTO CHINESE MARKET
Original languageRussian
Title of host publicationXVIII Международная научно-практическая конференция «Менеджмент XXI века: социально-экономическая трансформация в условиях неопределенности»
Subtitle of host publicationсборник научных статей по материалам конференции. Санкт-Петербург, 25–26 ноября 2020 г.
Place of PublicationСПб.
PublisherИздательство РГПУ им. А.И. Герцена
Pages99-103
Number of pages5
ISBN (Print)978-5-8064-2942-2
StatePublished - 2020
EventМенеджмент XXI века: социально-экономическая трансформация в условиях неопределенности: XVIII Международная научно-практическая конференция - Санкт-Петербург, Russian Federation
Duration: 25 Nov 2020 → 26 Nov 2020

Conference

ConferenceМенеджмент XXI века: социально-экономическая трансформация в условиях неопределенности
Country/TerritoryRussian Federation
CityСанкт-Петербург
Period25/11/20 → 26/11/20

    Research areas

  • trust, guanxi, education, marketing, promotion, Russia, China

ID: 71690104