| | PROBLEMS OF MODERN ECONOMICS, N 1 (37), 2011 | | PROBLEMS OF MARKETING. LOGISTICS | | Naumov V. N. Professor, Chair of Management, St. Petersburg State University of Economy and Finances PhD (Economics), Professor Skorobogatova E. M. PhD student, Chair of Marketing, St.Petersburg State University of Economy and Finances
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| The article discusses the possibility of application of the concept of creating mutual value on the market of technically complex production (e.g. production in the sphere of defense). Research conducted shows that if a customer-company fulfills the functions of the main contractor, the effectiveness of the mutual creation of values increases due to more intensive contacts among the participants of the marketing network | Key words: values, complex production, marketing network, partnership, competences, interaction | |
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