The Russian software market is booming. Local and foreign vendors experience a tremendous growth of sales. Who wins and who looses? Wheat are the future trends and what are the best strategies for the Russian software developers?

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Thу article gives a broad outlook on the modern approach to marketing among Russian small and medium-sized businesses. The media mainstream pushes a single thought: there is nothing you can do without proper marketing. Absolutely, no objections! However, worshipping the marketing as one and only power to save the business or bring it to a brand new level could lead to the unpredictable results.

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The problem of measuring the effectiveness of the company’s marketing communications is very important in public relations, advertising and event management. However the modern theory doesn’t provide with practical methods for solving the problem. The paper suggests new model – Index 3K – that is suitable for rating the effectiveness of PR communications and has rather good prospects to be expanded on advertising and event management.

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«So, why are there so few reasonable people like you?» This was how a well known journalist concluded his talk with a Russian IT company. It was just a small thing: he urgently needed some photo resources. That brought him for the first time to the corporate online press office. Incidentally, photo resources are not the only things which journalists may need “urgently”. Which is why one can hardly overestimate the importance of creating a specialised section on a website for members of the press.

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So much has been written on how to write and distribute press releases! A quick search on the Internet turned up 15,000 links to sites and articles on this subject. It would seem there is nothing left to say. Every master of PR – real and aspiring – has put his two cents’ worth in on this subject. And in this article, you can read the results of my own overview of this subject taken from a myriad of opinions, recommendations and my personal experience in ten years of writing press releases.

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As a part of my work, I often need to develop white papers myself as well as analyse the content of the white papers written by competitors, partners and others. It saddens me to report that, as yet, Russian companies either fail to make proper use of this powerful communications tool altogether, or get achieve only 50% of what they could. This article covers typical errors in writing white papers and how to remedy them.

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