<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902023000100040</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2023v23n1.02</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[The impact of customer and entrepreneuroriented marketing on business performance: an empirical evidence of SMEs in Russia]]></article-title>
<article-title xml:lang="es"><![CDATA[El impacto de la mercadotecnia orientada al cliente y al emprendedor en el desempeño empresarial: una evidencia empírica de las pymes en Rusia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Panarina]]></surname>
<given-names><![CDATA[Ekaterina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Anáhuac  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>23</volume>
<numero>1</numero>
<fpage>40</fpage>
<lpage>61</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902023000100040&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902023000100040&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902023000100040&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper aims to investigate the impact of marketing activities on the successful development of small and medium-sized enterprises (SMEs). It identifies and analyzes a set of customer-oriented business processes and entrepreneurial marketing competencies designed to profit SMEs. Based on the literature review, the concept of a &#8220;marketing model&#8221; has been defined as a customer-oriented value system, a set of marketing competences, and marketing business processes. It is hypothesized that not only the customer and entrepreneurial orientations influence SME marketing models, but also basic and dynamic marketing competences and marketing business processes. External and internal factors that influence the development of marketing models are identified, as well as specific characteristics of SME marketing models and the logic of their development. Interview analysis and data content analysis were used to process qualitative data. This study comprises quantitative methods (via survey), combined with further data processing by regression, cluster analysis (IBN SPSS), SEM (IBN SPSS Amos) and the logistic regression methods (logit model). The focus of this research is to analyze the development patterns and specifics of SME marketing modeling to ensure effectiveness and growth of small business. The results of this research demonstrate improvement in the diagnosis and performance evaluation of SMEs and can be utilized by practicing entrepreneurs, SME business owners, and the academic community.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de la presente investigación es examinar el impacto de las actividades de marketing en el desarrollo exitoso de las pequeñas y medianas empresas (pymes) en Rusia. El estudio identifica un conjunto de procesos comerciales orientados al cliente y competencias de marketing empresarial para beneficiar a las pymes. Con base en el análisis de la revisión de la literatura, el concepto de &#8220;modelo de mercadotecnia&#8221; se ha definido como un sistema de valor orientado al cliente y un conjunto de competencias de mercadotecnia y procesos comerciales de marketing. Se planteó la hipótesis de que no solo la orientación al cliente y la empresarial influyen en los modelos de marketing de las pymes, sino también las competencias de mercadotecnia básicas y dinámicas, y los procesos comerciales de mercadotecnia. Se han identificado los factores externos e internos que influyen en el desarrollo de los modelos de mercadotecnia, así como las características específicas de los modelos de mercadotecnia de las pymes y la lógica de su desarrollo. Se utilizaron análisis de contenido de entrevistas y categorización de datos para procesar datos cualitativos. El estudio comprende métodos cuantitativos (encuesta) con procesamiento adicional de datos por regresión y análisis de conglomerados (IBN SPSS), SEM (IBN SPSS Amos) y los métodos de regresión logística (modelo logit). El objetivo de la investigación es analizar los patrones de desarrollo y las características específicas del modelo de mercadotecnia de las pymes para garantizar la eficacia y el crecimiento de las pequeñas empresas. Los resultados de la investigación mostraron mejoras en el diagnóstico y evaluación del desempeño de estas empresas y serán de utilidad para los empresarios en ejercicio, los dueños de estos negocios y la comunidad académica.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Balanced Marketing]]></kwd>
<kwd lng="en"><![CDATA[Marketing Modeling]]></kwd>
<kwd lng="en"><![CDATA[Marketing Models Effectiveness]]></kwd>
<kwd lng="en"><![CDATA[Value creation]]></kwd>
<kwd lng="en"><![CDATA[Business performance]]></kwd>
<kwd lng="es"><![CDATA[mercadotecnia equilibrada]]></kwd>
<kwd lng="es"><![CDATA[modelado de mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[efectividad de modelos de mercadotecnia]]></kwd>
<kwd lng="es"><![CDATA[creación de valor]]></kwd>
<kwd lng="es"><![CDATA[desempeño empresarial]]></kwd>
</kwd-group>
</article-meta>
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