Issue is available for downloading in PDF format. Download >>
Рр. 4 – 8
UDC 339.138
DOI: 10.24412/2071-3762-2025-5335-4-8
Personnel Marketing for the University: Issues of Filling and Attracting Young Specialists
Rybalko Maria Alexandrovna,
PhD in Economics, Associate Professor of the Department of Marketing, Lomonosov Moscow State University; 1 Leninskie Gory, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-3806-4080
The article explores the issues of demand for personnel marketing for the university in modern conditions. Priority attention is given to what tasks should be solved within the framework of personnel marketing of the university and what difficulties exist in terms of incorporating young people to build a career at the university. The research has been conducted to clarify the prospects of attracting young specialists to pursue a career in the university, which allowed to identify certain difficulties on this path. It is proposed to supplement the tasks of university personnel marketing and divide them into image-popularisation, analytical and motivational. It is emphasised that in order to attract young people and involve existing employees, systematic work is needed, both on the part of the relevant ministry, which is quite active, and on the part of specific HEIs, which is expedient to intensify.
Keywords: personnel marketing; employees of the university; recruitment; survey; career of a scientist; tasks; university.
Рр. 9 – 13
UDC 339.138; 659.3
DOI: 10.24412/2071-3762-2025-5335-9-13
The Problem of Fake news and Disinformation in Modern Internet Marketing
Astakhin Alexander Stanislavovich,
PhD in Economics, Doctoral trainee at the Department of Management and Marketing, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-4828-1070
The article explores the problem of fake news and misinformation in the context of Internet marketing with a focus on their impact on business processes and consumer trust. The author conducts a terminological analysis, differentiating the concepts of ‘fake news’, ‘disinformation’, ‘misinformation’ and ‘synthetic media’, which allows for a better understanding of their roles in the digital environment. The study assesses the consequences for companies that the spread of misinformation leads to. Particular attention is paid to the mechanisms of spreading false information through the algorithms of social and search engines, including the phenomenon of ‘echo chambers’ and SEO-manipulation. The author emphasises the paradoxical role of marketing budgets unknowingly funding fake resources through advertising technologies (AdTech). The article suggests transparent communication; proactive monitoring; and increased consumer education as strategies to counter the spread of misleading information. The article concludes with trends and challenges related to the problem of fake news and misinformation in Internet marketing in the near future.
Keywords: fake news; misinformation; Internet marketing; social media algorithms; reputation management; generative AI; microtargeting; consumer trust; SEO-manipulation; synthetic media.
Рр. 14 – 19
UDC 339.138
DOI: 10.24412/2071-3762-2025-5335-14-19
Marketing Characteristics of Top 5 Russian Cloud Services Market Leaders
Isayenko Vitaly Anatolievich,
Applicant, Department of Economics, Belgorod University of Co-operation, Economics and Law; 116-a Sadovaya st., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6710-0442
The article presents the results of the study of the Russian segment of the cloud services market, based on open sources of marketing information. It proves the complexity of the product component of the market due to alternative models of cloud system construction, cloud services functionality and their object varieties. Top-5 Russian leaders of the cloud services market - Cloud Mail, Yandex Disk, Sber Disk, Cloud Beeline, MTS Second Memory - have been formed, their technical and cost characteristics, functional capabilities have been comparatively analysed; competitive advantages for users and problems of use have been highlighted. The basic criteria for choosing cloud services are proposed and promising trends of market development are outlined. The results of the research can be demanded by the target audience of cloud services users when choosing an acceptable provider.
Keywords: cloud services market; types of cloud services and their functionality; criteria for choosing a cloud product; trends in the development of the cloud services market.
Рр. 20 – 23
UDC 339.138
DOI: 10.24412/2071-3762-2025-5335-20-23
Hyperpersonalization powered by Artificial Intelligence
Ponyavina Maria Borisovna,
PhD in Economics, Associate Professor, Associate Professor of Marketing Department, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Ave., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/000000027866577X
Karpova Svetlana Vasilievna,
Head of the Marketing Department, Director of the Scientific Research Institute of Management Research and Consulting, Faculty of the Higher School of Management, Federal State Budgetary Educational Institution of Higher Education, Financial University under the Government of the Russian Federation, Member of the Council of the Guild of Marketers, Coordinator of the Education Workshop, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Ave., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000000244888131
In our AI-driven world, people want more than generic offers, services and advice. People increasingly want more personalised experiences tailored to their unique preferences, interests and needs in all aspects of their lives. The idea of these uniquely personalised experiences is transforming the way companies interact with their customers and the way people live their daily lives. With the help of artificial intelligence, and generative intelligence in particular, companies can now create deeply personalised experiences. In addition to personalisation in its classic interpretation based on dividing audiences into strictly targeted segments, hyper-personalisation leverages deep data analytics, machine learning and artificial intelligence to tailor every interaction in real time. This article reveals aspects of artificial intelligence-based personalisation that attract and retain more customers than traditional methods.
Keywords: artificial intelligence (AI); personalisation; personalised sales; online shopping; consumer attention.
Рр. 24 – 28
UDC 339.138
DOI: 10.24412/2071-3762-2025-5335-24-28
Analysis of Consumer’s Preferences in Choosing Products on the Spices and Herbs Market
Tyurin Dmitry Valeryevich,
PhD in Economics, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia; Moscow Financial and Industrial University “Sinergia”
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-9404-8827
Kazakov Damir Sergeevich,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0005-9752-7371
The article considers the feasibility of researching consumer preferences in the market of spices and spices, as well as the factors influencing the choice of products in this segment. An online survey of consumers was conducted to identify the most popular types of spices, preferred packaging formats and key criteria influencing purchasing decisions. It was found that with the growing interest in culinary experimentation, natural products and ethnic cuisine, the main consumers of spices are people who regularly cook at home, but there is a potential to expand the audience to include professional chefs and adherents of healthy eating. The conclusions of the study are based on a number of practical recommendations for manufacturers and retailers, who can use them to optimise the range, develop marketing strategies and increase the attractiveness of products on the market.
Keywords: marketing analysis; consumer preferences; consumers; spices and spices market.
Рр. 29 – 33
UDC 33.2964
DOI: 10.24412/2071-3762-2025-5335-29-33
Consumer Behavior in the Paint Market: The «Window of Inspiration» and Core Purchase Stimulation Tools
Puchkov Dmitry Mikhailovich,
Head of commercial marketing, ZAO AkzoNobel Decor, 2nd year graduate student; 80, Leningradsky Prospekt, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0006-1975-3506
The article considers the behaviour of consumers in the market of paint and varnish materials from the point of view of making a purchase decision at the stage of awareness of the need. The solution to increase the efficiency of conversion to sales for manufacturing companies and distributors is proposed. It is shown that advertising investments in the growth of brand knowledge have a limit of effectiveness, and in such conditions it is necessary to search for additional points of growth, as well as to stimulate the consumer on the whole chain of decision-making on purchase. The concept of ‘window of inspiration’ as the initial stage of the purchase decision making process by the end consumer is proposed. J.Angel’s algorithm of decision making and the stage of transition to the realisation of the need are considered. A simplified model of the algorithm through the grouping of the main stages of the purchase cycle is proposed. The segmentation of LKM consumers and the conversion funnel from the ‘window of inspiration’ to sales depending on the buyer’s profile are considered. Systematisation of stimulation tools depending on the segment is given, as well as practical recommendations to companies-manufacturers and distributors of paintwork materials on the use of the most effective tools to expand the points of exit with the product to the buyer at the stage of awareness of the need.
Keywords: consumer behaviour; consumer choice; window of inspiration; sales promotion; paint and varnish market.
Рр. 34 – 40
UDC 339.138
DOI: 10.24412/2071-3762-2025-5335-34-40
Marketing analysis of the cheese market in Moscow and the Moscow region
Suray Natalya Mikhaelovna,
PhD in Technical Sciences, Associate Professor of the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6219-4363
Panasenko Svetlana Viktorovna,
Doctor of Economics, Professor of the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-7884-6124
The article presents the results of the regional analysis of the current state of the cheese market, as well as notes the priority directions of cheese-making development, presents the structure of both the Russian and regional market of cheese and cheese products. The dynamics of cheese production of various categories in Russia as a whole and in the context of federal districts is analysed. It is revealed that the share of Moscow region products among all cheeses produced in the domestic Russian market is 20.6%. High quality and diversity of offerings allows the Moscow region to maintain leading positions in the industry and continue to develop. An analysis of the activities of the largest producers of the cheese industry is presented. The study of price trends in the analysed market for 2024–2025 has been carried out. The statistics of import and export of cheese has been studied. The purpose of the study is a marketing analysis of the cheese market in Moscow and the Moscow region, as well as the development of priority directions for the development of cheese industry.
Keywords: cheese market; cheese production; cheese export and import; consumer preferences; Moscow; Moscow region; development strategy.
Рр. 41 – 47
UDC 338.48
DOI: 10.24412/2071-3762-2025-5335-41-47
Content and Ways to Improve the Efficiency of Flow-oriented Marketing Activities in Regional Tourist Markets
Andresyan Izabella Felixovna,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0000-5243-1716
The article considers tourism as a system-forming type of economic activity, which has a significant potential of contribution growth to the outcomes of the functioning of the economy of the country and its constituent territories. The study of global and national trends in tourism activity conducted in the paper allowed us to formulate a conclusion about the need for systemic development of national and regional markets of tourism services, the functioning of which is directly related to the implementation of strategic national priorities in the field of quality of life and opportunities for self-realisation of Russian citizens. The development of the tourist market can be achieved, among other things, on the basis of modernisation of organisational and economic support of marketing activities of market entities, as well as the development and promotion of new thematic types of tourism, taking into account the presence of specific tourist resources within specific territories.
Keywords: tourism market; tourism marketing; tourism service, tourism demand; tourism activity.
Рр. 48 – 52
UDC 796.075.2
DOI: 10.24412/2071-3762-2025-5335-48-52
Peculiarities of the Application of Selebrity Marketing in the Russian Sponsorship Market
Gorelikov Valery Afanasyevich,
Associate Professor, Sports Marketing Department, Moscow University «Synergy», Director, SportTeam Consulting Agency; 2 Izmailovsky Val, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000000186763030
Muratov Maksim Mansurovich,
Senior Strategic Planning Manager, Sports Marketing Agency CLUB; 52, Bld. 5 Kosmodamianskaya, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0007-0716-3346
Zhylach Irina Vladimirovna,
regional representative of the IMG agency, Manager, SportTeam Consulting Agency; 2 Izmailovsky Val, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
The aim of the research is to study the problems of Russian athletes’ participation in the domestic market of celebrity marketing, to identify the features and opportunities, to consider options for mutually beneficial co-operation. The article considers the peculiarities of the Russian athlete sponsorship market: low level of market development, both on the part of athletes and brands, political and economic instability, the problem of assessing the effectiveness of sports sponsorship. The necessary requirements for the effective use of athletes in the Russian market are highlighted, which is a novelty in the study of this segment of sponsorship in Russia. Based on the study of successful practices, recommendations are given for the domestic market of selebrity marketing in sports and for the brand companies with which they co-operate. Based on the results of the analysis, recommendations are given to strengthen this work, which provide for systematic work of all stakeholders - athletes, sponsoring brands and marketing agencies that use the techniques of selebrity marketing for promotion.
Keywords: athlete; ambassador; sports marketing; sponsorship; celebrity marketing; brand.