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Рр. 4 – 7
UDC 333.13
DOI: 10.24412/2071-3762-2025-10340-4-7
Analysis of Digital Communications of Football Clubs of the Russian Premier League
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”
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https://orcid.org/0000-0002-9404-8827
Akhapkin Aleksey Viktorovich,
graduate student, Moscow Financial and Industrial University “Sinergia”; 2, Izmailovsky Val St., Moscow, Russia
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https://orcid.org/0009-0003-4483-2079
The article provides a comparative analysis of digital communications of Russian Premier League football clubs in social networks. The features of the clubs’ presence on different platforms are considered. The indicators of engagement and subscriber growth are analyzed, the strengths and weaknesses of the strategies of various clubs are identified. The results showed that a systematic approach to working with social media and the active use of short-format video content contribute to the growth of fan engagement and the formation of audience loyalty. Practical recommendations for optimizing the digital strategies of football clubs are presented.
Keywords: sports marketing; Russian Premier League; football clubs; social networks; digital communications; engagement; video content.
Рр. 8 – 12
UDC 331.108.2
DOI: 10.24412/2071-3762-2025-10340-8-12
Marketing Mix 2.0: Revisiting the Classic Framework in the Age of Workforce Deficiency
Palkin Alexander Valentinovich,
Postgraduate student, Vyatka State University; 36 Moskovskaya St., Kirov, Russia
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https://orcid.org/0009-0004-2561-8920
The study analyzes the situation on the labor market in order to identify and systematize the main factors that form the state of «personnel shortage». The concentration of competition in the domestic labor market is characterized by a high density of applicants only for certain positions and an acute struggle of employers for qualified personnel. Technological changes, demographic trends, and political aspects have transformed the labor market into a «job seeker’s market,» forcing companies to look for relevant strategies to attract and retain specialists. On this basis, a conceptual version of the personnel marketing strategy was proposed based on the author’s vision of the adapted «Marketing Mix(l) 4P» model.
Keywords: marketing mix; personnel marketing; labor; personnel shortage.
Рр. 13 – 18
UDC 339.138
DOI: 10.24412/2071-3762-2025-10340-13-18
Partnership Marketing as a Tool for Shaping the Corporate Image of an Enterprise
Medvedeva Yulia Yurievna,
Doctor of Economics, Associate Professor, Professor of the Department of Management and Business Technology, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0000-0002-5835-0594
Kolgan Maria Vladimirovna,
Doctor of Economics, Associate Professor, Professor of the Department of Management and Business Technologies, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0000-0003-2694-5777
In the context of increasing competition and digitalization of the economy, the formation and maintenance of a positive corporate image is becoming one of the priorities of strategic management. Modern enterprises face the need not only to demonstrate high-quality products and services, but also to build long-term trusting relationships with customers, partners, the state and society. The article examines the theoretical foundations of partnership marketing and its practical role in managing the company’s image. The importance of joint value creation, horizontal cooperation, and transaction-specific investments is emphasized to strengthen trust between companies and their stakeholders. Using the example of Russian Railways, a comprehensive assessment of the corporate image structure based on objective, subjective and targeted components was carried out. The results obtained make it possible to identify gaps in the perception of the brand by various groups of stakeholders and suggest ways to improve marketing tools. The practical significance of the research lies in the possibility of applying the developed approaches to form a sustainable competitive advantage of large organizations focused on long-term development.
Keywords: partnership marketing; corporate image; brand; trust; stakeholders; Russian Railways; reputation.
Рр. 19 – 25
UDC 338.1
DOI: 10.24412/2071-3762-2025-10340-19-25
Industry Analysis of Priority Areas of Innovative Project Activity in Marketing
Savelieva Nadezhda Konstantinovna,
Doctor of Economics, Professor, Professor of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia.
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https://orcid.org/0000-0002-9497-6172
Sozinova Anastasia Andreevna,
Doctor of Economics, Professor, Professor of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia.
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https://orcid.org/0000-0001-5876-2823
Fokina Olga Vasilyevna,
PhD in Economics, Associate Professor, Head of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia.
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https://orcid.org/0000-0002-6697-3353
Domenko Yury Yuryevich,
PhD in Economics, Associate Professor of the Department of Economics, Management, and Production Organization. N.M. Fedorovsky Zapolyarny State University; 7, 50 Let Oktyabrya st., Norilsk, Russia
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https://orcid.org/0000-0002-5486-0175
The article is devoted to the analysis of priority areas of innovative project activity in marketing in an industry context. The results provided an opportunity to establish and justify the lack of a link between the costs of innovative project activities and the number of organizations implementing marketing innovations. The analysis of project activities in the context of functional areas of marketing revealed that priority is given to the sphere of promotion and pricing of goods. The use of descriptive statistical analysis techniques has made it possible to identify the manufacturing industries that are most and least active in the development and implementation of innovative marketing projects in the field of logistics and distribution, as well as in the field of promotion and pricing. The relationship between the innovation activity of various industries and the dynamics of development in the field of marketing has also been established and the factors determining the features of their innovative development have been identified.
Keywords: innovation activity; project activity; marketing; industries; manufacturing; promotion; pricing; logistics; distribution.
Рр. 26 – 31
UDC 339.138
DOI: 10.24412/2071-3762-2025-10340-26-31
Methodological Justification of the Advertising Strategy Based on Market Research of Marketing Trends
Rozdolskaya Irina Vladimirovna,
Doctor of Economics, Professor of Marketing and Management Department, Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
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https://orcid.org/0000-0003-4529-9299
Makrinova Elena Igorevna,
Doctor of Economics, Professor of the Department of Hotel and Tourism Service, Commerce and Advertising Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
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https://orcid.org/0000-0002-7883-6540
Matusenko Elena Viktorovna,
Doctor of Economics, Professor of the Department of Hotel and Tourism Service, Commerce and Advertising Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
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https://orcid.org/0000-0001-6221-2525
The article presents an algorithm for developing and implementing an organization’s advertising strategy based on market research of marketing trends. To select effective methods of promoting a company in the market, the authors analyzed the volume of the advertising market, including the regional one, showed the share of advertising segments in the total volume, investigated advertising budgets for various types of promotion, and identified the largest Russian advertisers. The article pays special attention to the indicators for evaluating an advertising strategy based on market research. The authors have identified the main marketing trends that make it possible to use the proposed advertising strategy most effectively in practice.
Keywords: advertising strategy; advertising segments; market research; marketing trends; conversion; engagement.
Рр. 32 – 40
UDC 339.138
DOI: 10.24412/2071-3762-2025-10340-32-40
Assessment of the Image as an Element of the Marketing Strategy of a Construction Company
Yusubov Ruslan Latifovich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0009-0008-5210-7084
The article discusses the provisions indicating the importance of developing the theory of image as an element of an organization’s marketing strategy, which includes the formation of a positive image of the company through purposeful work with its reputation. It is determined that the category of image is characterized by a multiplicity and ambiguity of approaches to the study of the content, role and meaning of image as a social, legal, pedagogical, psychological, and economic phenomenon. Attention is focused on the formation and improvement of the image of a specific type of organization in the B2B markets, as well as on the consideration of image as a component and basis of a promising (long-term) marketing strategy. The main directions and trends of the operational and marketing activities of the subjects of the national construction market are described, the dynamics, factors and trends of the functioning and development of the regional investment and construction complex of the Belgorod region in 2020–2024 are characterized. The study resulted in proposals to improve the image of the construction company Mekhkolonna 26 LLC, a leading regional entity in the energy construction and electrical installation market.
Keywords: marketing in construction; image; reputation; construction industry; construction companies; marketing strategy.
Рр. 41 – 53
UDC 339.138
DOI: 10.24412/2071-3762-2025-10340-41-53
Patriotism as a Marketing Tool: Mechanisms for Integrating Government Discourse into Consumer practices in China
Dzhendubaeva Samira Azamatovna,
PhD in Jurisprudence, junior research assistant of Institute of Management Research and Consulting, Faculty of Higher School of Management, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-4671-7480
The article is devoted to a comprehensive analysis of the phenomenon of integration of patriotic discourse into marketing strategies in China. The relevance of the research is due to the formation of a new paradigm of interaction between the state, the market and society in the context of digital transformation. Using the example of the large-scale social movement «Guochao» («National Wave»), the transformation of patriotism from a political and ideological category into an effective marketing influence tool is revealed. The paper identifies the key mechanisms of synergy of state ideology, cultural heritage and digital technologies that determine the success of patriotic branding. Special attention is paid to the role of algorithmic platforms, artificial intelligence and big data in promoting patriotic content and shaping consumer behavior among young people. Based on an interdisciplinary approach combining the case study of the Li-Ning brand, discourse analysis and digital ethnography, it demonstrates how patriotic narratives are organically interwoven into everyday consumer practices. The study also raises ethical dilemmas related to the manipulation of consumer behavior and the emergence of «digital patriotic bubbles.»
Keywords: patriotic marketing; consumer patriotism; China; Guochao (National Wave); digitalization; brand management; national identity; generation Z; ideological apparatuses; brand social credit.
Рр. 54 – 57
UDC 339.13
DOI: 10.24412/2071-3762-2025-10340-54-57
Research of the Range of Yoghurts Sold in the Consumer Market of Vladivostok
Maslennikova Evgeniya Vladimirovna,
PhD in Technical Science, Associate Professor at the Department of Marketing and logistics, Vladivostok State University; 41 Gogolya St., Vladivistok, Russia
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https://orcid.org/0009-0006-1340-1243
In an ever-changing economic environment, the relevance and importance of market monitoring in terms of assortment research, studying information about goods and their manufacturers is increasing. This allows you to identify current trends in the market and predict the possible development of its specific segment. The article is devoted to the study of the assortment of yoghurts sold on the Vladivostok market. Its key features and patterns are revealed. It was found that yoghurts (42%) occupy the dominant position in the assortment structure of all fermented milk drinks. Local yoghurts account for a significant segment of the market (37%). Among them are yoghurts of the following brands: «Dear side», «Green Leaves», «Farmstead», «Zarechnoye», «GrinAgro», «Yogurt Shop», «SOLOPRIM», Agricultural Consumer Cooperative «Ussuriysky», «Amursky», «Andreevsky milk», individual entrepreneur Likhachev E.V. «GrinAgro» yoghurts occupy a leading position in the assortment structure, «EPICA» yoghurts are in second place, and «AktiBio» is in third. The majority of yoghurts are sold in polymer cups and PET bottles of various sizes. Many yogurt manufacturers produce products of the same name in containers of different capacities, so each consumer can choose the appropriate option for themselves, depending on their needs.
Keywords: assortment; assortment structure; manufacturers; trademark; fermented milk drinks; yogurt; consumers; buyers.
Рр. 58 – 64
UDC 658.8
DOI: 10.24412/2071-3762-2025-10340-58-64
Strategic Guidelines and Tools for Industrial Marketing in Emerging Markets of Technological Innovation (Using the Example of Equipment for 3D Printing With Concrete)
Starikova Maria Sergeevna,
Doctor of Economics, Professor, Professor of the Department of Theory and Systems of Sectoral Management, Russian Presidential Academy of National Economy and Public Administration; 82 Vernadsky Ave., Moscow, Russia
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https://orcid.org/0000-0002-5293-9402
Mikalut Sergey Mikhailovich,
PhD in Economics s, Associate Professor, Associate Professor of the Department of Marketing, Belgorod State Technological University named after V.G. Shukhov; 46 Kostyukova St., Belgorod, Russia
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https://orcid.org/0000-0002-6767-1840
Yusubov Ruslan Latifovich,
Applicant at Management and Marketing Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0009-0008-5210-7084
The article is devoted to the development of strategic guidelines and industrial marketing tools for emerging markets of technological innovations. Based on the analysis of modern approaches to industrial marketing, the inefficiency of traditional methods in the commercialization of breakthrough technologies has been revealed. As a result of the research, a modified model of the «4P + 2P» marketing package has been proposed, adapted to the specifics of the formation of new markets. The testing of the approach using the example of equipment for 3D printing with concrete demonstrated the effectiveness of combining traditional marketing tools with elements of «proof» and «partnership». Practical recommendations have been developed for the use of the proposed tools aimed at reducing market uncertainty and building innovative ecosystems.
Keywords: industrial marketing; emerging markets; technological innovations; marketing tools; marketing mix; 3D printing with concrete; development strategy.
Рр. 65 – 71
UDC 332.02
DOI: 10.24412/2071-3762-2025-10340-65-71
Formation of the city’s Brand Under the Influence of the City-forming Metallurgical Enterprises in Russia
Chernysheva Anna Mikhailovna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0000-0002-9240-6619
Sotnikova Victoria Vyacheslavovna,
student, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0009-0007-9336-8064
The article is devoted to the study of the process of forming a city brand under the influence of city-forming enterprises in order to obtain a synergetic effect aimed at jointly promoting the brand of the city and the brand of the enterprise. The article was prepared using open sources. The data from the survey of respondents in relation to the city’s brand and statistical data on cities with a formed and unformed city brand, taking into account the brand of a metallurgical enterprise, became the basis for developing a model for building a city brand for cities with a metallurgical city-forming enterprise, aimed at simultaneously building a city brand and a metallurgical enterprise brand in order to obtain a synergetic effect, as well as simultaneous participation government agencies. The model of building a city brand for cities with a metallurgical city-forming enterprise took into account all the necessary factors and parameters of urban identity, the constituent elements of the concept of the city brand and the image of the city. On this basis, recommendations were made on building these brands in order to jointly promote brands not only for residents of the city, but also for tourists and businesses in order to develop the business activity of the city and the growth of the economically active population in it.
Keywords: national brand; regional brand; brand of the region; positioning; brand image.
Рр. 72 – 76
UDC 339.138
DOI: 10.24412/2071-3762-2025-10340-72-76
Generic and Augmented Consumer Value of Educational Services: Formation and Development
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
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https://orcid.org/0000-0002-4828-1070
This work is devoted to the study of the concept of «educational service» and the transformation of its essence and content in the context of a change in the educational paradigm and the system of social values. Both in the professional environment and in the wider public space, there have been disputes for a very long time regarding the legality and ethics of using the phrase «educational service» (including at the legislative level). In order to talk about the correctness of interpreting education as a service offered, it is important to understand the fundamental essence, the fundamental nature of this social and at the same time market category. And if initially education was interpreted solely as a public good, then gradually it also passed into the category of commodity units. The article describes and compares the generic and augmented consumer value of educational services, showing that education is a multifaceted phenomenon, and therefore has both objective and subjective levels. It is concluded that the exact line between the market price and the public value of an educational service is rather blurred, and in order to determine whether the categories «education» and «educational service» are identical, it is necessary to clearly represent the «starting point» and understand the meaning and expediency of distinguishing these definitions.
Keywords: educational marketing; educational services market; education; consumer value of education; education as a commodity; demand for education.