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Рр. 4 – 7
UDC 339.138
DOI: 10.24412/2071-3762-2025-11341-4-7
13P Marketing Strategy in Export Management
Vasilieva Elena Viktorovna,
Doctor of Economics, Associate Professor, Head of the Department of Business Informatics, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-3054-832X
Veretekhina Svetlana V.,
PhD in Economics, Associate Professor, Associate Professor of the Department of Business Informatics, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/000-0003-3014-5027
The study provides an overview of the development of the 7P-13P marketing strategy. The main components of 13P marketing are presented and described. The statistics of the general decline in exports in 2025 are given.compared to the same period in 2024 and compared to 2023. The marketing of 13P in conditions of non-price competition is described. The practical significance of 13P marketing has been determined, where accelerated business adaptation to the conditions of a dynamically developing export market is applied. It is determined that the development of the 13P marketing model is not labor-intensive, because During its development, export marketing mechanisms are borrowed, which adapt to the marketing of 13P. The 13P marketing strategy is directly related to export activities in conditions of non-price competition and is considered by the enterprise at the level of international cooperation. 13P marketing is an extended model of classic 4P marketing and 7P-mix marketing. In conditions of non-price competition, when the price of complex machinery and high-tech products is not dominant, 13P marketing forms a strategy to maximize export revenue in a short period of time by providing additional IT services to the main product.
Keywords: marketing; non-price competition; 13P marketing metrics; customization; accelerated business adaptation.
Рр. 8 – 13
UDC 333.13
DOI: 10.24412/2071-3762-2025-11341-8-13
Formation of a Differentiated Marketing Approach to a Multi-segment Entrepreneurial Project in the Field of Sports
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”; 2, Izmailovsky Val St., Moscow, Russia
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https://orcid.org/0000-0002-9404-8827
Soliagin Mikhail Nikolaevich,
graduate student, Moscow Financial and Industrial University “Sinergia”; 2, Izmailovsky Val St., Moscow, Russia
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https://orcid.org/0009-0004-0158-0622
The subject of the research is a multi–segment entrepreneurial project in the field of sports event management based on segmentation of the target audience and differentiated positioning. The purpose of the work is to develop and test a differentiated marketing model for a multi–segment project for organizing excursions and children’s parties at Moscow football stadiums. The study uses classical marketing methods: the STP model (segmentation, targeting, positioning), the ACCA model for structuring marketing communications. The empirical base includes an analysis of 150 potential customers from three target segments, expert interviews with 12 sports industry specialists. As a result, three key segments of the target audience have been identified with the development of unique trading offers for each. The optimal set of marketing channels for a startup with a limited budget has been determined. The expected efficiency of the project is calculated. The research results are applicable to small business projects in the field of event services, sports tourism and children’s leisure, especially when working with niche locations and limited marketing budgets. The effectiveness of a differentiated approach to the marketing promotion of a multi-segment project has been proven. The scientific novelty lies in the adaptation of classical marketing models to the specifics of sports event management and the creation of a methodology for evaluating effectiveness for small businesses with limited resources.
Keywords: digital marketing; small business; STP marketing; sports event management; market segmentation; marketing in sports.
Рр. 14 – 19
UDC 339.138
DOI: 10.24412/2071-3762-2025-11341-14-19
The Effectiveness of Contextual Advertising in Promoting Small Businesses (Using the Example of the Corporate Gift Market)
Kadetova Zlata Stanislavovna,
student, Ulyanovsk State Technical University; 32 Severny Venets St., Ulyanovsk, Russia
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https://orcid.org/ 0009-0009-1816-4437
Saburova Marina Mikhailovna,
PhD in Economics, Associate Professor of the Department of Political Science, Sociology and Public Relations, Ulyanovsk State Technical University; 32 Severny Venets St., Ulyanovsk, Russia; business coach, marketing consultant, Head of the Marketing Consulting Business Center (Ulyanovsk)
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https://orcid.org/0000-0002-5900-1986
The article is devoted to the analysis of the use of contextual advertising tools in the promotion of small businesses specializing in the production of corporate gifts. The possibilities of the Yandex platform are considered.Yandex. Direct as a key tool for targeted impact on the business audience. To assess the effectiveness of advertising activities, the case study method was used using the example of a specific company, and a content analysis of advertising campaigns was carried out. Special attention is paid to the adaptation of contextual advertising tools to the specifics of small businesses, characterized by a limited budget and a narrow target audience. The practical significance of the research lies in the development of recommendations for small businesses to improve the effectiveness of advertising campaigns in Yandex.Direct, aimed at achieving optimal results and creating sustainable demand in the corporate gifts segment.
Keywords: small business; corporate gifts; digital marketing; contextual advertising; Yandex.Direct; promotion efficiency; B2B marketing.
Рр. 20 – 26
UDC 332.1
DOI: 10.24412/2071-3762-2025-11341-20-26
Territorial Brand and its Resources: Differentiation of Concepts
Lesnykh Nadezhda Yuryevna,
Senior Lecturer of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0009-0004-1088-7781
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
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 examines the problem of conceptual differentiation of the categories «territorial brand» and «territorial brand resource» caused by their frequent confusion in scientific literature and management practice. Based on a systematic approach and a critical analysis of existing theoretical concepts, the authors identify and formulate a system of key differentiating criteria (genesis, level of abstraction, functional purpose, manageability, narrative, economic nature) that allow these concepts to be clearly separated. The paper identifies and analyzes typical strategic mistakes that arise as a result of terminological confusion: the reduction of branding to the creation of visual attributes, the expectation of an automatic effect from the availability of resources, and ignoring the brand’s infrastructure. In order to overcome the identified errors, a comprehensive mechanism is proposed for transforming the resource potential of the territory into a sustainable territorial brand.
Keywords: territorial brand; resources of the territory; branding of territories; image of the territory; territorial marketing; strategic mistakes; territory development management.
Рр. 27 – 32
UDC 332.1
DOI: 10.24412/2071-3762-2025-11341-27-32
Analysis of Interregional Differences in the Social Advertising Market in Russia
Rukavitsa Oleg Vadimovich,
PhD student, Russian New University; 22 Radio St., Moscow, Russia
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https://orcid.org/0009-0005-3245-9208
The article analyzes the dynamics and structure of the regional social advertising market in Russia in 2018–2025 based on industry statistics and three regional cases. It is shown that the volume of social advertising has increased significantly over this period: television retains a dominant role, while the share of digital formats is consistently growing. The study revealed significant inter-regional differences in media preferences and campaign coverage, as well as the limitations of existing performance assessment tools. The scientific novelty consists in determining the structural differences of regional media strategies, comparing federal media dynamics with coverage models in the constituent entities of the Russian Federation and clarifying the factors influencing the effectiveness of campaigns. An empirical analysis of three different types of cases (Novgorod Region, Primorsky Krai, and the interregional digital initiative for bone marrow donation) allowed us to identify typical media strategy models applicable in various regional settings. A comparison of the cases shows that the effectiveness of social campaigns is determined not only by the amount of funding, but also by the correspondence of the media mix in the structure of the local audience. Addressable offline formats are effective with limited resources, integrated strategies enhance the behavioral effect, and digital campaigns demonstrate high scaling potential. The results obtained confirm the need to adapt media strategies to the type of region, expand measurement procedures and increase the use of digital channels.
Keywords: social advertising; efficiency assessment; regions of the Russian Federation; regional specifics; regional economy; distribution channels; KPIs; behavioral indicators; media mix.
Рр. 33 – 40
UDC 339.138
DOI: 10.24412/2071-3762-2025-11341-33-40
Methodological and Practical Aspects of Email Marketing Strategy Formation and Optimization
Nazarkina Valeriya Alexandrovna,
PhD in Economics, Associate Professor of Marketing and Service Department, Novosibirsk State Technical University; 20 Karl Marx Prospect, Novosibirsk, Russia
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https://orcid.org/0000-0002-2207-5228
Vithin Olesya Olegovna,
Senior Lecturer at the Department of Marketing and Service, Novosibirsk State Technical University; 20 Karl Marx Prospect, Novosibirsk, Russia
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https://orcid.org/0009-0001-2082-6569
Kosobokova Polina Alexandrovna,
assistant professorof Marketing and Service Department, Novosibirsk State Technical University; 20 Karl Marx Prospect, Novosibirsk, Russia
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https://orcid.org/0009-0004-7500-4716
The article is devoted to the development of a methodology for the formation and optimization of email marketing as one of the effective tools for influencing potential consumers and making purchases of goods through a long decision-making process. The methodology includes eight stages, combined into analytical, practical and evaluative blocks. This technique has been tested using the example of a company engaged in the construction and sale of residential real estate. The testing showed the need to refine the individual stages of the marketing funnel, taking into account the level of interaction with the consumer and his willingness to make a purchase decision. The results of the testing showed the effectiveness of using email marketing tools for construction products.
Keywords: email marketing; marketing funnel; lifetime customer strategy; purchase decision-making process; target audience segmentation.
Рр. 41 – 44
UDC 659.1
DOI: 10.24412/2071-3762-2025-11341-41-44
Trends in the Introduction of Technological Solutions in Marketing Avtovoronki
Kiose Oksana Afanasyevna,
PhD in Philology, Senior Lecturer at the Department of Foreign Languages and Public Relations, Perm National Research Polytechnic University; 29 Komsomolsky Ave., Perm, Russia
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https://orcid.org/0009-0006-5079-9078
The article discusses current trends in the implementation of technological solutions in marketing car sales. The main innovations that contribute to optimizing marketing processes and improving the efficiency of business interaction with customers are highlighted. It is determined that changes in consumer perception due to technological progress directly affect the relationship between the target audience and the brand. In conclusion, the results of a study on the introduction of car windows in the Russian market are presented, and trends in the introduction of modern technologies into the automated sales process are identified. The article will be useful for marketers, digital marketing specialists and anyone who is interested in the application of modern technologies in marketing practice.
Keywords: autoworks; Internet marketing; personalization; innovative marketing communications; marketing strategies.