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Рр. 4 – 9
UDC 331.108.2
DOI: 10.24412/2071-3762-2025-12342-4-9
Personnel Marketing as a Modern Tool for HR-Management Transformation
Makarova Maria Vladimirovna,
PhD in Economics, Associate Professor of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0002-6175-0054
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
Burtseva Tatyana Alekseevna,
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/0000-0001-9088-1208
Glubokova Lyudmila Gennadievna,
PhD in Economics, Associate Professor, Associate Professor 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/0000-0002-4478-4973
This study is based on the hypothesis that, in addition to the salary level, there are other factors that may influence the applicant’s choice of a company for employment. In order to study the publishing sector in terms of attractiveness to employment, the first stage of the study included an analysis of supply and demand in this segment of the labor market. At the second stage, the opinions of applicants regarding the factors influencing the decision to work in a modern publishing company were monitored. The methods of factor analysis and analysis of the main components in the SPSS software package were applied to the data of the monitoring result. The results of the factor analysis allowed us to identify factors grouped into two components: income level and employer brand. As a result, a perception map was created that demonstrated the attitude of applicants towards publishing companies that position vacancies on the online platform. HH.ru.. according to the identified components. On this basis, conceptual options for promoting companies in the labor market were proposed based on the author’s vision of the adapted HR 360 Marketing strategy.
Keywords: HR marketing; HR brand; perception map; factor analysis; publishing; HR 360 marketing.
Рр. 10 – 14
UDC 339.138
DOI: 10.24412/2071-3762-2025-12342-10-14
Personnel Marketing in the Nuclear Field (using the example of Rosatom State Corporation)
Popova Tatiana Sergeevna,
PhD in Economics, Associate Professor, Associate Professor at Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/ 94 Lenin St., Volgodonsk, Russsia
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https://orcid.org/0000-0002-0554-2672
Ryabyshev Mikhail Vasilyevich,
Associate Professor at Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/ 94 Lenin St., Volgodonsk, Russsia
https://orcid.org/0009-0005-7202-4276;
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The enterprises whose industry affiliation relates to nuclear energy were selected as the object of research in this article. The subject area of the research is personnel marketing in the nuclear industry, considered as strategic management of the search, attraction, hiring, retention and development of highly qualified personnel, vital for such a high-tech and strategic sphere of the Russian economy as nuclear energy. The purpose of the research is to describe modern tools and identify promising areas for the development of personnel marketing in the nuclear industry. The main result of the research is the justification of the expediency of using personnel marketing techniques and methods by subjects of the nuclear industry. It is concluded that targeted marketing tactics and a personnel-oriented strategy provide numerous social and economic effects that increase the strategic sustainability and stability of enterprises operating in the nuclear energy market, responsible for meeting the need for reliable low-carbon energy.
Keywords: Rosatom State Corporation, personnel marketing, nuclear industry, personnel management, value chain, customer orientation, staff loyalty, relationship marketing, nuclear energy.
Рр. 15 – 20
UDC 339.138
DOI: 10.24412/2071-3762-2025-12342-15-20
Content marketing in the «window of inspiration» on the paint and coating market
Puchkov Dmitry Mikhailovich,
Postgraduate student, Moscow Financial and Industrial University «Synergy»; 80 Leningradsky ave., Moscow, Russia
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https://orcid.org/0009-0006-1975-3506
The article discusses the features of developing a content strategy for working with consumers at an early stage of realizing the need for paint and varnish materials on the market. The concept of the «window of inspiration» is introduced and justified, interpreted as a key initial phase in the consumer decision-making process. The analysis is based on the classical model of J. R.R. Tolkien’s purchasing behavior. Angela, with a focus on the transition from latent need to its awareness. Based on this model, the author has developed a simplified structure of the purchase cycle, in which the main stages are aggregated into logical blocks. The empirical part of the study includes segmentation of the paint and varnish materials market audience. For each identified segment, a unique typology of content tools has been identified and detailed, which are most relevant for influencing different decision-making stages. Key metrics of content effectiveness for each segment have been identified, linking the depth of interaction with subsequent conversion. The practical result of the work is a system of recommendations for manufacturers and distributors of paint and varnish materials on building a measurable content strategy aimed at expanding the audience, strengthening the brand and increasing sales through the active use of content.
Keywords: content strategy; consumer behavior; window of inspiration; consumer choice; paint and varnish materials market; building materials.
Рр. 21 – 29
UDC 339.138
DOI: 10.24412/2071-3762-2025-12342-21-29
An Integrated Approach to Describing the Purchasing Behavior of Representatives of the Target Group. Part 1. Selected Aspects
Zakuskin Sergey Viktorovich,
PhD in Technical Sciences, Deputy General Director, Compass Research Agency LLC; 60 Oktyabrskaya St., Moscow, Russia
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Data on the purchasing behavior of representatives of the target group contains a significant amount of useful information for identifying customer behavioral patterns, making recommendations, and developing a strategy for promoting goods/services/brands/firms. Based on them, you can design the most effective approaches and ways to organize sales. Summary (integral) indicators of customer behavior (based primarily on the volume and frequency of purchases) can be used both in marketing research as a target function and in monitoring the effectiveness of advertising, promotional, PR campaigns, as well as individual events. The article examines certain aspects of purchasing behavior – the order of making a purchase decision and the reasons that prompted the purchase. Their analysis is based on examples from specific studies using descriptive statistics methods in the initial (measured) values, as well as in quantified values obtained using optimal data transformation. As a result, groups of similar patterns of purchasing behavior were identified, ways of attracting potential buyers were proposed, and estimates of the possible volume of attracted representatives of the target group were obtained.
Keywords: target audience; purchasing behavior; making a purchase decision; reasons for making a purchase; purchasing activity; positioning effectiveness; image-forming factors.
Рр. 30 – 33
UDC 339.138
DOI: 10.24412/2071-3762-2025-12342-30-33
Social Networks in Marketing Activities in the Financial Market
Ermolaev Ilya Mikhailovich,
Student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0006-2628-6459
Egorov Evgeny Igorevich,
Student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0009-3492-5849
This work is devoted to a comprehensive analysis of the role of social networks in the marketing activities of financial market companies. The study examines both the opportunities to increase brand awareness and audience engagement, as well as potential negative consequences, including reputational risks and regulatory compliance issues. Based on the analysis of Russian and international cases, as well as current trends in digitalization, practical recommendations are formulated. These recommendations determine which types of financial institutions should actively use social media, and which should adopt a more cautious strategy. The study is based on the analysis of secondary data, case-study and expert assessments.
Keywords: marketing; social networks; regulatory requirements; financial market; consumer attraction; reputational risks; brand promotion; financial organizations.
Рр. 34 – 40
UDC 339.138
DOI: 10.24412/2071-3762-2025-12342-34-40
Development of a Strategy for Promoting a Children’s Club in the Telegram Messenger
Rozhkov Ilya Vyacheslavovich,
PhD in Economics, Leading Researcher at the Institute of Management Research and Consulting, Faculty of Higher School of Management, Financial University under the Government of the Russian Federation, 49/2 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-1455-347X
Strashevskaya Anastasia Ivanovna,
Student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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Belyaeva Darya Sergeevna,
Student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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Kalimullina Sofia Vilevna,
Student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia.
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The relevance of the research is due to the growing competition in the educational services market and the need to adapt traditional marketing strategies to digital realities. The article discusses strategies for promoting children’s educational organizations in the Telegram messenger. The theoretical foundations of messenger marketing are analyzed, free and paid promotion methods are classified. The practical significance of the research lies in the development of recommendations on the use of Telegram messenger tools to increase brand awareness, attract customers and strengthen loyalty in a highly competitive educational market with its specific features.
Keywords: promotion; kids club; Telegram; messenger marketing; targeted advertising; chatbot; educational services market; content; loyalty; competition.
Рр. 41 – 45
UDC 338.1
DOI: 10.24412/2071-3762-2025-12342-41-45
Ethical Limitations of Neuromarketing: Risk Analysis of Manipulation
Gelfond Daniil Vladislavovich,
PhD in Economics, Department of International Economic Relations, St. Petersburg State Maritime Technical University; 23 Pskovskaya st., St. Petersburg, Russia
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https://orcid.org/0009-0007-5423-5867
Ikonnikova Valeria Viktorovna,
student, St. Petersburg State Maritime Technical University; 23 Pskovskaya st., St. Petersburg, Russia
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The article is devoted to the study of ethical issues in the field of neuromarketing with an emphasis on the risks of manipulative influence on consumer behavior. A systematic review of the mechanisms that, when using neuromarketing technologies, can influence consumer decision-making has been conducted, and key ethical contradictions associated with the use of such methods have been identified. It has been established that these technologies affect unconscious processes and function outside the framework of the usual consumer protection mechanisms. A comparative analysis of the legal regulation regimes of neuromarketing in the European Union, the USA and the Russian Federation has been carried out, which has revealed differences in the definition and protection of neurodata. The existence of gaps in the current legal framework related to the lack of uniform requirements for the handling of neural data has been established. In conclusion, practical recommendations are proposed aimed at coordinating a regulatory system that will simultaneously ensure consumer protection and the development of neuromarketing technologies.
Keywords: neuromarketing; manipulation; legal regulation; EEG; informed consent; legal regulation; consumer behavior; cognitive autonomy.
Рр. 46 – 52
UDC 339.138
DOI: 10.24412/2071-3762-2025-12342-46-52
Marketing Mix in the System of Formation of Competitive Advantages of Commercial Banks
Bykanova Natalya Igorevna,
Doctor of Economics, Associate Professor, Head of the Department of Innovative Economics and Finance, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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http://orcid.org/0000-0002-5505-5071
Naumenko Irina Aleksandrovna,
Associate of the Department of Innovative Economics and Finance, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0000-4015-1768
Engel Sergey Sergeevich,
applicant, Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0005-8800-8131
The purpose of the study is to identify the specifics of the use of various marketing mix models by Russian commercial banks and to assess the impact of their implementation level on the formation of competitive advantages in the context of digital transformation of the financial market. The paper provides a theoretical and methodological analysis of the evolution of marketing mix concepts and determines the degree of their relevance in the banking sector. An empirical comparison of the largest Russian banks has been conducted based on a system of integrated indicators reflecting the development of product policy, service processes, communication tools and digital channels of interaction with customers. The differences in the strategies of customer orientation, digitalization, quality of service and ecosystem development that determine the structure of banks’ marketing activity are analyzed. As a result, it was found that the highest level of competitiveness is demonstrated by banks using advanced marketing mix models (7P, 12P, 4C, SAVE), integrating customer experience management, personalized services and integrated digital solutions. The direct relationship between the degree of marketing maturity and the stability of banks’ market positions is shown, which confirms the strategic importance of integrated marketing as a tool for building long-term competitive advantages in the financial market.
Keywords: marketing mix; complex marketing; banking marketing; competitiveness of banks; marketing strategy; digitalization; digital transformation.
Рр. 53 – 57
UDC 339.138
DOI: 10.24412/2071-3762-2025-12342-53-57
The Evolution of Agromarketing: Stages and Prospects
Derensky Dmitry Igorevich,
postgraduate student, Volgograd State Technical University; 28 Lenin Ave, Volgograd, Russia
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https://orcid.org/0009-0004-0544-0897
The article is devoted to the emergence and evolution of agromarketing, including its specifics and main problems. This paper analyzes in detail the stages of the evolution of agromarketing, which are associated with the change of dominant paradigms, which represent the prevailing general approach among marketers to understanding the goals, principles and tools of marketing activities. Within each paradigm, marketing concepts are highlighted – more specific approaches that focus on individual key factors of business competitiveness. As a result of the research, it is concluded that the transition of agromarketing to a service-dominant paradigm opens up new opportunities for subjects of the Russian agro-industrial complex thanks to digital technologies. Openness and trust are becoming key resources of agribusiness, and digital services contribute to the study of consumers and competitors. The involvement of consumers and partners in the joint creation of value is the basis for the formation of service ecosystems in the agro-industrial complex. Based on the above, there is a need for serious development of the scientific foundations of digital agromarketing.
Keywords: agromarketing; evolution of agromarketing; marketing strategies; agribusiness; digital agromarketing; agriculture.
Рр. 58 – 62
UDC 339.13
DOI: 10.24412/2071-3762-2025-12342-58-62
Monitoring of the University’s Official Website as a Tool For Adaptive Adjustment of Marketing Strategy
Kucheryavenko Svetlana Alekseevna,
PhD in Economics, Associate Professor, Head of the Quality Management Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0000-0002-3642-2948
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
The article is devoted to the main aspects of the implementation of effective marketing control of university activities through the analysis of official websites. In a highly competitive environment, universities are actively using digital marketing tools to adjust their marketing strategies adaptively. The article discusses the analytical tools Yandex.Wordstat, Yandex.Metrica, myTracker, as well as methods for evaluating the quality of content and website usability. The article will be useful to specialists in the field of educational marketing who are interested in increasing the competitiveness of their university in the market of educational services and products of higher education. Objective: to develop practical recommendations for improving the university’s marketing control system based on an analysis of its official website.
Keywords: marketing control; marketing activities of the university; official website of the university; marketing in the educational field; Internet marketing.
Рр. 63 – 67
UDC 338.1
DOI: 10.24412/2071-3762-2025-12342-63-67
Zumer Preferences in Russia Regarding the Consumption of Tourism Services
Bondarenko Victoria Andreevna,
Doctor of Economics, Professor, Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia; Professor of the Department of Service Marketing and Brand Management, State University of Management; 99 Ryazansky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-2921-7548
Gasparyan Artur Vardgesovich,
PhD in Economics, Associate Professor at of the Department of Service Marketing and Brand Management, State University of Management; 99 Ryazansky Prospekt, Moscow, Russia
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https://orcid.org/0009-0009-1554-4557
Sharaya Margarita Grachevna,
Senior Lecturer at the Department of Marketing and Advertising, Rostov State University of Economics (RINH); 69 Bolshaya Sadovaya st., Rostov-on-Don, Russia
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https://orcid.org/ 0009-0000-0298-5876
The article examines the main characteristics of the zoomer generation in Russia, which are reflected in the manifestation of their consumer trajectory in relation to preferences regarding the purchase of travel services. It is concluded that the main element forming a kind of unique sales offer for them should be financial accessibility and a creative approach that allows them to offer the acquisition of new unique experiences and positive emotions that are of primary value to the specified consumer audience.
Keywords: buzzers; generational theory in marketing; consumer preferences; tourism services market; target audience; tourism marketing.