Issue is available for downloading in PDF format. Download >>
Рр. 4 – 9
UDC 338.1
DOI: 10.24412/2071-3762-2026-2344-4-9
Issues related to the application of strategic and operational marketing solutions in managing relationships with consumers of legal services
PDF(RUS)Download >>
Larin Alexander Alexandrovich,
Postgraduate Student, Rostov State University of Economics (RINH); 69 Bolshaya Sadovaya st., Rostov-on-Don, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0002-6710-099X
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
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-2921-7548
Przedeckaya Natalia Vitovna,
Doctor of Economics, Professor, Head of the Department of Marketing and Advertising, Rostov State University of Economics (RINH); 69 Bolshaya Sadovaya Street, Rostov-on-Don, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4550-6649
The article explores the application of strategic and operational marketing solutions by legal services companies in terms of establishing relationships with consumers. It concludes that large businesses are more likely to prioritize strategic marketing solutions that are implemented through operational steps. Medium-sized businesses demonstrate a trend towards strategic-oriented solutions, but they also prioritize operational plans that allow for flexibility. Individual professionals and small organizations exhibit a dominant behavior in terms of a situational approach and an attempt to achieve operational efficiency in their relationships with consumers and marketing solutions.
Keywords: marketing solutions; relationships; consumers, legal services; companies; specialists, research.
Рр. 10 – 17
UDC 339.138
DOI: 10.24412/2071-3762-2026-2344-10-17
Philosophical and managerial foundations for integrating science fiction into marketing in the economy of narrative expectations
PDF(RUS)Download >>
Dzhendubaeva Samira Azamatovna,
PhD in Jurisprudence, Senior Lecturer at the Department of Marketing, 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.
httрs://orсid.org/0000-0003-4671-7480
This article focuses on developing a comprehensive management doctrine that justifies the integration of science fiction into marketing and risk analysis in the emerging «narrative expectations economy.» By overcoming the reductionist and instrumentalist perception of science fiction as a mere «prediction tool,» this study proposes a doctrinal expansion of its significance. The new market paradigm, referred to as the «narrative expectations economy,» suggests that the value of innovations is determined by their alignment with the narrative patterns already established in popular culture. The paper formulates three interrelated philosophical foundations of the proposed doctrine: ontological (science fiction as a co-creator of the market’s semiotic infrastructure), epistemological (knowledge of future markets through the hermeneutics of cultural texts), and axiological (the concept of «cultural debt» for innovation). To operationalize the approach, key concepts are introduced: «cultural debt,» «market’s semiotic infrastructure,» and «narrative risk.» This conceptual framework leads to practical managerial implications, including the principles of managing cultural debt, transforming the brand’s role into that of a «keeper of the archetype,» and the necessary organizational changes. The focus is on formulating an ethical imperative based on narrative transparency, dialogical co-creation with the audience, and anticipatory responsibility. The main outcome of this work is the conceptual foundation for a doctrine that positions science fiction as a strategic resource for shaping the future in a esponsible manner, rather than simply as a source of predictions.
Keywords: science fiction; marketing forecasting; SINMAR; marketing strategies; economics of narrative expectations; cultural duty; ethics of innovation; management philosophy.
Рр. 18 – 25
UDC 339.138
DOI: 10.24412/2071-3762-2026-2344-18-25
Stages of Developing a Dynamic Marketing Strategy: Methodological and Instrumental Aspects
PDF(RUS)Download >>
Semibratsky Maxim Viktorovich,
PhD in Economics, Associate Professor, Associate Professor of the Department of Management and Marketing, Belgorod National Research University; 85 Pobedy St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
Gerasimenko Olga Aleksandrovna,
Doctor of Economics, Docent, Head of the department of Management and Marketing, Belgorod National Research University; 85 Pobedy St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6451-1123
Margatsky Nikita Aleksandrovich,
Applicant at the Department of Management and Marketing, Belgorod National Research University; 85 Pobedy St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0009-1631-6986
The article discusses the logical sequence, content, and methodological tools of the stages of the marketing strategy of educational organizations. The authors supplement the approach to marketing strategy development by developing a dynamic management component. Such strategies allow for more flexible response to external influences, prompt updating of marketing tools, and achievement of set goals. The content of the dynamic strategy includes five sequential stages: analytical, predictive, marketing plan development, organizational, and evaluation. Each stage is divided into methodologically sound steps for developing the strategy, taking into account the instrumental part of its implementation.
Keywords: marketing strategy; marketing planning; educational marketing; dynamic strategy.
Рр. 26 – 33
UDC 339.138
DOI: 10.24412/2071-3762-2026-2344-26-33
The Role of Marketplaces in Promoting Clothing Products for Small and Medium-Sized Businesses
PDF(RUS)Download >>
Sheynina Maryana Alexandrovna,
PhD in Economics, Senior Lecturer at the Department of Advertising and Public Relations in the Media Industry, Moscow Polytechnic University; 38 Bolshaya Semyonovskaya st., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-9646-9473
Tuleeva Yulia Nikolaevna,
PhD in Economics, Associate Professor at the Department of Marketing and Brand Management at the Institute of Management of the Presidential Academy (RANEPA); 82 Vernadsky Prospekt, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0005-7108-3012
Granson Lyubov Ivanovna,
Senior Lecturer at the Department of Integrated Communications at the Institute of Social Sciences of the Presidential Academy (RANEPA); 82 Vernadsky Prospekt, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0007-8349-2694
The purpose of the study is to determine the most effective ways of advertising promotion on marketplaces and to develop methodological recommendations for organizing advertising support on marketplaces for small and medium-sized enterprises in the clothing category. The existing advertising functionality of marketplaces allows for the implementation of various types of campaigns (branding, performance). To a large extent, it is focused on large players with a high level of advertising expenses. The fashion retail segment is one of the key segments on marketplaces, and most of the players in this segment are small businesses with limited promotion budgets. For this reason, the authors summarize new material on the topic under study in order to develop recommendations applicable to the implementation of advertising support on marketplaces by these categories of entrepreneurs. As a result of the study, the key methods of promotion on marketplaces have been identified and characterized, and recommendations have been provided for the use of tools depending on the level of advertising expenses for sellers from small and medium-sized businesses.
Keywords: marketplaces; retail media; fashion retail; promotion on marketplaces; media planning.
Рр. 34 – 39
UDC 339.138
DOI: 10.24412/2071-3762-2026-2344-34-39
Strategy for Positioning and Promoting a Startup Project in the MICE Services Market
PDF(RUS)Download >>
Chernova Marina Alexandrovna,
PhD in Economics, Associate Professor of the Department of Integrated Communications and Advertising, Russian State University for the Humanities; 6 Miusskaya pl., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0004-0977-7227
Vikulova Anastasia Sergeevna,
Student, Russian State University for the Humanities; 6 Miusskaya pl., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0009-6353-4003
Dmitrieva Veronika Sergeevna,
Student, Russian State University for the Humanities; 6 Miusskaya pl., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0007-2311-6945
Salokhina Yulia Sergeevna,
Student, Russian State University for the Humanities; 6 Miusskaya pl., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0009-5855-7286
The article presents the results of a study aimed at developing a market positioning and promotion strategy for the Plant Event startup. The service specializes in personalized selection of venues for MICE events. The study is based on a comprehensive analysis of current industry trends. The research methodology includes secondary data analysis, comparative competitive analysis, online surveys of the target audience, SWOT analysis of the project’s internal and external environment, and financial modeling techniques to determine the break-even point. During the analysis, key market drivers were identified: the steady growth of the MICE sector, the resurgence of demand for offline formats after the pandemic restrictions, and the existing inefficiency of the search and selection processes. The main result of the work is the identification of the project’s unique selling proposition, which is the creation of a B2B platform with an algorithmic selection of venues. The algorithm takes into account not only technical parameters but also the customer’s corporate culture and the industry specifics of their business. Based on the identified unique selling proposition, an integrated positioning and marketing communications strategy has been developed, which is adapted to seasonal fluctuations in demand and the structural features of the tourism market. The scientific novelty of the study lies in the testing of the customer-oriented positioning methodology in the development of a startup’s corporate identity.
Keywords: MICE industry; startup; positioning; promotion strategy; B2B marketing; event management; competitive analysis; customer experience; tourism market.
Рр. 40 – 49
UDC 339.138
DOI: 10.24412/2071-3762-2026-2344-40-49
An Integrated Approach to Describing the Purchasing Behavior of Members of a Target Group. Part 3. Connection with Other Classes of Characteristics
PDF(RUS)Download >>
Zakuskin Sergey Viktorovich,
PhD in Technical Sciences, Deputy General Director, Compass Research Agency LLC; 60 Oktyabrskaya St., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
Data on the purchasing behavior of representatives of the target group contains a significant amount of useful information for identifying behavioral patterns of customers, developing recommendations, and creating a strategy for promoting products/services/brands/firms. Based on this information, it is possible to design the most effective approaches and methods for organizing sales. Summary (integral) indicators of purchasing 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, promotion, and PR campaigns, as well as individual events. The article examines a wide range of aspects of consumer behavior: consumption situations; preferred types of retail outlets; consumer assessments of the availability of a product in retail outlets; the importance of additional services when purchasing; the amount spent on a purchase, etc. These aspects are explored using examples from specific marketing studies in relation to other classes of target group parameters (socio-demographic and psychographic) using data analysis methods. As a result, groups of similar patterns of consumer behavior and their relationship with other classes of parameters were identified, ways of attracting potential customers were proposed, and estimates of the possible volume of attracted representatives of the target group were obtained.
Keywords: characteristics of the target group; consumer behavior; behavioral patterns; decision-making on purchase; target group segment; consumer activity; positioning effectiveness; image-forming factors; analysis of connections in data.
Рр. 50 - 54
UDC 378.014.5
DOI: 10.24412/2071-3762-2026-2344-50-54
Assessment of the Demand for Educational Programs at Universities in Some Balkan Countries by Russian Students
PDF(RUS)Download >>
Zuenkova Yulia Alexandrovna,
PhD in medical, DBA, Associate Professor of Marketing Department, Financial University under the Government of the Russian Federation; 49 Leningradsky Ave., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-3660-0476
Stevanovic Bojana,
student, Financial University under the Government of the Russian Federation; 49, Leningradsky Ave., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0009-7218-9555
Cherepanin Fyodor Andreevich,
student, Financial University under the Government of the Russian Federation; 49, Leningradsky Ave., Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0003-1995-9983
The article presents the results of a study of the demand among Russian students for educational programs at universities in the Balkan countries. Students from 28 universities in 8 cities of the Russian Federation were surveyed using an online questionnaire. The study revealed the intentions of students to continue their studies in the master’s program and to change their specialization. The article also presents data on the desire of Russian students to study abroad and their opinions on the abolition of the Bologna system in Russia. The study identified the factors that influence students’ motivation to continue their studies in Russia. The article also provides an assessment of the accessibility of Russian higher education. The article provides data on which factors of studying at universities in the Balkan countries are attractive for Russian students and which, on the contrary, discourage them from choosing universities in these countries. The article presents a rating of the attractiveness of the Balkan countries for Russian students. The article also provides recommendations for universities on developing key success factors with a focus on the Russian audience.
Keywords: higher education; Bologna Declaration; demand assessment; marketing research; university; Balkans; educational marketing.
Рр. 55 – 58
UDC 004.94
DOI: 10.24412/2071-3762-2026-2344-55-58
Evaluation of the Economic Efficiency of Advertising Campaigns in the Digital Environment
PDF(RUS)Download >>
Smolovik Galina Nikolaevna,
PhD in Economics, Associate Professor of the Department of Economics, Orthodox St. Tikhon’s University for the Humanities; 9s1 Ilovaiskaya Street, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
httрs://orсid.org/0009-0003-5828-0308
Tsyganok Olga Alexandrovna,
student, Orthodox St. Tikhon’s University for the Humanities; 9s1 Ilovaiskaya Street, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
httрs://orсid.org/0009-0004-2024-8596
The article is devoted to the problem of assessing the economic efficiency of advertising campaigns in a highly competitive digital environment. The purpose of the study is to develop and test an algorithm for a comprehensive assessment of the effectiveness of digital advertising. The article proposes a six-step algorithm that integrates the AIDA model with digital analytics tools and includes the formation of KPIs, the collection and consolidation of data from advertising accounts, CRM, and analytics systems, a comparative analysis of channels based on economic, behavioral, and communication metrics, as well as the optimization and scaling of advertising activities. The algorithm was tested using the example of an advertising campaign for the ProForm online sports nutrition store. The results showed that email marketing performed the best, contextual advertising provided stable conversions when the target CPA was exceeded, and targeted advertising in VK had a high cost per acquisition and a low share of repeat sales. Based on the analysis, recommendations were developed to optimize the distribution of advertising budgets and increase the return on marketing investment (ROMI).
Keywords: digital advertising effectiveness; KPI in digital marketing; ROI and ROMI of advertising campaigns; LTV and CAC of customers; CPA as an indicator of advertising effectiveness; optimization of advertising channels; end-to-end marketing analytics; AIDA model and digital metrics.
Рр. 59 – 63
UDC 338
DOI: 10.24412/2071-3762-2026-2344-59-63
The Role of Social Marketing in Commercial Medicine
PDF(RUS)Download >>
Shvareva Viktoria Viktorovna,
Chairman of the Board of Directors of the National Association for the Development of Social Initiatives in the Sphere of Health and Sports; 15 Nab. Akademika Tupoleva, Moscow, Russia
info@нарсизс.рф
httрs://orсid.org/0009-0004-2655-5503
The article examines the role of social marketing and its key tools in commercial medicine. The main types of social marketing are differentiated and their characteristics are provided. The article discusses the opportunities and risks of promoting a clinic based on social marketing, and draws a line between social and commercial marketing in the current healthcare environment. The article defines the criteria for the feasibility of using social marketing tools in commercial medicine and the factors that determine the success of their implementation. The article proposes a formula for calculating the costs of social marketing and provides recommendations for using social marketing tools based on the lifecycle of a clinic.
Keywords: social marketing; medical marketing; customer-oriented marketing; marketing in the social sphere; commercial medicine.
Рр. 64 - 70
UDC 338.23
DOI: 10.24412/2071-3762-2026-2344-64-70
Empirical Studies of the Influence of Personality Type on Purchasing Behavior in the Savings Market
PDF(RUS)Download >>
Savelieva Nadezhda Konstantinovna,
Doctor of Economics, Professor, Director of the Institute of Economics and Management, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
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
This email address is being protected from spambots. You need JavaScript enabled to view it.
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
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-5486-0175
Mukho Yulia Evgenievna,
Lecturer at the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0008-7815-8867
The purpose of the study is to investigate the influence of personality type on the purchasing behavior of the population in the savings market. The article is based on open sources, materials from representatives of the savings market, and the results of a sample survey of the population. The article identifies the factors that determine the behavior and decision-making motives of customers with different personality types, constructs a socio-demographic profile of customers based on their personality types, and conducts a multifaceted analysis of purchasing behavior. The scientific novelty of the article lies in establishing the relationship between personality characteristics and purchasing behavior. As a result, behavioral profiles of customers were constructed, and recommendations were given on how market participants should interact with customers in order to create value-added offers and increase customer satisfaction with the products and services offered.
Keywords: personality type; consumer behavior; population; savings; customers; sample; savings goals; investment objects.
Рр. 71 – 75
UDC 658.512.23
DOI: 10.24412/2071-3762-2026-2344-71-75
Application of neural networks in the creation and development of brand identity
PDF(RUS)Download >>
Fedorova Anna Valentinovna,
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/0000-0002-8596-185X
Lagutina Maria Alexandrovna,
Senior Lecturer 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/0009-0000-5359-5907
The article provides a comprehensive analysis of modern approaches to the use of neural networks and artificial intelligence in the field of brand design and identity. By analyzing current data and practical cases, the article explores how the introduction of artificial intelligence is changing traditional approaches to visual communication. The article focuses on three key areas of development in modern identity: the use of generative models, the implementation of dynamic systems, and the principles of emotional branding. The article not only explores the potential of artificial intelligence but also addresses the challenges and limitations of its application in brand identity development. The study concludes that neural networks have enormous potential, but they do not replace the designer; instead, they transform the designer’s role into that of a curator and expert who guides the generation process.
Keywords: neural networks; artificial intelligence; brand design; identity; generative design; emotional branding; adaptive corporate identity.