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Marketing Management

Theoretical foundations of marketing activity management. Conceptual foundations, content, forms and methods of strategic and operational marketing. Modeling of strategic and operational marketing decisions. Marketing in the markets of goods and services. Marketing strategies and marketing activities of economic entities. The state and trends in the development of the external and internal environment of marketing activities, market segmentation and the definition of market niches. Formation and development of integrated marketing information systems. Marketing analytics. Methods and technologies for conducting marketing research. Evaluation of the activities of competitors, its use in the marketing activities of the company. Competitiveness of goods (services). Benchmarking. Commodity and assortment policy management. Development of a system for positioning and market promotion of trademarks, brand creation and brand management. Strategies and methods for building marketing channels for the distribution of goods. Strategies, forms and methods of price and non-price competition in modern markets goods and services. Marketing communications. Development of modern forms and methods of advertising activities, organization and evaluation of the effectiveness of advertising in the system of marketing communications. Marketing technologies in the Internet environment. Modern methods of forming the image of an organization as an element of a marketing strategy. Socio-ethical marketing in the system of business social responsibility priorities. Marketing management of non-profit organizations. Territory marketing management as a factor of socio-economic development and increasing investment attractiveness.

#4 (96/1)
Dialectical aspects of the study of the computer games market in the context of digitalization

Бондаренко Виктория Андреевна, Попов Михаил Вячеславович

At the present stage, computer games are used in the form of a communicative environment or game interfaces for business management (interpersonal relations, communication between management levels). Not only business, but also representatives of the educational sphere pay attention to the computer games market. The paper shows that computer games, as goods of the modern digital society, have an ambiguous effect on society, which is why a dialectical contradiction is formed in the sphere of meaning and value of the game for society. But the management bases and commodity-money relations regarding gaming content at the present stage are in the shade, since national or international normative and legislative acts in the field of regulating the circulation of gaming content are poorly developed or completely absent. It is substantiated that this issue needs additional economic, social and cultural research.
#1 (94)
Communication strategy of a new brand in the publishing market

Федюнин Дмитрий Валерьевич, Лочан Сергей Александрович, Безпалов Валерий Васильевич

In the face of the drastic changes that the book market is currently undergoing, there is a growing need to stand out from the competition through properly structured marketing communications. In modern conditions, it becomes especially important for enterprises to find effective ways, methods and channels for promoting goods and services to the market. The solution of various market issues involves a strategic and systematic approach. Brand launch, coverage of new market segments, rebranding or other strategic decisions define the specifics of the brand's interaction with the consumer. A well-formed communication strategy allows you to ensure a stable and effective activity to generate demand and promote goods and services to the market in order to meet the needs of customers and make a profit.
#4 (93/1)
Branding of children’s tourism as an innovative component of the sustainable development of the destination

Айрапетян Венера Грачиковна

There is a certain pattern and sequence between the brand of children's tourism, which is recognized as an innovative component of the sustainable development of resort destinations offering children's recreation in the Krasnodar Territory, and the level of their tourist attractiveness. The article gives suggestions for the development of children's tourism destinations, presents the branding of children's tourism as an innovative component of the sustainable development of the destination in the Krasnodar Territory.
#3 (93)
Theory of generations in marketing management: a retrospective discoursive aspect of the problem

Архипов Анатолий Евгеньевич, Еськов Вячеслав Дмитриевич

The article attempts to identify strategic and tactical decisions in the field of marketing management in order to form a unique selling proposition for consumers of the XXI century. Research into the theory of generations has made it possible to identify the essential characteristics of new consumer strata. Shortening the life cycle of innovations imposes new restrictions, but also provides new opportunities for the formation of an effective model of interaction «company - consumer».
#1 (91)
Fake news as a tool of social management and an object of application of information security methods

Кондратьев Руслан Ярославович, Миронова Наталия Геннадьевна

in the context of information security, the article considers the social impact of fakes as a tool for shaping public opinion and public behavior. In these circumstances, the tasks of ensuring information and national security, combating fake content, which has considerable negative potential for socio-economic and political destabilization, are relevant.
#4 (90/1)
Using the brand of an educational organization as an economic asset to increase competitiveness in the digital economy

Ханхунова Анна Юрьевна

The article describes the method of using the brand of an educational organization as an economic asset in the digital economy in order to increase its competitiveness.
#6 (78)
Measurement model of the behavior of the Russian and Chinese consumers in the context of the process of making purchasing decisions: cross-cultural dimension

Носкова Елена Викторовна

The article notes that at the present time the role of cross-cultural research is increasing, which is due to the processes of globalization of the world economy and changes in the behavior of consumers of different countries, especially within the framework of the new generational concept. The purpose of this study is to develop a methodology for measuring the behavior of Russian and Chinese consumers in the context of the decision-making process for purchasing (by the example of the smartphone market). Algorithm of consumer behavior research, measuring tools, behavior models of Russian and Chinese consumers are presented in articles. The results of approbation of the proposed methodical approach are presented on the example of behavior of Russian and Chinese consumers in the smartphone market. The results can be used by market operators to manage consumer behavior during the stages of understanding the need, searching for information, evaluating alternatives, buying and post-purchase reaction.
#6 (78)
Internet of Things as a Global Infrastructure for the Information Society

Цветков Виктор Яковлевич

The article describes a new approach to management based on the Internet technology of things .. Paper discloses the content of the principles of such management. The article describes the technical basis of management based on Internet technologies of things. The article reveals the peculiarities of using the Internet technology of things. Paper proves that the technology of control over the Internet of things is a distributed intellectual control technology.
#5 (65)
Analysis of the possibilities of using the principles of behavioral economics to make effective management decisions

Яковлева Елена Андреевна

Article is devoted to the review of some aspects of the heuristics theory and the cognitive distortions which are part of behavioral economy. Article is also describes the most significant behavioral anomalies connected with the restriction of efficiency for the made management decisions and new tools for the analysis of economic decisions are offered. The mechanism of use of the behavioral economy principles for optimization of business solutions is opened.
#11 (59)
The strength of the brand and its measurement (for example, IT-companies)

Казанцев Кирилл Юрьевич

This paper proposes a new approach to measuring brand strength. It is the use of cognitive models presented a directed graph with pulsed process, as one of the possible ways of studying the behavior of complex systems, described by a set of interacting variables. The approach tested in the calculation of force multiplier brand IT-companies and the analysis of its evolution.