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.
Трофименко Елена Юрьевна
In the article the urgency of studying the demand for housing under construction in Chelyabinsk, studied Rosreestra data on quantity of completed contracts for the purchase of property, assess the current state of the real estate market in Chelyabinsk; consumer demand in the property market in Chelyabinsk (size, structure); socio-demographic characteristics of consumers of residential property; consumer preferences when buying a residential property.
Кожуховская Раиса Борисовна
The article defines functions of advertising in tourism and effectiveness of implementation of advertising activity tourism enterprises. Are allocated specific features which related to formation of the tourist product and the main elements necessary for the implementation high–quality of the tourist product on the world market. Investigated factors trends and the constituents that determine the role of tourism in modern society under the conditions global economy.
Research results in the article can be used by as a source of information for the formation of of advertising activity on the market of tourism services.
Асташова Юлия Владимировна
In article relevance of revision of the upper age brackets of a target segment of business in the conditions of population aging is proved. Practice of domestic and foreign business at interaction with consumers of the senior age group is considered. On the basis of allocation of specific characteristics of behavior of elderly consumers by the author the system of requirements is developed, and also the rational compensating model of the behavior, allowing to build effective processes of interaction with elderly consumers is offered and proved.
Ляпина Иннара Рафаильевна
The system of the Russian education is in a stage of structural transformation according to new quality of demand for specialists. In this situation it is necessary to study ways of management of activity of educational institutions in a transition period. Marketing, in our opinion, is one of such ways. Therefore the article is devoted to studying of extent of use of marketing in establishments of secondary professional education (on the example of technical schools of the Oryol region) and to definition of prospects of its further application.
Арженовский Сергей Валентинович, Сунтура Лансин
Article is devoted to the construction of the Russian Internet user profile. Statistical methods of summary, grouping and the graphical representation of information about Internet consumer by socio-demographic characteristics and settlement are used. RLMS at 2005-2012 years are the information base.
Киселева Елена Станиславовна
The paper analyzes the essence of psychological approach application to personal sales in conditions of relationship marketing domination. Defintions of global relationship marketing, marketing of client relations and personal sale are given. New element of marketing system is proposed as well as universal model of competence for personal agents. Technique for psychological image of the client has been developed.
Пудовкина Ольга Евгеньевна
In modern conditions the special importance is gained by information systems in management of the enterprise. The author in the work emphasizes the value and a role of information resources in this activity. The author gives special importance to information systems of marketing.
Багандов Ислам Тимурович, Рощак Дмитрий Александрович
The article deals with the use of internet marketing in general, and tools such as blogging, in particular with a view to establishing a system of customer relationship management: recruitment and retention. The article describes the most effective techniques to enhance the customer base. Common errors and the use of this tool by other companies of small and medium businesses are specified. Particular attention is paid to low-budget methods of "guerrilla" techniques by which these companies can achieve their goals and build an effective marketing strategy.
Потолокова Мария Олеговна
One of the fundamental functions of advertising is economic. From the moment when the company plans and implements launches its advertising campaign, a chain reaction of economic events. In this article we present a scheduling algorithm campaigns entrepreneurial structures.
Шевченко Дмитрий Анатольевич
This paper aims to study the theoretical justification for the means and methods of communication effectiveness of advertising, which are used in research and the real practice of communications companies. In this paper, advertising is seen as part of the communication process.