Contents of N2/2016

all contents

Contents of N2/2016


The role and place of club institutions in the processes of exchange and coordination among firms in the «new economy»
Pleshchenko V.I., Ph.D. in Economics, FSUE «Goznak», Head of department, e-mail:

The development of modern consumer society, the emergence of the “new economy” have initiated the origin of new forms and mechanisms of networking occurs both at the level of the economic agents and individuals. In the context of the “new economy” the development of inter-firm interaction goes on a journey of education club business communities as institutions network coordination. With respect to the individual consumption of clubs to become direct participants in the processes of exchanges, encouraging additional demand for products and services. On the other hand modern clubs contribute to rationalizing consumption and ensure comfortable environment for the workflow.
Keywords:  consumer society, the economic theory of clubs, the “new economy”, the intercompany co-ordination, institutions, networks, business community, business reputation (goodwill).

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The concept of rural areas marketing
Chulkova G.V., Ph.D. in Economics, Assistant Professor of Department of Economics and Production Organization The Federal State Budgetary Educational Institution of Higher Education “Smolensk State Agricultural Academy” Smolensk, Russia, e-mail:

Identified the definition of “marketing of rural territories” on the basis of the transformation of the concepts “marketing” and “rural area”. The most significant elements that characterize the marketing of rural areas. The basic elements of the content marketing of rural areas.
Keywords: marketing of rural areas, the objectives of rural areas marketing, the subject-object relationship marketing, strategies for rural areas marketing.

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4. Semchenkova, S. V. Rural economy: problems of development and of organizational-economic mechanism of their solution [Text] / S. V. Semchenkova // Creative heritage of A. S. Posnikov and modernity: collection of scientific papers. Tr./ FGBOU VPO Smolensk state University. – Smolensk, 2015. – No. 9. p. 141-148.- Bibliogr.: p. 148
5. Semchenkova, S. V., Chulkovа, G. B. Marketing of rural areas in the concept of sustainable development [Text] / S. V. Semchenkova, G. V. Chulkova // Agri-tourism as a tool for sustainable development of rural territories in the regions of Russia and abroad: materials of the international scientific conference. – Volgograd, 2015. – p. 293-300 ISBN 978-5-85536-753-9
6. Chulkovа, G. V. Localization of the territory as an element of the traditional marketing mix and its application for the development of rural tourism [Text] / G. V. Chulkova // Agri-tourism as a tool for sustainable development of rural territories in the regions of Russia and abroad: materials of the international scientific conference. – Volgograd, 2015. – p. 325-330 ISBN 978-5-85536-753-9

The marketing component of the social capital
Korotkovа T.L., Doctor of Economics, Professor, Department of Marketing and Project Management, National Research University of Electronic Technology, e-mail:

At the present stage of marketing development it is particularly complex and pressing issues are mutual understanding and trust, which should be solved in the process of formation, functioning and development of the business. In this connection becomes particularly important application of the concept of social capital in the development of marketing strategies and tactics to implement them.
Keywords: social capital, marketing, the structure of social capital, areas of implementation, synergistic effect.

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The marketing approach to fundraising: theoretical aspect
Korneeva I.E., Research Fellow National Research University Higher School of Economics (Moscow, Russia) Center for Studies of Civil Society and the Not-For-Profit Sector, e-mail:

The article discusses theoretical aspects of marketing approach to fundrasing in nongovernmental organizations. The author analyzes the marketing concept of fundraising, discusses major approaches to its measuring and provides and in-depth account of its major components: collecting information about needs, preferences, motives of donors, distribution of information between employees and departments of an organization, coordinated response initiated on the basis of this information and providing for planning and realization of marketing programs.
Keywords:  nongovernmental nonprofit organizations, nonprofit sector, fundraising, marketing approach, marketing orientation, MARKOR, donor.

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Russian cosmetic market in terms of economic crisis
Seyfullaeva Maisa, Doctor of Economics, Professor of the Department for Marketing Plekhanov Russian University of Economics, e-mail:
Laskina Olga, Head of Trade Marketing Department LLC L’Oréal, LUX division, e-mail:

The article is analyzed the state and actual tendencies of the Russian cosmetic market in economic crisis. Shows the influence of the crisis on the development of the market and the domestic beauty industry in the medium term.
Keywords: russian cosmetics market, imports, exports, import substitution, market forecast, market leaders, economic sanctions, the crisis.

1. "From recession to stabilization and economic growth. Materials V111 international scientific-practical Conference "Modern Economics: concepts and models for innovative development": Plekhanov Russian University of Economics. 2016
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3.  Korolewa  J., Bolotowa S. State Russian cosmetic market: trends and prospects a//Problems of modern economy.-2013.-N 2 (46)-p. 181-184.
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7. Issledovanie: rynok kosmetiki samyy stabilnyy za poslednie 10 let, L'Oreal uverenno lidiruet [Eleltronnyy resurs] // Parfyumerno-kosmeticheskiy portal; Rezhim dostupa - (data obrascheniya 16.02.2016).
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Marketing aspects of phonosemantic sounding influence of goods names on consumers sensory reactions
Zavorokhina N.V., pHD., professor chair of technology of food, The Ural state economic university, e-mail:
Tchugunova O.V., pHD., manager chair of technology of food, The Ural state economic university, e-mail:

Article is devoted to research of influence of sounding of the word on associative sensory subconscious reactions of the consumer. Authors give results of own researches on definition of the mechanism of emergence of visual, acoustical, olfactory associations for words of the having amental image and unknown words. It is revealed that the mechanism of perception of the word (name) and, respectively, sensory associations connected with it whether depend on that language in which this word is told, native is. The hypothesis of direct link between sounding of the name of goods and its associative sensory perception that allows to use this fact in marketing and at advance of goods is considered.
Keywords: sounding, naming, sensory, phonosemantics, goods, marketing.                                                     

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Marketing research and CRM: possibilities of effective coexistence in the organization
Vetrova T.V., senior lecturer, Department of Strategic Marketing, National Research University Higher School of Economics, e-mail:
Dolzhenko R.A., Candidate of Economic Sciences, assistant professor, Department of Strategic Marketing, National Research University Higher School of Economics, e-mail:
Manin A.V., Candidate of Engineering Sciences, assistant professor, Department of Strategic Marketing, National Research University Higher School of Economics, managing partner of GK «Business-Garden», e-mail:

The article examines the nature and components of the customer relationship management (CRM). The preconditions of its occurrence and the typical CRM implementation aims and objectives are highlighted. The operational and analytical CRM component are delineated. The capabilities and limitations of marketing research and CRM as a source of information for making strategic management decisions are compared. The features of marketing research for solving typical CRM tasks are highlighted. It is shown that the key to the formation of high customer loyalty is the effective use of CRM. The possibilities of integration the marketing research and CRM functions in the company are studied. The key responsibilities and competencies required of employees of marketing departments in these conditions are highlighted.
Keywords: marketing, relationship marketing, marketing research, customer relations management.       

1. Golubkova, E.N. Vnedrenie koncepcii CRM na predprijatii / E. N. Golubkova, D. M. Davtjan // Marketing v Rossii i za rubezhom. - 2003. - N3. – S.123-131
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Virality of medical content in social media
Tkhorikov B.A., Head of the Department of Management Organizations of Belgorod State National Research University, PhD in Sociology, Associate Professor, e-mail:

The article presents the results of the original sociological study aimed at determining the optimal content of special medical content for social media, provides an assessment of different types of content virality.
Keywords: content marketing, inbound marketing, virality, medical organizations.

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Market conditions as a line of marketing research
Anokhin E. V., PhD in Economics, Associate Professor at the Chair of Management and Marketing Nizhny Novgorod Branch of Federal State-Financed Educational Institution of Higher Professional Education Moscow State University of Economics, Statistics and Informatics, e-mail:
Anokhin V. A., PhD in Economics, Associate Professor at the Chair of Finance and Credit Lobachevsky State University of Nizhny Novgorod, e-mail:

This paper gives the description of the core of the market, states viewpoints of domestic and foreign scientists on the classification of types of market. The peculiarities of marketing research procedures (methods, principles, customers and research performers) are considered herein. It analyzes the methodology of the market situation survey, the market conjuncture position among other lines of marketing research.
Keywords:  market conditions (conjuncture), market, marketing research, lines of marketing research, factors.

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The marketability of Russian business entities in the sphere of bath-house stoves
Golubeva Mrs. M., Ph.D in Economics, “Management and Marketing” A.P. of FGBOU VPO “Kostroma State university of N.Nekrasov”, е-mail:

In the present article you can find the general results concerning the market positioning of Russian business entities in the sphere of bath-house stoves, the research is done basing the integrated method of the quality and quantity parameters. The integral level of the marketability is determined in respect of the strategic group of the goods’ manufacturers as well as the perspective directions for its increase.
Keywords: marketability, segmentation, strategic group of the business rivals, the competitor map of the market, competitive advantage, the level (degree) of the marketability.

1. Belousova A. N. “The quality of service as the basic criterion for the consumers” text by Mrs. A.Belousova // Samara State Univerisity Vestnik - 2013, No2, page 13-16.
2. Vaisman E.D. “The positioning maps in the strategy of the company development” text/ Mrs. E.Vaisman, Mrs.I.Solovyeva // Marketing. - 2010, No1, page 39-47.
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4. Internet site IP “Kutkin”,  URL: – 05.01.16.
5. Internet site “Pechi “Troyka” LLC.  URL: – 05.01.16.
6. Internet site “Teplodar” LLC.  URL: – 05.01.16.



Customer-oriented marketing (analysis of higher education institutes experience)
Shalyapina M.A., senior lecturer, Kaliningrad state technical university (KGTU), e-mail:

The article presents the results o fauthor desk research of HEI marketing activities and relevant changes to their marketing strategies. Proceeding from this goal, we set the following tasks: to identify modern approaches to the role of marketing in increasing of HEI competitivenesspresented in foreign marketing literature; to summarize current marketing practices of in the EU, the US and Canada.The main results of the study are the generalized experience in HEI developing marketing strategies and identified some trends in educational services online marketing.The findings may be taken into account in the development of HEI online marketing activities, as well as the assessment of their effectiveness.
Keywords:  HEI, marketing, customer-oriented approach, target audience, online marketing, branding, foreign experience.

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9. International Education: A Key Driver of Canada’s Future Prosperity. Advisory Panel on Canada’s International Education Strategy, Foreign Affairs and International Trade Canada, August 2012. p. 45–55.
10. International Trends in Higher Education 2015. University of Oxford International Strategy Office [Electronic resource]. URL: //
11. Kotler P., Fox K. Strategic Marketing for Educational Institutions. – 2 nd Ed. Englewood Cliffs, N.J.: Prentice-Hall, 1995. – P. 11.
12. Kotler P., Karen F. Strategic Marketing for Educational Institutions // Second Edition, Prentice-Hall, Inc., New Jersey, 1995. – Р. 245.
13. Lauer L. Advancing Higher Education in Uncertain Times. Washington, DC: Council for Advancement and Support of Education, 2006.
14. Lynch R., Baines P. Strategy Development in UK Higher Education: Towards Resource-Based Competitive Advantages // Journal of Higher Education and Management. – 2004. – Vol 26. – № 2. – Pp. 171–187.
15. Machado R., Cassim S. Marketing for Entrepreneurs. Juta Academic, 2004. – 224 p.
16. Maringe F., Gibbs P. Marketing Higher Efucation, Theory and Practice, McGraw Hill, England, 2009. – Р. 44.
17. Morrison M. Why Higher Education Needs Marketing More Than Ever. Advertising Age, October 22, 2013 [Electronic resource]. URL:
18. Natale M.S., Doran C. Marketization of Education: An Ethical Dilemma // Journal of Business Ethics. – 2012. – № 105. – P. 187–196.
19. Perkins+Will. Harnessing the Power of the University Brand: Five Steps to an Effective Branded Facility [Electronic resource]. URL:
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MICE as a tool for the promotion of the university on the market of higher education
Spirina N.A., Candidate of Science (Economics), Head of the Educational Marketing Department, Associate Professor, Department of Economic Theory of the Ural Institute of Management – branch of the Russian Academy of National Economy and Public Administration under the President of the Russian Federation,  e-mail:

The article analyzes the prospects for implementation of MICE-activities in the work on promoting higher education. The author examines the business event in MICE-activities system as one of the necessary conditions for increasing the efficiency of internal and external marketing, reviews the MICE-tools for implementation in the university system of communications.
Keywords: MICE, MICE tools, higher education, educational marketing, university image.

1. It’s time for MICE [e-resource] // URL: (access date: 08.02.2016 г.).
2. Aleksadrov S.A. Exhibition marketing - a powerful tool to promote the company in the market  [e-resource] // URL: (access date: 10.02.2016 г.).
3. MICE – is… [e-resource] // URL: (access date: 10.02.2016 г.).
4. World Tourism Organisation, official portal [e-resource] // URL: (access date: 11.02.2016 г.).

Planning service quality in the institutions of culture (Penza town)
Mol'kin A.N., assistant of the Department “Marketing and Economic theory”, Penza state University of architecture and construction, e-mail:
Chernikov M.V., candidate of economic Sciences, associate Professor in the Department of Management, Penza state University of architecture and construction,

Providing quality services cultural institutions have a positive impact, both internal and external factors of its development. Theatres that have established a quality control system can provide better services than those theatres do not have the quality control system.
Keywords: control of services quality, non-profit organization, theatre, culture, resource management.

1. Zhigalov D.V., How to evaluate the performance of "new" budget institutions? // The head of the budget organization. 2011. N 8. S. 10 - 24.
2. Ilyin T.F., The role of the process approach in the management of theaters cultural institutions // The head of an autonomous institution. 2012. N 2. S. 38 - 46.
3. Kartashov N.N., Practical Application AU mechanism on the basis of functional target model management // The head of an autonomous institution. 2012. N 6. P. 34 - 41.
4. Fakhrutdinova A.Z., Assessment of the quality of services in the field of culture: methodology and methods of formation and measurement // Head autonomous institution. 2012. N 4. S. 44 - 53.
5. Reznik S. D. Organizational behavior: Textbook — 2nd ed. Rev. and extra-M.: INFRA-M, 2008. - 430 p.
6. Reznik G.A., Molkin A.N., Market innovation: formation and occurrence conditions// Economics and entrepreneurship. - №1 (54) 2015. p 911-915

The main stakeholders’ strategy as the most effective market coverage strategy (on example of cultural organizations)
Samoilenko G.Y., Postgraduate of the Department for Marketing and Advertising of the OmSU n.a. F.M. Dostoevskiy, e-mail:

The article is actual because marketing management theory doesn’t have practice-relevant strategy that includes more optimal overall market coverage though market segmentation, latent consumers identification taking into account specifics of consumers in cultural sphere, logical making groups of stakeholders in every organization, building strong connection between organization and consumer. Together these components make synergistic effect. It is important strategic advantage of modern relationship marketing.
Keywords:  marketing strategy, the main stakeholders strategy, marketing of culture, market coverage, segmentation, synergetic effect, status in the marketing mix, latent consumers, relationship marketing.

1. Joan Magretta. Kliuchevye idei. Michael Porter. Rukovodstvo po razrabotke strategii [Understanding Michael Porter: The Essential Guide to Competition and Strategy], Moscow, «Mann, Ivanov i Ferber», 2013. (In Russ.).
2. Kotler F. Marketing menedzhment [Marketing. Management], Saint Petersburg, Piter, 2006. (In Russ.).
3. Neil G. Kotler, Philip Kotler, Wendy I. Kotler. Museum marketing and strategy: designing missions, building audiences, generating revenue and resources.  – San Francisco, CA: Jossey-Bass, 2008.
4. Storchevoi M.A. Marketing i torgovlia. Novyi anglo-russkii tolkovyi slovar' [Marketing and Sales. New English-Russian Dictionary], Moscow, Ekonomicheskaia shkola, 2006. (In Russ.).
5. Tulchinskii G. L., Shekova E. L. Menedzhment v sfere kul'tury: Uchebnoe posobie [Management in Cultural Sphere], Saint Petersburg, Izdatel'stvo «Lan'»; Izdatel'stvo «Planeta muzyki», 2009. (In Russ.).
6. Odegov Y.G., Rudenko G.G. Ekonomika truda: uchebnik [Labour Economics], Moscow, Izdatel'stvo Volters Kluver, 2011. (In Russ.).



The Magnitogorsk city’s image in the minds of its inhabitants
Limarev P., PhD economic, associated professor in economics and marketing, Nosov Magnitogorsk State Technical University, e-mail:
Subach I., PhD pedagogic, associated professor in economics and marketing, Nosov Magnitogorsk State Technical University, e-mail:
Limareva Ju., PhD pedagogic, assosiated professor in economics and marketing, Nosov Magnitogorsk State Technical University, e-mail:

The standard of living of the region depends on the attitude of people in the region to their place of residence. If the region is attractive for living in it people, there is a favorable investment climate, there is no demographic problems, an increasing number of enterprises, there is economic growth. The article describes a study that evaluates the attractiveness of the city of Magnitogorsk for its residents.
Keywords:  territorial marketing, marketing research, city’s image, human resources.

1. Aleksandrova M. Analiz meroprijatij po sovershenstvovaniju struktury upravlenija personalom // Economy and Politic. – 2015. – № 2 (5). P. 11-13.
2. Bancheva A. K voprosu o marketingovoj politike predprijatija // Marketing in Russia and Abroad. – 2011. – № 6. – P. 14-23
3. Vizgalov D. Marketing goroda: Prakticheskoe posobie / D.V. Vizgalov. – M.: Fond «City Economy Institute », 2008. – 110 p.
4. Voronin V., Celyh T., Marketing territorii // Eurasian international scientific-analytical journal – 2011. – №4 (40) – P. 25
5. Gladysheva Ja. Ocenka sovremennogo sostojanija processa razvitija i prodvizhenija regionov i gorodov Rossii // Eurasian international scientific-analytical journal – 2014 – №4 (52) – P.15-18
6. Egorova S.I., Zinoveva E.G. Pozitivnyj imidzh organizacii // Magistrates Herald. – 2014. – № 7-2 (34). P. 48-51.
7. Kalieva O. M., Kudrjavceva I. V., Charikova A. A., Issledovanie imidzha goroda Orenburga // Actual problems of the humanities and natural sciences – 2013. – №5 – P. 6-10
8. Majkova S. Imidzh goroda v sisteme territorialnogo marketinga// Marketing. – 2011. – № 4. – P. 56-66
9. Mesсherjakov T. Imidzh goroda kak strategicheskij faktor effektivnogo marketinga territorij // Eurasian international scientific-analytical journal – 2009 – №2 (30) – S. 21-24
10. Morozova T. Imidzh goroda kak osnova ego prodvizhenija // Adygea State Univercity Herald – 2010 – № 1 – S.6
11. Pankruhin A. Marketing territorij: Uchebnoe posobie / A.P. Pankruhin. – 2-e izd., dop. – SPb.: Piter, 2006. – 416 p.
12. Administracija goroda Magnitogorska.
13. Anketa. Issledovanie imidzha g. Permi.



Transformation of interactions with consumers in conditions of business development
Zerkaliy N.G., Candidate of economic sciences, Senior Lecturer, Department of Strategic Marketing, Omsk F.M. Dostoevsky State University, e-mail:

The brisk growth of Internet network has resulted not only in the uprise of Internet-business, but also in fundamental changes in manners and matters of interactions with consumers and companies. Evolution of Internet and thereto related transformation of interactions of business and consumers is considered in the article, upcoming trends of building of such relations were emphasized.
Keywords: Internet business, Internet marketing, marketing of interrelations.

1. Brodovskaja E.V., Shumilova O.E. Results of research «Internet in Russia: Russian users and non-users: correlation and basic aspects». [Electronic resource]. Access:
2. Vertajm K. Digital marketing: how to increase sales with social networks, blogs, wiki-resources, cell phones and other modern technologies. – M.: Al'pina Pablisherz, 2010. – 377 p.
3. Ignat'eva Je. A., Sofronova N. V. Psychological features of people interactions in information-oriented society. – M: «Sputnik+», 2014. – 158 p.
4. Kozhushko O. A. Internet marketing and digital strategies. Principles of effective use / O. A. Kozhushko, I. Churkin, A. Ageev etc. – Novosibirsk: RIC NGU, 2015. – 327 p.
5. Kotler P., Kartajaya H., Setiawan I. Marketing 3.0: From Products to Customers to the Human Spirit. – M.: Jeksmo, 2011. – 240 p.
6. Results of research «Internet activity of Russians». [Electronic resource]. Access:
7. Results of research on benefits and drawbacks of Internet and aspects of it’s usage.  [Electronic resource]. Access:
8. Rublevskaja Ju.V., Popov E.V., Modelling of business in Internet-media // Marketing in Russia and abroad, 2001. № 2. [Electronic resource]. Access:
9. Shiljaeva I. F. Integrative approach to human psychology and social interactions of people // proceedings of distant Research-to-Practice Conference «Integrative approach to human psychology and social interactions of people». – M.: NIIRRR, 2011. – P. 92-94.



Russian Consumer 2000–2015
Demidov Alexander, Managing director, GfK Russia



List of marketing and advertising thesises, defended in 2015 (second half-year)

Limarev P., PhD economy, associate professor in economics and marketing, Nosov Magnitogorsk State Technical University, e-mail:

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