Contents of N2/2018

all contents

Contents of N2/2018

MARKETING THEORY AND METHODOLOGY

Applying digital technology in marketing
Golubkov E.P., Honored Science Worker of Russia, doctor of economics, professor, chief of chair “Entrepreneurship & Management”, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation, e–mail: red@dis.ru

In the article considers peculiarities of digital technologies application in marketing, distinctions digital marketing from Internet marketing and mobile marketing. Characterizes the channels of digital marketing. Formulated the recommendation to marketers for applying digital marketing. The most effect is possible to get when we use several digital channels offline and online at one time.
Keywords: digital marketing, internet–marketing, mobile marketing, channel of digital marketing, technology of digital marketing, social nets, marketers, consumers.

Sources
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2. Internet–marketing i digital–strategii. Principy yffektivnogo ispol'zovanij. Uchebnoe posobie. – Novosibirsk: OOO «DOM MIRA», 2015.
3. Neretina  E.A. Transformacionnye izmenenij mesta i roli marketinga v uslovijh globalizacii i industrial'noi revolyucii 4.0 // Marketing v Rossii i za rubezhom. – 2017. – 6 – S. 3 – 8.
4. Po kostochkam in–scale.ru›Blog o marketinge›Digital marketing (data obrashenij 1. 12.2017).
5. Sut' cifrovogo marketinga zhazhda.biz›Baza znanii›cifrovoj–marketing (data obrashenij 12.2017).
6. Bluetooth — tehnologij besprovodnoi peredachi dannyh. biograf.academic.ru›dic.nsf/ruwiki/660290 (data obrashenij 8.11.2017),
7. Brinkley, Claire. Digital marketing is growing in Australia, but so is the skills gap. Econsultancy (18 oktjbrj 2012) (data obrashenij 11.12.2017).
8. Kates, Matthew. Making digital and traditional marketing work together. Econsultancy (17 aprelj 2013) (data obrashenij 11.12.2017).
9. Worldwide Ad Growth Buoyed by Digital, Mobile Adoption. eMarketer? (data obrashenij 12.12.2017).
10. biograf.academic.ru›dic.nsf/ruwiki/660290 (data obrashenij 8.11.2017).
11. bizcase–lab.ru›blog/mobilnyj–marketing–zachem–on… (data  obrashenij 8.12.2017).
12. digital%20marketing%20v%20biznese_%2013%20kanalov%20prodvizhenij.html (data  obrashenij 8.12.2017).
13. corp.mail.ru/media/files/ issledovanie–auditorij–sotcialnykh–setej.pdf (data  obrashenij 6.12.2017).
14. podrobnosti.ua/2171033–chto–takoe–digital–marketing.html (data obrashenij 12.2017).
15. kakzarabativat.ru›Digital–marketing   (data obrashenij 1.12.2017).
16. management.com.ua›marketing/mark225.html (data obrashenij 12.2017).
17. targetsms.ru›Blog›…–mobilnogo–marketinga  (data  obrashenij 8.12.2017).

Marketing of ecosystems
Sekerin V.D., Dr.Sc., professor, head of «Economics and organization» department, Moscow Polytechnic University, e–mail: bcintermarket@yandex.ru
Gorlevskaya L.E., Ph.D. in Economics, associated professor of «Economics and organization» department, Moscow Polytechnic University, e–mail: ludmila.gorlevskaya@yandex.ru

The article considers economic ecosystems. Definition of marketing of ecosystems is proposed and disclosed. Effective operations of ecosystems facilitates the creation of values together with consumers and other stakeholders, allows to work faster, at lower costs, risk sharing, and make well–founded decisions in real time.
Keywords: marketing of ecosystem, business ecosystems, marketing directions. big data, customer engagement.

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On the question of forms of social–important marketing alliances
Khmelkova N.V., doctor of economic sciences, the assistant professor, the head of economics and informatization department Art Liberal University, Yekaterinburg, Russia, e–mail: Umnichka–72@mail.ru
Kushnareva A.A., the senior lecturer of economics and informatization department, Art Liberal University, Yekaterinburg, Russia, e–mail: kushnaryova.alla@yandex.ru

In the paper the original typology of forms social–important marketing alliances is proposed. Accounting of trend for the integration of CSR in the marketing activities of companies distinguish it. The methodology is socially ethical marketing. The theoretical model is the marketing–mix. The author’s typology promotes the development of theoretical notions about cause related marketing alliances as a partnership between business and the non–profit sector of the economy, aimed at achieving marketing and social effect from the joint efforts of both sides.
Keywords: marketing alliances, socially ethical marketing, corporative social responsibility, nonprofit organization, nonprofit sector, marketing–mix, cross–marketing, dual branding, co–branding.

Sources
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MARKETING TOOLS

Research of consumers behavior for E–commerce
Nazarova A.V., Postgraduate, Graduate School of Economics and Management Federal State Autonomous Educational Institution of Higher Education «Ural Federal University named after the first President of Russia B.N.Yeltsin» Academic Department of Economics and Organisation of Machine–Building Enterprises Russian Federation, Yekaterinburg, e–mail: av.nazarova13@gmail.com
Obukhov O.V., Docent, PhD, Federal State Autonomous Educational Institution of Higher Education «Ural Federal University named after the first President of Russia B.N.Yeltsin» Academic Department of Economics and Organisation of Machine–Building Enterprises Russian Federation, Yekaterinburg, e–mail: Obukhov.o.v@urfu.ru

This paper presents an in–depth study of consumers in electronic commerce. The aim of the study is to develop the understanding of what factors affect buying online. The empirical data was collected. Factors that influence intention to purchase from a particular  Internet seller were highlighted. A new model was proposed. The mutual influence of these factors and their influence on the final decision–making was shown.
Keywords: e–commerce, e–shopping, consumer behavior, purchasing decision.

Sources
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2. Hawkins D.I., Best R.J., Coney K.A.  Consumer behavior // Implications for marketing strategy. – 2010. – . 5.
3. Pokupateli v internete: kto oni I kakovi ih potrebitelskie privichki [Electronniy resourse] /  Google Inc. Electronn. tekstovie dan. [b.i.], 2017. – Rezim dostupa:  thinkwithgoogle.com/intl/ru–ru/research–study/pokupateli–odezhdy–v–internete–kto–oni–i–kakovy–ikh–potrebitelskie–privychki/
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Correspondence of individual brand characteristics and the owner’s personal brand as a factor of improving efficiency of the company marketing activities
Magsumova A.V., MSc Marketing, National Research University Higher School of Economics Perm branch, e–mail: magsoumova@mail.ru
Sazhina A.I., National Research University Higher School of Economics Perm branch, Senior Lecturer at Management Department, e–mail: alexandra.perm@gmail.com

The article presents a study aimed at investigating the degree of compliance of individual characteristics of a brand and individual characteristics of the owner of a brand on the example of the of beauty salon market.
Keywords: Brand, personal branding, beauty salon market.

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DISTRIBUTION CHANNELS

Analysis of factors impact on creation and development of balanced brand portfolio in trade networks
Kazakova N.., Doctor of Economic Science, Professor, Head of the Center for financial studies, Plekhanov Russian University of Economics, Moscow, Russia, e–mail: axd_audit@mail.ru
Shituev S.S., Postgraduate student of financial management department, Plekhanov Russian University of Economics, Moscow, Russia, e–mail: 4514972@mail.ru

The social and economic factors impact on development of brand policy, business turnover and structure of sales in the trade networks. The authors of this article collect these social & economic factors in the system, analyze them and set the certain criteria for development and optimization of brand portfolio in the trade networks. In current research authors specify the definition of brand portfolio and approaches of it development, suggest hierarchical model of brand portfolio key performance indicators which depend on  their role in business planning. The article describes methodology of creation and optimization of brand policy which used as a tool for conducting effective marketing policy in the trade networks.
Keywords: brand portfolio, brand policy, analysis, social & economic factors, optimization, development.

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MARKETING COMMUNICATIONS

Situational marketing as a creative tool of marketing communications
Ponomareva A.M., Doctor of Economics, Associate Professor, Professor of the Marketing and Advertising Department Rostov State University of Economics (RINH), e–mail: alexandra22003@rambler.ru
Ponomarev A.I., Doctor of Economics, Professor, Head of the Taxation and Accounting Department the Russian Academy of National Economy and Public Service under the President of the Russian Federation, e–mail: ponomarev@uriu.ranepa.ru

The article represents situational marketing as one of the newest marketing communications` tools. Situational marketing refers to innovative and creative tools of communication marketing. The types of situational marketing are distinguished. The authors` classification for initiation groups is developed, that can be useful for the practical aspect of marketing communications planning. The functions of situational marketing in practical aspect are described.. Systematized indicators of situational marketing should become part of the system for assessing the effectiveness of promotion. The authors evaluate situational marketing as an effective tool for brand promotion, which currently participates in various markets actively.
Keywords: situational marketing, marketing communications, creative, meme.

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The characteristics and the gates of the omnichannel consumer
Kozlova O.A., Dr Sc., Professor of the Department of Management and Commerce of Nizhnevartovsk state University, e–mail: sibomsk@mail.ru
Sukhostav E.V., applicant, Omsk state University. F.M. Dostoevsky, e–mail: liza.2189@mail.ru

The phenomenon of omnichannel consumer considers as a result of the development of new complicated market environment, which in turn is influenced both by the actions of the potential buyer and forces you to upgrade the activities of the companies. The purpose of this article is consideration of theoretical approaches to the study of the characteristics, habits, environmental behavior, preferences and expectations of the omnichannel consumer. The article discusses the concept of “omnichannel consumer” and “gates of the consumer”, the latter of which the authors highlighted as an important direction for the improvement of the marketing activities of organizations.
Keywords:  online sales, omnichannel marketing, omnichannel consumer, consumer’s behavior, gates of the consumer.

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Creativity in advertising as a way to overcome clatterisation to increase of advertising communication efficiency
Ivanova V.A., candidate of economic Sciences, docent, The Russian Presidential Academy of National Economy and Public Administration (Faculty of Economic and Social Sciences), Department of management and entrepreneurship, e–mail: briard.victoria@gmail.com

The article analyzes the usage of the creative approach to advertising as a way of overcoming the problem of clatterisation. The article describes the features of the interaction of the advertising message and the addressee of advertising. The text considers the ways of increasing the effectiveness of such interaction. The article describes the questions of the psychology of attention, much attention is paid to the methods of attracting passive (involuntary) attention to the advertising message and holding the attention. It also describes a research conducted by the author who used the modified techniques InTeleTest during the experiment.
Keywords: advertising, marketing, psychology of advertising, clatterisation, advertising noise, passive attention, advertising communication, penetration ability, creative approach, target audience.

Sources
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Promotion of children's publishers production in the social network «VKontakte»
Laricheva E.A., Candidate of economic Sciences, associate Professor of Economics and management of Bryansk state technical University (BSTU), e–mail: Helenette@yandex.ru

Considers ways to promote the products of publishers of children’s and adolescent literature “Rosman” the social network “VKontakte”, summarized the basic steps for interaction with a teen audience, highlighted the effects of marketing activities.
Keywords: social media marketing, promotion, publisher, publishing children’s and teen literature, marketing interactions, support of the brand.

Sources
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Virtual reality as a new marketing tool
Panova E.A., Ph.D., senior lecturer of marketing department in Plekhanov University, e–mail: E.a.panova@mail.ru

The article discusses about virtual reality. As a new tool to attract consumers. Specific examples of application of this technology in marketing are given and advantages of attraction with the help of this tool are described. In addition, it shows how the use of virtual reality in marketing increases the demand for virtual reality glasses as a commodity.
Keywords:  virtual reality, marketing, marketing communications, innovation, goods, consumers, manufacturers, demand trends.

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COMPETITIVENESS

Strategic positioning in the brands competition
Vasileva Y.S., Ph. D. of economic, associate Professor of Management and commercialization of intellectual property, head of the graduate school and the doctoral, Russian state Academy of intellectual property, Moscow, e–mail: yulya_v_s@mail.ru

The article talks about strategic positioning of companies. Brand is essential in positioning on the market. The attitude of the consumers, the company's position in the market relative to competitors depends on the effectiveness of positioning strategies of the brand. Comparative advertising is the most effective tool of brand competition, which has limitations of its application in practice. Example of the use of comparative advertising in the positioning of the brand “TELE2”. Recommendations for improving the positioning of Russian companies in the competition of brands.
Keywords: strategy, positioning, brand, competition, comparative advertising.

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MARKETING FOR NON–PRODUCTIVE SPHERE

On the application of marketing concepts in the banking sector
Anokhin E.V., PhD in Economics, Associate Professor, 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. Business address: 2A, Komarov St., N. Novgorod, 603029, Russia, e–mail: avafin@mail.ru
Anokhin V.A., PhD in Economics, Associate Professor, Associate Professor at the Chair of Finance and Credit, Lobachevsky State University of Nizhny Novgorod. Business address: 23, Gagarin Av., N. Novgorod, 603950, Russia, e–mail: avafin@mail.ru

This article deals with the analysis of the bank marketing management procedure. Potentialities and risks of its implementation are considered herein. It is concluded that the banking sector of the Russian Federation currently uses any way all the basic concepts of marketing. In particular, the concept of sales is widely used in the field of lending, the concept of traditional marketing is applied when determining the line of individuals’ deposits and the concept of marketing interaction is quite useful when issuing and servicing plastic cards. They may also be considered as strategies combined by banks as required by the lines of their activities.
Keywords: marketing, bank, segmentation, bank product, marketing concepts, advertising, marketing strategies.

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