Contents of N3/2019

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Contents of N3/2019


Applying WEB-analytics in marketing
Shkarovskiy S.I., Candidate of Economic Sciences, associate professor, associate professor of Marketing department, State University of Management, e-mail:

In this article problems of WEB-analytics tools using are considering. These instruments are connected with conducting of marketing researches on commercial enterprise activities in virtual space. In particular, process of information collecting, analysis, representation and interpretation on website visitors is analyzed. The aim of this process is to improve and optimize websites. Examples of operating firms websites analyses are given. Recommendations on improvement of their business activities by means of Internet marketing tools are made.
Keywords: marketing, WEB- analytics , usability, log analyzers, benchmarking, Yandex. Metrics, Google Analytics.

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2. Benchmarking [Elektronnyi resurs]. URL: (data obrashcheniia: 06.01.2019).
3. Benchmarking [Elektronnyi resurs]. URL: (data obrashcheniia: 06.01.2019).
4. Analiz iuzabiliti [Elektronnyi resurs]. URL: (data obrashcheniia: 08.01.2019).
5. Analizator saita [Elektronnyi resurs]. URL: (data obrashcheniia: 08.01.2019).
6. Analizator saita [Elektronnyi resurs]. URL: (data obrashcheniia: 09.01.2019).
7. Analiz poseshcheniia saitov [Elektronnyi resurs]. URL: (data obrashcheniia: 09.01.2019).
8. Auditoriia saita [Elektronnyi resurs]. URL: (data obrashcheniia: 10.01.2019).
9. Besplatnyi servis web-analitiki Google.Analytics [Elektronnyi resurs]. URL: (data obrashcheniia: 11.01.2019).
10. Besplatnyi servis web-analitiki «Iandeks.Metrika» [Elektronnyi resurs]. URL: (data obrashcheniia: 12.01.2019).

Neuromarketing: methodical bases and practical directions of application in business
Kerzina Е.А., Associate Professor of Marketing Department, Head of Retail-marketing and Research of Consumer Behavior Laboratory, Perm State University, e-mail:

Neuromarketing research abroad is no longer just a fashion trend, but an object of ethical and methodological discussions. In Russia, this research area is presented in several ways: on the one hand, it is basic research in the field of neuroeconomics, on the other –periodic flashes of applied neuromarketing research (in declarative and real forms). This article consolidates foreign approaches to the definitions, tools and areas of neuromarketing, and also presents the results of the author’s Russian tests at a specific scientific level with methodological approaches to extracting and analyzing data obtained from neuromarketing research.
Keywords: neuromarketing, emotional states, consumer behavior, reaction, neuroimaging, express analysis, advertising.

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The role of gamification in managing the involvement of consumers of generations “Y” and “Z”
Tatarinov K.A., Candidate of Economics, Associate Professor, Department of Management, Marketing and Service, Baikal State University, 664003, Russia, Irkutsk, street Lenina 11,

Gamification is one of the most fashionable marketing methods in the world, which is used by large corporations and the most famous brands, and for good reason – it turns out that it gives surprisingly good results. The purpose of the article is to tell about the rules of gamification and how to apply them in practice. The article will be useful for those who are looking for a way to revive their own business and would like to look at potential customers from a new point of view. The author concentrates, in accordance with his professional interests, on the use of games in marketing activities.
Keywords: gamification, marketing games, computer games, generation “Y”, generation “Z”, game dynamics, game aesthetics, brand, advertising company, emotions, social networks, game system, conflict, internet, points, game levels, players rating.

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Site as a key tool of company image
Antineeskul E.A., Candidate of Economic Sciences, Associate Professor, Department of Marketing, «Perm State National Research University», e-mail:
Yuzhakova A.S., student areas of trade Faculty of Economics, «Perm State National Research University», e-mail:

This article discusses the main trends and trends in the development of site styling, the leading trends in mobile UI design, and the main SEO forecasts for 2018. Based on this, the authors present the results of research sites, both in Russia and abroad in order to test the hypothesis that their modern design promotes the growth of conversion. Were taken as a basis for the sites of manufacturers of wooden toys, as this market is currently developing rapidly.
Keywords: website styling, SEO optimization, trend, expert assessment.

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3. Mobilnyi UX-dizain v 2018 godu: tendentsii i prognozy [Elektronnyi resurs]. URL: (data obrashcheniia: 12.10.2018).
4. 9 trendov mobail-dizaina na 2018 god [Elektronnyi resurs]. URL: (data obrashcheniia: 14.10.2018).
5. Sait proizvoditelia dereviannykh igrushek «Tsaritsynskaia igrushka» [Elektronnyi resurs]. URL: (data obrashcheniia: 03.09.2018).
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8. Sait proizvoditelia dereviannykh igrushek «Lesnushki» [Elektronnyi resurs]. URL: (data obrashcheniia: 03.09.2018).
9. Sait proizvoditelia dereviannykh igrushek Beleduc [Elektronnyi resurs]. URL: (data obrashcheniia: 04.09.2018).
10. Sait proizvoditelia dereviannykh igrushek Plan Toys [Elektronnyi resurs]. URL: (data obrashcheniia: 02.09.2018).
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13. Sait proizvoditelia dereviannykh igrushek ABAfactory [Elektronnyi resurs]. URL: (data obrashcheniia: 04.09.2018).
14. Sait proizvoditelia dereviannykh igrushek «Fabrika detskoi igrushki» [Elektronnyi resurs] URL: fabrikaigrushki.rf (data obrashcheniia: 06.10.2018).
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19. Sait proizvoditelia dereviannykh igrushek Un Monde De Bois [Elektronnyi resurs]. URL: (data obrashcheniia: 03.09.2018).
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22. Sait proizvoditelia dereviannykh igrushek GENIL GREATION [Elektronnyi resurs]. URL: (data obrashcheniia: 02.09.2018).
23. Sait proizvoditelia dereviannykh igrushek GoGo Toys [Elektronnyi resurs]. URL: (data obrashcheniia: 02.09.2018).
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Research of consumers' attitude to the practice of using multilevel marketing elements by Russian companies
Artyushina E.V., candidate of economic sciences, assistant professor, National Research University Higher School of Economics (HSE), Nizhniy Novgorod, e-mail:

The article contains the results of a study of identification the consumer’s attitude to the practice of using the elements of multilevel marketing by companies. In the article attitude is considered as a set of values and beliefs associated with a particular subject. The assessment of Russian consumer knowledge about the concept of multilevel marketing is carried out. The rating of importance of compensation receiving by customer is defined and the degree of consumers satisfaction with the received compensation is calculated. The consumer emotional reaction to the practice of using the elements of multilevel marketing by organizations is estimated. The results of the study may be used by Russian companies in their activities.
Keywords: attitude, multilevel marketing, marketing research.

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Development of innovative sales channels of commercial medical insurance in China
Nemtseva Yu.V., PhD in Economics, Assistant Professor of the Corporate Management and Finance Department Novosibirsk state University of Economics and Management, Russia, Novosibirsk, e-mail:
Tszyan’ Vansin’, 2nd year master student Novosibirsk state University of Economics and Management, Russia, Novosibirsk, e-mail:

The paper deals with the problems of promoting the product of commercial health insurance in the context of the processes taking place in the health insurance market of China. The advantages and disadvantages of direct and indirect sales channels of the insurance product of commercial health insurance are shown. Some proposed directions for the development of intermediary sales channels, taking account of the factors that contribute to the uniqueness of the product commercial health insurance.
Keywords: China insurance industry, commercial health insurance products, sales channels.      

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Features of online brand promotion on B2B market
Orlova M.V., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail:
Aimaletdinova A.M., graduate student of High School of Marketing of the State University of management, Moscow, Russia, e-mail:

The relevance of the topic is due to the intensive development of small business, the turbulence of the competitive environment, and the accelerated development of Internet promotion tools. The article describes the features of the B2B market from the point of view of marketing management, Internet marketing tools, a characteristic is given to each tool. The purpose of the article is to systematize the separate scientific and practical studies of foreign and Russian authors in this field. The practical significance lies in the development of the author’s model for the selection of brand promotion tools in the B2B market and practical recommendations for its application.
Keywords: B2B market, brand promotion tools, small business, model of promotion tool selection.

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Newspaper advertising as a means of consumption culture formation in Russian province at the beginning of the XXth century
Leontyeva E.Yu., Volgograd State Technical University, Russian Federation Dr (Philosophy), Professor, Head of philosophy and low department 400131, Volgograd, Lenina Av. 28, е-mail:
Leontyev A.N., Volgograd State Technical University, Russian Federation PhD (Philosophy), Associate Professor, 400131, Volgograd, Lenina Av. 28, е-mail:
Zakharov A.V., Volgograd State Technical University, Russian Federation PhD (Philosophy), Associate Professor, 400131, Volgograd, Lenina Av. 28, е-mail:

Advertising is simultaneously a stable and a changeable element of marketing. Advertising studies allow to trace transformations of the everyday life and formation of consumption culture. The paper analyses a content of advertisements in Tsaritsyn’s dailies at the beginning of the First World War. (The town was renamed as Stalingrad in 1925, and Volgograd in 1961). Advertising quickly adjusted to the changing socio-economic environment, but retained its stability and conservatism. However, a quantity of commercial advertisements reduced, social and entertainments advertisings having become less frivolous, acquiring stark features of stiff patriotism.
Keywords: advertising, provincial newspaper, formation of consumption culture, Tsaritsyn.

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Personality brand in the promotion system
Polusmakova N.S., Ph.D. in Economics, Associate Professor Volgograd State University, e-mail:
Kostina A.O., Student of the Department Marketing, Volgograd State University, e-mail:

The issues of creating a positive public image are becoming particularly relevant now. A strong personal brand manager can be effective means for hardening of the company's position in its sector. This article is dedicated to solving this problem.
Keywords: personality brand; mechanism of personal brand formation; benefits of brand identity.

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2. Dmitrieva L.M. Brend v sovremennoi kulture: monografiia. – M.: Magistr, 2015. – S. 200.
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Features of the personal brand formation in the gaming community
Mushketova N.S., Doctor of Economics, Professor, Department of Marketing, Volgograd State University, е-mail:
Leonenko V.S., master’s student of the Institute of Management and Regional Economics (42.04.01 “Advertising and Public Relations”) Volgograd State University, е-mail:

For last 20 years gaming computer industry has created a huge community around itself, that have distinctive features and representatives from different groups of these community. As in any major entertainment sphere, gaming community have its own success personal brands. The article describes main groups that forms gaming community, their features and subspecies, also was searched factors that forms personal brand for all of these groups and subspecies.
Keywords: personal brand, gaming community, esport, video blogger, streamer.

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Improvement of marketing activities of the services enterprises
Malyshev A.A., Ph.D., Associate Professor of the Department “Marketing and Economic Theory” of the Penza State University of Architecture and Construction, e-mail:
Khazova Ya.S., student of Penza State University of Architecture and Construction, e-mail:

The article is devoted to the improvement of marketing activities of the service sector enterprise on the example of PE “ Dvoryankina I.K.”(a network of beauty salons” Lady “and a shop of professional cosmetics “Creative”). In it research of consumer preferences in the sphere of beauty and health; an assessment of level of recognition of beauty salons “Lady” and the shop “Creative” in Penza; identification of level of satisfaction with goods and services of PE “Dvoryankina I.K.” among end consumers, and also an assessment of efficiency of marketing activity of the company on the basis of answers of consumers is carried out. In accordance with the results of the study, a set of recommendations in the form of marketing activities aimed at improving the marketing activities of PE “Dvoryankina I.K.” is proposed.
Keywords: marketing of services, improvement of marketing activities, social media marketing.

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Habitus as a base for a place identity
Komarov M.A., postgraduate student, Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, e-mail:

The article discusses the usage of place identity in territorial branding. The paper describes the process of forming place identity using the concept sense of place. Particular attention is paid to the study of habitus, its main components and characteristics. The practical application of the concept of sense of place is considered in the paper, algorithms for studying habitus are highlighted and the examples of usage of the concept in place branding are provided.
Keywords: Identity, place branding, habitus, sense of place.

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Analysis of information technology market: trends and problems
Danchikov E.A., kand. econ. sciences, The Head of the basis Department financial control, analysis and audit Main control Department of the city of Moscow, Plekhanov Russian University of Economics 117997, Moscow, Stremyanny lane, 36, e-mail:
Dontsova L.V., doctor of Economics, Professor of the Department of the basic Department of financial control, analysis and audit Main control Department of the city of Moscow, Plekhanov Russian University of Economics, e-mail:
Bezdel Z.V., post-graduate student of the basic Department of financial control, analysis and audit Main control Department of the city of Moscow, Plekhanov Russian University of Economics, e-mail:

This article presents the main trends of the global and Russian IT markets in the interconnection. The authors analyze the dynamics of growth and sales in the global IT market in recent years. Оn this basis, the key trends and problems of the development of  IT technologies in Russia and the world are articulated. In particular, special attention is paid to the prospects for the development of information technologies by segments and branches in the domestic IT sphere, the main consumers of IT services in Russia were highlighted. The article provides a forecast of the further interaction of global and domestic trends in the IT sector.
Keywords: information technologies, current trends and problems, global IT processes, Russian IT market features.

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