Contents of N3/2020

all contents

Contents of N3/2020


Ranking of trade show value parameters from the points of Russian exhibitors
Simonov K.V., Cand. Sci. (Econ.), МВА, associate professor of Department of Marketing of Faculty of Economics of Lomonosov Moscow State University, e-mail:
Bychkov I.G., Cand. Sci. (Econ.), Associate Professor of Department of service, exhibitions and congress business Faculty of Service, Tourism and Hospitality of Saint-Petersburg State University of Economics, e-mail:

The research is aimed at the quantitative study of trade shows value metrics from the point of view of Russian exhibitors. The sources of empirical data were face-to-face interviews of HIPPOSPHERE International trade show participants, held in 2019 in CEC EXPOFORUM (St. Petersburg). The toolkit for empirical data processing was Saaty analytic hierarchy process. The target factor located at the highest level of the hierarchy built by researchers was “ensuring value of trade show for exhibitors”. The study results are designed to focus the attention of business, government and public structures related to trade shows management on the areas where they should act first of all and where to invest resources to create the most successful value proposition for exhibitors and thereby achieve their maximum satisfaction and loyalty.
Keywords:  trade show, exhibitor, value proposition, analytic hierarchy process.

1. Global Economic Impact of Exhibitions. – 2019. – 36 p. // UFI: ofitsialnyi sait [Elektronnyi resurs]. URL: (data obrashcheniia: 09.03.2020).
2. UFI & Explori – Global Exhibitor Insights. 2017 // UFI: ofitsialnyi sait [Elektronnyi resurs]. URL: (data obrashcheniia: 09.03.2020).
3. Kirchgeorg M., Springer C., Kastner E. Objectives for successfully participating in trade shows // Journal of Business & Industrial Marketing. – 2010. – No. 25 (1). – Pp. 63–72.
4. Lee M.J., Seo J.M. & Yeung S. Comparing the Motives for Exhibition Participation: Visitors’ versus Exhibitors’ Perspectives // International Journal of Tourism Sciences. – 2012. – No. 12 (3). – Pp. 1–19.
5. Menon S., Edward M. Exhibitors and visitors' motivations at destination trade shows // International Journal of Services, Economics and Management. – 2014. – No. 6 (2). – Pp. 193–208.
6. Alberca-Oliver P., Rodríguez-Oromendía A., Parte-Esteban L. Measuring the Efficiency of Trade Shows: A Spanish Case Study // Tourism Management. – 2015. – No. 47. – Pp. 127–137.
7. Lee M.J., Yeung S. & Dewald B. An Exploratory Study Examining the Determinants of Attendance Motivations as Perceived by Attendees at Hong Kong Exhibitions // Journal of Convention & Event Tourism. – 2010. – No. 11 (3). – Pp. 195–208.
8. Zhang L., Qu H. & Ma J. Examining the Relationship of Exhibition Attendees’ Satisfaction and Expenditure: The Case of Two Major Exhibitions in China // Journal of Convention & Event Tourism. – 2010. – No. 11 (2). – Pp. 100–118.
9. Saati T. Priniatie reshenii. Metod analiza ierarkhii / per. s angl. R.G. Vachnadze. – M.: Radio i sviaz, 1993. – 278 s.
10. Mezhdunarodnaia vystavka «Ipposfera-2019» // EkspoForum: ofitsialnyi sait [Elektronnyi resurs]. URL: (data obrashcheniia: 09.03.2020).
11. Chin-Tsai Lin & Chiu Wen Lin. Exhibitor Perspectives of Exhibition Service Quality // Journal of Convention & Event Tourism. – 2013. – No. 14 (4). – Pp. 293–308.

Messengers as an element of the company’s digital ecosystem
Orlova M.V., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail:
Kvashina M.I., student, State University of Management, Moscow, Russia, e-mail:
Fadeev D.A., student, State University of Management, Moscow, Russia, e-mail:

The purpose of this article is to consider the advantages of messengers and sales tunnels through messengers in comparison with other digital business communication tools. The study revealed the impact of messengers on social and economic relations, and presented a model of the archetype of the sales tunnel, which defines the functionality of WhatsApp and Telegram as business tools.
Keywords:  messengers, sales tunnels, digital marketing tools, chatbots, business communication, digital ecosystem of the company.

1.  Golovko A.S. Messendzhery kak instrument relationship marketing v prodvizhenii sportivnogo kluba // Integrirovannye kommunikatsii v sporte i turizme: obrazovanie,  tendentsii, mezhdunarodnyi opyt. – 2017. – T. 1. – № 1–1. – S. 72–75.
2. Zozulia D.M. Tsifrovizatsiia rossiiskoi ekonomiki i Industriia 4.0: vyzovy i perspektivy // Voprosy innovatsionnoi ekonomiki. – 2018. – № 1. – S. 1–14.
3.  Pasko O.V., Evdokimova D.V. Perspektivy internet-marketinga v sotsialnykh setiakh // Industriia turizma: vozmozhnosti, prioritety, problemy i perspektivy. – 2018. – T. 12. – № 1. – S. 266–271.
4. Stefanova N.A., Kuvanova T.S. Internet kak servisnaia ploshchadka//Aktualnye voprosy sovremennoi ekonomiki. – 2017. – № 4. – S. 44.
5. Stefanova N.A., Shmatok K.O. Messendzhery kak tsifrovoi biznes-instrument // Karelskii nauchnyi zhurnal. – 2018. – T. 7. – № 2 (23). – S. 127–129.
6. Kraeva A. Messendzhery – chto eto takoe? Spisok samykh populiarnykh. Kakoi messendzher luchshe? Kakoi vybrat? ot 17 oktiabria 2017 g. [Elektronnyi resurs]. URL: (data obrashcheniia: 16.01.2020).
7. Kodachigo V. Samye populiarnye v Rossii messendzhery [Elektronnyi resurs]. URL: (data obrashcheniia: 15.01.2020).


FMCG's transnational trade policy in the face of the digitization of the global economy
Seyfullayeva M.E., Doctor of Economics, Professor, Professor of the basic department of trade policy of the Plekhanov Russian Economics University, e-mail:

The article defines the concept of “digital economy”, analyzes the pace of its development, highlights changes in global competition due to the growing digitalization of the world economy. Specific examples examine changes in TNC trade policy caused by the need to respond to the digital transformation of the economy, and highlight new approaches of multinational companies in the technologies of sales of fast-food goods, due to the need to adapt to current market conditions.
Keywords: digitization of the global economy, transnational companies, external challenges caused by the growing digital transformation, changes in TNC trade policy, new trends in consumer technologies.

1.|Digital Economy Report 2019. – P. 47 [Elektronnyi resurs]. URL:
https:en/pages/PublicationWebflyer.aspx (data obrashcheniia: 15.02.2020).
2. Sait Vsemirnogo banka [Elektronnyi resurs]. URL: http//www (data obrashcheniia: 10.02.2020).
3.|Digital Economy Report 2019. – P. 5 [Elektronnyi resurs]. URL: https: en/pages/PublicationWebflyer.aspx (data obrashcheniia: 15.02.2020).
4. Leading from the Front: CEO Perspectives on Business Transformation in the Digital Age. – L.: Economist Intelligence Unit, 2017. – P. 5.
5. Seifullaeva M.E. Megatrendy v sovremennoi mirovoi ekonomike i marketingovaia deiatelnost TNK // Ekonomika i obrazovanie. Vazhnye aspekty innovatsionnogo razvitiia: sb. st. – M.: REU imeni G.V. Plekhanova, 2018. – S. 82–84.
6. Sebastian I., Ross J.W., Beath C., Mocker M., Moloney K.G., Fonstad N.O. How Big Old Companies Navigate Digital Transformation // MIS Quarterly Executive. – 2017. – Vol. 16. – No. 3. – P. 198.
7. [Elektronnyi resurs]. URL: auchan- (data obrashcheniia: 10.02.2020).
8. [Elektronnyi resurs]. URL: (data obrashcheniia: 08.02.2020).
9. Riteil v tsifrakh: tekhnologii, biudzhety i prognozy do 2024 goda [Elektronnyi resurs]. URL: https: (data obrashcheniia: 25.02.2020).
10. Ramazanov I.A., Panasenko S.V., Mayorova E.A., Nikishin A.F., Ramazanov S.A. Prospects for the Development of online trade in the Russian Federation in the context of globalization and the information societe establishment // International Journal of Recent Technology and Engineering. – 2019. – Vol. 8. – No. 2. – Pp. 4413–4424 [Elektronnyi resurs]. URL:


Marketing essence of the exhibition service and its characteristics
Ulanovskaya O.N., PhD, Senior Lecturer, Department of Marketing, Trade and Customs Affairs, V.I. Vernadsky Crimean Federal University, Simferopol, Russia, е-mail:
Eremenko Ju.A., PhD, Professor of Marketing, Trade and Customs Affairs Department, V.I. Vernadsky Crimean Federal University, Simferopol, Russia, е-mail:

The article reveals the marketing essence of the main expo-service through an author’s model that displays at four levels the hierarchical structure of its characteristics, which together determine the stages of transformation of its use value for exhibitors; The characteristics of the exhibition services are considered, taking into account the features of which a number of marketing solutions are proposed for participants in the market of exhibition events.
Keyworlds: exhibition services, expo-service, four level marketing models of exhibition services, characteristics of services, exhibitors.

1. Kotler F. Osnovy marketinga: per. s angl. / obshch. red. i vstup. st. E.M. Penkovoi. – M.: Progress, 1990. – 736 s.
2. Kucherova N.V. Marketingovoe ponimanie uslugi kak tovara na rynke: metodologicheskii aspekt // Ekonomika i upravlenie. – 2010. – № 2 (63). – S. 237–240.
3. Grazhdanskii kodeks Rossiiskoi Federatsii (chast vtoraia) ot 26.01.1996 № 14-FZ (priniat GD RF 22.12.1995) (red. ot 28.03.2017) // KonsultantPlius [Elektronnyi resurs].
URL:,0&rnd=0.9432950194119876#0 (data obrashcheniia: 13.08.2017).
4. Obshcherossiiskii klassifikator vidov ekonomicheskoi deiatelnosti, produktsii i uslug / OK 004-93 (OKDP) [(utv. postanovleniem Gosstandarta Rossii ot 06.08.93 № 17) (chasti I–II, chast III, razdely A–C (kody 1510000-1700000)) (red. ot 22.11.2011 s izm., vstupivshimi v silu 01.01.2012)] Ofitsialnyi sait kompanii «Zakonodatelnaia baza Rossiiskoi Federatsii» [Elektronnyi resurs]. URL: (data obrashcheniia: 28.02.2017).
5. Esipov V.E. Tseny i tsenoobrazovanie: uchebnik. – SPb.: Piter, 2001. – 464 s.
6. Tsenoobrazovanie v sfere uslug. – Sait [Elektronnyi resurs]. URL: (data obrashcheniia: 28.02.2017).
7.  Ulanovskaia O.N.  Sravnitelnaia kharakteristika kommunikatsionnoi aktivnosti v internet-saitakh vystavochnykh kompanii Respubliki Krym // Rossiiskii ekonomicheskii internet-zhurnal. – 2019. – № 2.– S. 56 [Elektronnyi resurs]. URL:
8.  Ulanovskaia O.N. Rol marketingovykh kommunikatsii v formirovanii torgovoi politiki predpriiatii Respubliki Krym // Sovremennye nauchnye issledovaniia i innovatsii. – 2017. – № 2 [Elektronnyi resurs]. URL: (data obrashcheniia: 14.02.2017).
9. Best Rodzher. Marketing ot potrebitelia / per. s angl. Pavla Mironova. – 6-e izd., pererab. – M.: Mann, Ivanov i Ferber, 2017. – 696 s.
10. Komu vygodno sokhranit v efire «Pust govoriat». Ved eto kuritsa, nesushchaia zolotye iaitsa. – Mediino-servisnyi internet-portal «Rambler» [Elektronnyi resurs].
11. GOST 32608–2014 «Deiatelnost vystavochno-iarmarochnaia. Terminy i opredeleniia». Mezhgosudarstvennyi standart (izdanie ofitsialnoe) [Elektronnyi resurs]. URL: (data obrashcheniia: 28.02.2017).

Theoretical aspects of content marketing: concepts and classifications
Grinko O.I., postgraduate student of the Marketing Department of the Belarusian State Economic University, e-mail:

Content marketing is actively used by commercial organizations as an effective and relatively inexpensive tool of communication policy. But as a new stream of scientific research, it does not have an established theoretical base that contribute the understanding and implementation on enterprises with no experience in publishing content in their marketing communications system. The article discusses various theoretical aspects, including concepts, the place of content among other tools of communication policy and classification. In particular, the definitions of content and content marketing, formulated approaches to classifying content according to a several characteristics: presentation form, type of interaction, marketing communication channels, authorship, functionality, stages of the sales funnel and degree of originality.
Keywords: content, content marketing, internet marketing, informational content, content classification, marketing communications system, sales funnel.

1. Romanov A.A. Marketingovye kommunikatsii – M.: Eksmo, 2006.
2. Content definition, Oxford Learner’s Dictionary [Elektronnyi resurs]. URL: (data obrashcheniia: 12.02.2020).
3. Pulizzi J. Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses. – N.Y.: McGraw Hill Professional, 2015.
4. Guseva E.S. Kontent kak osnovnoi instrument onlain-kommunikatsii s potrebitelem // Problemy sovremennoi nauki i obrazovaniia. – 2016. – № 7 (49). – S. 117–120.
5. Kaplunov D. Kontent, marketing i rok-n-roll. Kniga-muza dlia pokoreniia klientov v internete. – M.: Mann, Ivanov i Ferber, 2014.
6. Odden Li. Prodaiushchii kontent. Kak sviazat kontent-marketing, SEO i sotsialnye seti v edinuiu sistemu. – M.: Mann, Ivanov, Ferber, 2013.
7. Tsarev R.Iu. Programmnye i apparatnye sredstva informatiki: uchebnik / R.Iu. Tsarev, A.V. Prokopenko, A.N. Kniazkov. – Krasnoiarsk: Sib. feder. un-t, 2015.
8. De Lima Rubb E. How to Create a Successful Content Marketing Funnel [Elektronnyi resurs]. URL: (data obrashcheniia: 23.02.2020).

Interactive advertising as a Stun Magazine promotion tool (foreign experience)
Shpakova E.S., student of the Faculty of Sociology and Political Science Financial University under the Government of the Russian Federation Moscow, Russian Federation, e-mail:
Rebrikova N.V., Candidate of Economics, Department of Personnel Management and Psychology Financial University under the Government of the Russian Federation Moscow, Russian Federation, e-mail:

The article reveals the features of using interactive advertising, its main characteristics. The results of international and Russian studies of online advertising are presented, forecasts for the next year are presented, which allow us to study in more detail the impact on the audience, for example, the share of the advertising budget and data on the average time spent on viewing advertising. The examples of foreign experience indicated in the article explain the phenomenon of interactive advertising on the developing project of the magazine about photography and develop recommendations for further promotion of the project content.
Keywords:  interactive advertising, internet advertising, content analysis, online and offline techniques.

1. Jeremy Ellens. Co-founder of LeadQuizzes, USA, «Using Online Quizzes to Boost Lead Gen ft. Jeremy Ellens» (Inbound Success Ep. 15) [Elektronnyi resurs]. URL: (data obrashcheniia: 16.12.2019).
2. Issledovanie Magna, IPG Media Lab и Tremor Video DSP [Elektronnyi resurs]. URL: (data obrashcheniia: 15.12.2019).
3. Issledovanie IAB Russia i PWC «Rossiiskii rynok interaktivnoi reklamy 2017–2020» [Elektronnyi resurs]. URL: (data obrashcheniia: 15.12.2019).
4. Panteleeva I.A., Prokopeva G.Iu. Interaktivnye tekhnologii v reklame: osobennosti postroeniia reklamnoi kommunikatsii v internet-segmente. – TSPU, 2014. – S. 172–177.
5.  Boris Omelnitskii. IAB Russia: «Interaktivnaia kommunikatsiia rabotaet vo vsekh sredakh» [Elektronnyi resurs]. URL: (data obrashcheniia: 16.12.2019).
6. BuzzSumo, «Why Quizzes Are Content Marketing’s Secret Weapon» [Elektronnyi resurs]. URL: (data obrashcheniia: 16.12.2019).
7. Ralph Breuer, Malte Brettel, Andreas Engelen. Incorporating long-term effects in determining the effectiveness of different types of online advertising. – Marketing Letters, 2011. – Pp. 327–340.
8.  Teresa de la Hera. Advergames’ Effectiveness. – Digital Gaming and the Advertising Landscape Amsterdam University Press, 2019. – Pp. 67–76.

Role of branding in providing food security in the region1
Selina M.N., Candidate of Economic Sciences, associate professor of the Economics and Management in Agro-Industrial Complex Chair the Federal State Budgetary Educational Institution of Higher Education «Vologda State Dairy Farming Academy named after N.V. Vereshchagin» (Vologda, Russia), e-mail:
Shikhova O.А., Candidate of Economic Sciences, associate professor of the Economics and Management in Agro-Industrial Complex Chair the Federal State Budgetary Educational Institution of Higher Education «Vologda State Dairy Farming Academy named after N.V. Vereshchagin» (Vologda, Russia), e-mail:
Barinova O.I., Senior lecturer of the Economics and Management in Agro-Industrial Complex Chair the Federal State Budgetary Educational Institution of Higher Education «Vologda State Dairy Farming Academy named after N.V. Vereshchagin» (Vologda, Russia), e-mail:

The article is completed with the financial support of the Government of the Vologda region with in the state scientific grant «The approaches to the evaluation of the brand power and rating of commodity producers of the Vologda region, Russia as viewed by consumers».

The article presents the results of study of internal factors and conditions that contribute to solving the food security problem of the Vologda region. The role of regional brand “Authentic Vologda Product”, which cooperates with various organizations, individual entrepreneurs manufacturing products in the Vologda Region, in assisting the consumer in the competent selection of products, improving the quality and competitiveness of consumer goods, is determined. The distinctive features of functioning and development perspectives of this brand are revealed, the model of brand’s functioning is presented. The
results of study on the predominant demand of population for food products are shown, which confirm the level of trust in quality and goods production place.
Keywords:  food security, Vologda Oblast, regional brand.

1. Moronova O.G., Dorogovtsev A.P. Issledovanie prodovolstvennogo obespecheniia naseleniia Vologodskoi oblasti // Ekonomicheskie i sotsialnye peremeny: fakty, tendentsii, prognoz. – 2010. – № 1. – S. 99 [Elektronnyi resurs]. URL:
2. Selin V.M. Metodologicheskie aspekty analiza i otsenki srednedushevogo potrebleniia ryby i moreproduktov naseleniem RF // Ekonomicheskie i sotsialnye peremeny: fakty, tendentsii, prognoz. – 2015. – № 6. – S. 139 [Elektronnyi resurs]. URL:
3.  Seliukov M.V., Shalygina N.P. Ispolzovanie brend-tekhnologii v sfere APK regiona // Sovremennye problemy nauki i obrazovaniia. – 2014. – № 5. – S. 303 [Elektronnyi resurs]. URL:
4.  Chekavinskii A.N., Selimenkov R.Iu. Modelirovanie prodovolstvennoi bezopasnosti regiona // Ekonomicheskie i sotsialnye peremeny: fakty, tendentsii, prognoz. – 2014. – № 4. – S. 226 [Elektronnyi resurs]. URL: 22005476_67539193.pdf
5. Shikhova O.A., Selina M.N., Selin V.M. Application of methods of modeling and forecasting for planning of operating results of fish processing enterprises // BIO Web of Conferences 17, 00157. – 2020. – P. 226 [Elektronnyi resurs]. URL:
6.  Safargaliev E.R.  Sostavliaiushchie tovarnogo brenda // Regionalnaia ekonomika: teoriia i praktika. – 2012. – № 31. – S. 54 [Elektronnyi resurs]. URL:
7. Averchenko K.S. Pozitsionirovanie i prodvizhenie promyshlennogo brenda na rynke konechnykh potrebitelei // Marketing MVA. Marketingovoe upravlenie predpriiatiem. – 2017. – № 3. – S. 5 [Elektronnyi resurs]. URL: 12806680.pdf
8. Burgomistrova O.N. Regionalnye brendy «Vologodskoe maslo», «Nastoiashchii Vologodskii produkt» // AgroZooTekhnika. – 2018. – T. 1. – № 4. – S. 1 [Elektronnyi resurs]. URL:
9.  Yureneva T.G., Barinova O.I., Golubeva S.G. Monitoring of the financial condition of agricultural organizations in the Vologda region of Russia // Towards Productive, Sustainable and Resilient Global Agriculture and Food Systems Conference proceedings. – 2018. – P. 1500.


Marketing mergers & acquisitions transactions
Tarasov A.A., Candidate of Economic Sciences, Executive MBA, international capital markets expert, e-mail:

This article presents an analysis of the marketing process for mergers & acquisitions deals on the international capital markets. The key information materials of the transaction are described, including the information memorandum, package of financial documents, and reports of independent consultants. An overview is presented of the meetings with lenders and investors of the corporation during the roadshow, when top-managers of the company discuss the deal using the investment presentation. The transaction timeline of the marketing events is outlined, including communication with the press and the publication of press-releases regarding the deal.
Keywords: mergers & acquisitions, marketing of investment services, bank marketing.

1. Tarasov A.A. Marketing razmeshcheniia aktsii // Marketing v Rossii i za rubezhom. – 2019. – № 4. – S. 58–62.
2. Pignataro P. Mergers, acquisitions, divestitures, and other restructurings. – Wiley, 2015. – 368 p.
3. Liaw T. The Business of investment banking: a comprehensive overview. – Wiley, 2011. – 384 p.

Central marketing service of Moscow libraries: functions, tasks and heculiarities of the organization
Meshalkina Yu.V., Candidate of pedagogical sciences, MSUC, e-mail:

Peculiarities of the library marketing service work are disclosed, the library marketing complex is characterized. The possibilities of interaction between libraries and cultural management bodies based on marketing technologies are specified. The article contains a diagram of the library marketing service and describes the functions of its organizational units.
Keywords:  library marketing, marketing service of library, marketing tasks in library, organizational structure.

1.  Strukova N.L. Informatsionnye potrebnosti predprinimatelei: problemy izucheniia i obespecheniia: dis. ... kand. pedag. nauk: 05.25.03. – Novosibirsk, 1997. – 207 s.
2. Apanasenko A.A. Bibliotechnyi marketing kak tekhnologiia upravleniia sovremennoi bibliotekoi: dis. ... kand. pedag. nauk: 05.25.03. – Krasnodar, 2004. – 176 s.: il.
3. Marketing bibliotechno-informatsionnoi deiatelnosti: ucheb. dlia stud. vyssh. ucheb. zavedenii, obuch. po napravleniiu podgotovki 51.03.06 «Bibliotechno-informatsionnaia deiatelnost» (uroven bakalavriata) / V.V. Brezhneva, N.Iu. Dementeva, N.V. Zhadko i dr. – SPb.: Professiia, 2017. – 239 s.
4.  Suslova I.M.  Biblioteka v sisteme nekommercheskogo marketinga: ucheb.-metod. posobie. – M.: IPO Profizdat, 2003. – 159 s.
5.  Gerasimova L.N. Marketing v biblioteke: ucheb. posobie dlia bibl. fak. un-tov, in-tov kultury, pedag. vuzov / L.N. Gerasimova, O.N. Kokoikina. – M.: Izd-vo Mosk. gos. in-ta kultury, 1993. – 58 s.
6. Maksimenko Iu.I. Polozhenie ob otdele bibliotechnogo marketinga – dokument, opredeliaiushchii strategiiu i taktiku deiatelnosti otdela, biblioteki, TsBS // Bibliotechnoe delo – XXI vek. – 2002. – № 1. – S. 211–216.
7. Golubkov E.P. Osnovy marketinga: uchebnik. – M.: Finpress, 1999. – 656 s.
8. Meshalkina Iu.V. Organizatsiia i razvitie marketingovoi sluzhby biblioteki / Iu.V. Meshalkina // Bibliotekovedenie. – 2010. – № 5. – S.30–36.


Marketing support of investment attractiveness of the region
Trusova N.S., сandidate of economic sciences, associate professor, department of economic security and taxation, South-West state university, Kursk, e-mail:

The article presents the authors point of view on the problem of formation of investment attractiveness of the region on the basis of marketing support. The role of territory marketing has been revealed and justified, marketing mechanisms ensuring attraction of investments in the region have been considered. The relationship between the spending of territorial budgets on marketing and the amount of domestic and foreign investments attracted has been revealed. Methodological recommendations have been developed for the formation of an effective marketing strategy aimed at ensuring the investment attractiveness of the regions. It is justified that such a strategy should be more aimed at attracting foreign investment.
Keywords: marketing, marketing strategy, investment attractiveness, foreign investments.

1. Di Korato L., Moretto M., Vergall S. Dolgosrochnye investitsii pri neopredelennom sprose // Economic Modelling. – 2014. – № 41. – S. 80–89.
2. Guvarts P., Bisbrok Kh., Tilt T. Izmerenie effekta i effektivnosti gorodskogo marketinga // Procedia Economics and Finance. – 2014. – № 12. – S. 191–198.
3. Seggi S., Kavushgil E., Felan S. Izmerenie dokhodnosti marketingovykh investitsii: kontseptualnaia osnova i budushchee marketingovykh metrik // Industrial Marketing Management. – 2014. – 36 (6). – S. 834–841.
4. Kotler F., Rein I., Khaider D., Metaksas T. Marketing mest. Privlechenie investitsii, predpriiatii, zhitelei i turistov v goroda, kommuny, regiony i strany Evropy. – SPb.: Stokgolmskaia shkola ekonomiki v Sankt-Peterburge, 2005. – 132 s.
5. Pankrukhin A.P. Marketing territorii. – SPb.: Piter, 2006. – 416 s.
6. Arzhenovskii I.V. Marketing regionov. – M.: IuNITI-DANA, 2017. – 135 s.
7. Vizgalov D.V. Marketing goroda. – M.: Fond «Institut ekonomiki goroda», 2008. – 144 s.
8. Butov V.I., Ignatov V.G., Ketova N.P. Osnovy regionalnoi ekonomiki. – M.; Rostov n/D: MarT, 2000. – 448 s.
9. Gaponenko A.L. Strategicheskoe planirovanie sotsialno-ekonomicheskogo razvitiia regionov i gorodov // Upravlencheskie nauki. – 2012. – № 2 (3). – S. 85–91.
10. Martynova A.Iu., Kachagin E.A. Osnovnye podkhody k opredeleniiu territorialnogo marketinga v Rossiiskoi Federatsii // Vestnik UlGTU. – 2010. – № 4 (52). – S. 67–71.
11. Guseva K. Regulirovanie investitsionnoi deiatelnosti v depressivnykh regionakh // Ekonomist. – 1997. – № 5. – S. 38–44.
12. Klimova N.I. Sravnitelnyi analiz podkhodov k otsenke investitsionnoi privlekatelnosti i investitsionnoi aktivnosti rossiiskikh regionov // Investitsii v Rossii. – 2003. – № 8. – S. 9–19.
13. Sevriukova L.V., Trusova N.S. Gosudarstvennaia politika stimulirovaniia investitsionnoi aktivnosti regionov // Ekonomichnii chasopis-XXI. – 2014. – № 9–10–1. – S. 106–109.


Using comprehensive internet marketing for improvement of company's competitiveness
Volodin R.S., PhD in Economics, Associate Professor Southern Federal University CEO of the Internet Marketing Agency «VirtProNet», Rostov-on-Don, Russia, e-mail:

The article analyzes the growing interest of companies in the use of tools of complex Internet marketing, as the main source of sales increase, gives a practical example of advertising campaign on the Internet to increase competitiveness of the group companies «Don-Eco» (Rostov-on-Don).
Keywords: marketing, Internet marketing, promotion, contextual advertising, landing page, sales funnel.

1. Assotsiatsii kommunikatsionnykh agentstv Rossii (AKAR). Obieem reklamy v sredstvakh ee rasprostraneniia v 2019 godu [Elektronnyi resurs]. URL: (data obrashcheniia: 15.04.2020).
2. TOP-10 resursov rossiiskogo Interneta. MediaScope Web Index [Elektronnyi resurs]. URL: (data obrashcheniia: 20.04.2020).
3. YouTube-prodvizhenie – osnovnoi marketingovyi trend 2019 goda [Elektronnyi resurs]. URL: (data obrashcheniia: 03.02.2020).
4. Internet-reklama. Mediaindustriia v 2019–2023 gg. [Elektronnyi resurs]. URL: (data obrashcheniia: 03.02.2020).


Trends in the development of the telecommunication services market in Russia on example of «ER Telecom Holding»
Dobrovlyanin V.D., student, Perm State National Research University, Perm, Russia, e-mail:
Khatskelevich A.N., PhD in Economics, Associate Professor, Marketing Department, Perm State National Research University, Perm, Russia, e-mail:

The article is devoted to the study of development trends of the global and regional telecommunications market on the materials of «ER-Telecom Holding». The author analyzes this company, where he considers the characteristics of the activity, the organization’s economy, studies conducts a competitive analysis, as well as a field study to assess brand recognition. As a result of the work, the organization’s problem areas were formed, and the prospects for further development of the industry based on the development of «ER-Telecom Holding» were highlighted.
Keywords: telecommunications market, telecommunications services, telecommunications company, competition analysis, field research in the telecommunications market, ER-Telecom.

1. Worldwide Spending on Telecommunications Services and Pay TV to Speed Up Slightly in 2018, According to IDC [Elektronnyi resurs]. URL: (data obrashcheniia: 20.02.2020).
2. ICT Indicators database. ITU World Telecommunication [Elektronnyi resurs]. URL: (data obrashcheniia: 20.02.2020).
3. Sinitsa S.A. Analiz tendentsii razvitiia globalnogo rynka telekommunikatsionnykh uslug // Vestnik Evraziiskoi nauki, 2019 [Elektronnyi resurs]. URL: (data obrashcheniia: 20.02.2020).
4. Sait: [Elektronnyi resurs] URL: (data obrashcheniia: 26.02.2020).
5. Dobrovlianin V.D., Khatskelevich A.N.  Analiz rynka telekommunikatsionnykh uslug v Rossii i perspektivy razvitiia // Aktualnye voprosy sovremennoi ekonomiki. – 2019. – № 6–1. – S. 415–425 [Elektronnyi resurs]. URL: (data obrashcheniia: 26.02.2020).
6. Sait gubernatora i Pravitelstva Permskogo kraia. Do kontsa goda 168 sotsialno znachimykh obieektov Prikamia poluchat dostup k vysokoskorostnomu internetu [Elektronnyi resurs]. URL: (data obrashcheniia: 26.02.2020).
7. Sait «Kommersant. Prikame. Perm». «Er-Telekom» zapustil proekt po regulirovke osveshcheniia tsentra Permi. Sait: [Elektronnyi resurs]. URL: (data obrashcheniia: 26.02.2020).
8. Sait «Tsifrovaia ekonomika». «ER-Telekom» vnedriaet IoT-resheniia dlia fermerov [Elektronnyi resurs] URL: (data obrashcheniia: 26.02.2020).

Все права принадлежат Издательству «Финпресс» Полное или частичное воспроизведение или размножение каким-либо способом материалов допускается только с письменного разрешения Издательства «Финпресс».