Contents of N1/2021

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Contents of N1/2021


Specifics of using marketing tools in the restaurant industry during the coronavirus pandemic
Ketova N.P., Ph. D., Professor, Head of the Department of Marketing and Communications in Business of  SFEDU, e-mail:
SPIN-код: 8323-7290, AuthorID: 149026, ORCID: 0000-0001-6832-8174, ResearcherID: L-2937-2013
Butusova D.A., Master’s Degree student of the Faculty of Management of SFEDU, e-mail:

The article analyses the marketing activities of catering enterprises during the quarantine period, as well as the associated periods. The characteristics of the 2020 crisis provoked by coronavirus for the restaurant industry are described, namely anomaly and universality, change in the usual behavior of consumers and their lifestyle, the forced change in the products of companies, loss of some of the competitive advantages. Three key scenarios for the activities of catering enterprises are formulated: developing the delivery system, temporary suspension of activities and complete closure of restaurants.
A set of strategies chosen by enterprises according to resources and objectives is presented. For each purpose, a set of instruments specific to the socio-economic situation is given. It includes both modified previously used and new tools, for which an overview of the best practices of the Russian and international markets is carried out. As a conclusion, the influence and possible consequences of quarantine are formulated both for the restaurant market and for the behavior of consumers in this market.
Keywords: marketing tools, restaurant marketing, marketing goals, marketing strategy, coronavirus pandemic.

1. Isakova E. VOZ obieiavila o pandemii koronavirusa [Elektronnyi resurs] / E. Isakova. – Zheneva, 2020. – Rezhim dostupa: (data obrashcheniia: 19.08.2020).
2. Kochkina E. Kak pandemiia povliiala na privychki potrebitelei – issledovanie [Elektronnyi resurs] / E. Kochkina. – M., 2020. – Rezhim dostupa: obrashcheniia: 19.08.2020).
3. Taleb N.N. Chernyi lebed. Pod znakom nepredskazuemosti / N.N. Taleb. – M.: KoLibri, 2020. – 736 s.
4. Liuis D. Neiromarketing v deistvii. Kak proniknut v mozg pokupatelia / D. Liuis. – M.: Mann, Ivanov i Ferber, 2015. – 215 s. – S. 127.
5. Best R. Marketing ot potrebitelia / R. Best. – M.: Mann, Ivanov, Ferber, 2018. – 696 s. – S. 543.
6. Petrova V. Chto peterburgskie restorany predlagaiut na vremia karantina: domashnii uzhin ot shefa, dostavka produktov i sertifikaty [Elektronnyi resurs] / V. Petrova. – SPb., 2020. – Rezhim dostupa: obrashcheniia: 15.09.2020).
7. Feofanov S. #Iamydostavka: peterburgskie bary zapustili dostavku [Elektronnyi resurs] / S. Feofanov. – SPb., 2020. – Rezhim dostupa: (data obrashcheniia: 15.09.2020).
8. Oleksenko A. Idei dlia restoranov vo vremia karantina [Elektronnyi resurs] / A. Oleksenko. – M., 2020. – Rezhim dostupa: obrashcheniia: 8.10.2020).
9. Sysoev A. Pochetnyi gost: kak iskusstvennyi intellekt i didzhitalizatsiia izmeniat nashi liubimye restorany v budushchem [Elektronnyi resurs] / A. Sysoev. – M., 2020. – Rezhim dostupa: obrashcheniia: 08.10.2020).
10. Restorannyi marketing i karantin [Elektronnyi resurs] / OOO «Restorator Ukraina». – Kiev, 2020. – Rezhim dostupa: (data obrashcheniia: 08.10.2020).
11. Temirov A. Chto delat vladeltsam kafe vo vremia vseobshchei izoliatsii? [Elektronnyi resurs] / A. Temirov. – M., 2020. – Rezhim dostupa:–4eec-9df7–75b105ef9256#b82b867c-afa5–4eec-9df7– 75b105ef9256 (data obrashcheniia: 09.10.2020).
12. Dudina E. Na «Iandeks.Muzyke» poiavilis pleilisty ot ekaterinburgskikh barov [Elektronnyi resurs] / E. Dudina. – Ekaterinburg, 2020. – Rezhim dostupa:–06–23/na-yandeksmuzyke-poyavilis-plejlisty-ot-uralskih-barov-shalom-shanhaj-i-nelson-sovin-i-drugih-rossijskih-zavedeni (data obrashcheniia: 17.10.2020).



Some aspects of consumer experience emotionalization
Orlova M.V., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail:
SPIN-код РИНЦ 5252-5987, ResearcherID D-1544-2019, ORCID ID 0000-0002-3971-6570
Ionov S.D., student, State University of Management, Moscow, Russia, e-mail:
Romashova M.V., student, State University of Management, Moscow, Russia, e-mail:

The tools of consumer experience emotionalization are systematized in order to use them for creating individualized combinations that allow influencing consumers in the process of their interaction with the brand.
A model, that reflects the features of using emotionalization tools depending on the degree of consumer involvement in interaction with the brand, is proposed.
Keywords: consumer experience management, emotional marketing, customer engagement, emotionalization tools.

1. Orlova M.V. Korporativnye sistemy upravleniia potrebitelskim opytom // Marketing. – 2016. – № 5 (150). – S. 57–68.
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3. Adaptatsionnaia teoriia emotsii R. Plutchika [Elektronnyi resurs]. URL: (data obrashcheniia: 10.10.2020).
4. Issledovanie rossiiskogo rynka biometricheskikh tekhnologii 2018–2022 gg. [Elektronnyi resurs]. URL:–2022-gg-20181130015609 (data obrashcheniia: 20.09.2020).
5. Akulich M. Emotsionalnyi marketing // Ridero. – 2019.
6. Mann I., Turusin D. Tochki kontakta i effektivnaia rabota s nimi. – M.: Mann, Ivanov i Ferber, 2017.
7. Pfanshtil I. Kak ispolzovat emotsii v marketinge [Elektronnyi resurs]. URL: (data obrashcheniia: 10.10.2020).
8. Pine Joseph B., Gilmore James H. Welcome to the Experience Economy // Harvard Business Review. – 1998.
9. Zichermann G., Linder J. The Gamification Revolution. How leaders leverage, game Mechanics to crush the competition // Mc Graw Hill Education.

Studying the perspective of memes utilization as a core of advertising campaign - the case of meme «30-year old boomer» and energy drink «Monster Energy» of Coca-Cola company
Davydov I.D., masters degree candidate, Faculty of Economic and Social Studies, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation, e-mail:
Masalev V.A., masters degree candidate, Faculty of Economic and Social Studies, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation, e-mail:
Kolesov P.A., masters degree candidate, Faculty of Economic and Social Studies, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation, e-mail:
Ivanova V.A., the candidate of Economic Sciences, associate Professor, Department of management and entrepreneurship, Faculty of Economic and Social Studies, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation, e-mail:
SPIN-code: 7526-8088, AuthorID: 753791

The memes have a great potential for a «virus» marketing as the most common unit of the information exchange in the Internet. This article is devoted to the analysis of probability of the meme-usage as carrier for advertising information, it’s economic potential and contains the studying of the case based on Coca-Cola energy drink and English speaking meme-community.
Keywords: «virus» marketing, Coca-Cola, Monster Energy, memes, Internet, Imageboard, thread, forced meme, boomer, zoomed, marketing project.

1. Rayport J. The Virus of Marketing // Fast Company. – 1996. – No. 6. – P. 68.
2. Uchevatkin A.V., Smirnov V.N. Virusnyi marketing i ego sozdanie, 2020 [Elektronnyi resurs]. URL: (data obrashcheniia: 16.10.2020).
3. Chekhovskaia S.A., Ivanova V.M. Virusnyi marketing, 2015 [Elektronnyi resurs]. URL: (data obrashcheniia: 16.10.2020).
4. Kurs Viral Marketing and How to Craft Contagious Content [Elektronnyi resurs]. URL: (data obrashcheniia: 16.10.2020).
5. Dokinz R. Egoistichnyi gen. – M.: AST, 2017.
6. Dawkins R. The Selfish Meme // Time. – 1999. – 11 апр.
7. Making Sense of Memes: Where They Came From and Why We Keep Clicking Them, Marion Provencher Langlois // Inquiries Journal. – 2014 [Elektronnyi resurs]. URL: (data obrashcheniia: 15.10.2020).
8. Ofitsialnyi sait energeticheskogo napitka Monster Energy [Elektronnyi resurs]. URL: (data obrashcheniia: 17.10.2020).
9. Monster Energy Drink Target Audience and Company Objectives [Elektronnyi resurs]. URL: (data obrashcheniia: 11.10.2020).
10. Know your meme [Elektronnyi resurs]. URL: (data obrashcheniia: 20.10.2020).
11. Dvach [Elektronnyi resurs]. URL: obrashcheniia: 21.10.2020).
12. 4chan [Elektronnyi resurs]. URL: obrashcheniia: 21.10.2020)
13. Reddit [Elektronnyi resurs]. URL: obrashcheniia: 21.10.2020).
14. Gugl Trendy [Elektronnyi resurs]. URL: (data obrashcheniia: 20.10.2020).
15. [Elektronnyi resurs]. URL: (data obrashcheniia: 20.10.2020).
16. Dannye po zarabotnoi plate sotrudnikov kompanii Coca-Cola [Elektronnyi resurs]. URL: – cola-Company-%28tccc%29/salaries (data obrashcheniia: 18.10.2020).
17. Dannye po standartnoi stavke zarabotnoi platy [Elektronnyi resurs]. URL: (data obrashcheniia: 19.10.2020).
18. Dannye po raskhodam kompanii Coca-Cola na marketing [Elektronnyi resurs]. URL: text=Key%20Takeaways&text=Coca%2DCola%20spends%20the%20most, advertising%20between%202015%20and%202020 (data obrashcheniia: 20.10.2020).

Cannibalism in brands
Voronina N.A., student of the Faculty of Economics of the Peoples ' Friendship University of Russia in the direction of management, e-mail:

The problem of brand cannibalization is not new in the market. On the one hand, this phenomenon can lead a business to unpleasant consequences, on the other hand, it is used to promote its new products on the market. The article discusses the main types of cannibalism with examples and provides the basis for their classification. The main methods for avoiding negative consequences and for the effective use of "cannibalism" as a key tool for promoting goods on the market are identified in the article.
Keywords:  brand cannibalism, marketing, measures to prevent cannibalism, internal and external cannibalism, brand portfolio.

1. Kotsar A. Ia prishel tebia sieest! Kak izbezhat kannibalizma, rasshiriaia lineiku produktov / A. Kotsar // Novyi marketing [Elektronnyi resurs]. URL: obrashcheniia: 19.11.2020).
2. Upravlenie brendami kompanii, arkhitektura brendov [Elektronnyi resurs]. URL: (data obrashcheniia: 20.11.2020).
3. Marochnyi kannibalizm v portfele brendov [Elektronnyi resurs]. URL: obrashcheniia: 20.11.2020).
4. Kolotvina E.Iu. «Kannibalizatsiia brenda»: effektivnaia strategiia ili nekontroliruemyi protsess? / E.Iu. Kolotvina // Simvol nauki. – 2019. – № 3. – S. 40–43.
5. Chernyshova A.M. Brending / A.M. Chernyshova, T.N. Iakubova. – M.: Iurait, 2016. – 505 s. – S. 243.

Analysis of hand-made articles promotion on the Russian market
Karnauh I.V., Ph.D. in Economics, Associate Professor Volgograd State University, e-mail:
SPIN-код: 8005-2032, AuthorID: 717746
Kostina A.O., Student of the Department Marketing, Volgograd State University, e-mail:

The article discusses the features of promoting hand-made brands in Russia and abroad. The main components are listed and the main stages of promoting a hand-made brand on the Russian market are given. The study resulted in a comprehensive model for promoting hand-made brands and methodological foundations for promoting relevant business projects.
Keywords:   hand-made article; marketing communications; Internet marketing; brand promotion.

1. Istoriia brenda Alcozer & J [Elektronnyi resurs]. URL: obrashcheniia: 19.11.2020).
2. Portfolio of freelance illustrator Eva Thissen [Elektronnyi resurs]. URL: obrashcheniia: 19.11.2020).
3. Kochetova A. Sense of Color, dizainerskie ukrasheniia dlia zhenshchin [Elektronnyi resurs]. URL: obrashcheniia: 19.11.2020).
4. Avtorskie ukrasheniia iz naturalnykh kamnei [Elektronnyi resurs]. URL: obrashcheniia: 20.11.2020).
5. Frizen N.G. Kompleks marketingovykh kommunikatsii dlia rynka hand-made-tovarov // Ekonomika i upravlenie: analiz tendentsii i perspektiv razvitiia. – 2013. – № 4–1. [Elektronnyi resurs]. URL: (data obrashcheniia: 27.11.2020).
6. Sotsialnye seti v 2018 godu: globalnoe issledovanie [Elektronnyi resurs]. URL: obrashcheniia: 07.12.2020).

Methods of «explosive» PR in the media-industry
Gusynin A.S., master’s student of the Institute of Management and Regional Economics Volgograd State University, e-mail:
SPIN-код: 3165-8633; Author ID: 744948; ORCID 0000-0003-0961-1708; Researcher ID AAF-5228-2020

The article discusses the features of «explosive» PR in the media-industry when promoting musical performers and concert events, and also systematized and structured different tools and methods. The result of the study is a system of «explosive» PR actions.
Keywords: explosive PR; PR in the media-industry; promotion of music artists.

1. Nashe Radio. Samye dikie vykhodki rok-muzykantov na stsene [Elektronnyi resurs]. URL: (data obrashcheniia: 17.10.2020).
2. Maslennikov R. Vzryvnoi PR. Interviu s Romanom Maslennikovym [Elektronnyi resurs]. URL: (data obrashcheniia: 19.10.2020).



Offer on the market of dietary confectionery: specifics and prospects of development
Antineskul E.A., Candidate of Economic Sciences, Head of the Department of Marketing, Perm State National Research University, e-mail:
Remnjova M.A., Student of the Faculty of Economics, specialty «Trading», Perm State National Research University, e-mail:

This article discusses the results of research on the market of healthy dietary products both in Russia and abroad in order to test the hypothesis that consumers of healthy sweets are important not only the absence of harmful added ingredients in the compositions, but also the additional enrichment of various useful additives and vitamins of products. It was also suggested that domestic producers produce a wide variety of flavors of their products, using different taste ratios compared to foreign-made products. Sweeteners used as a substitute for sugar in products and the main trends in ECO-packaging for dietary
confectionery were also considered.
Keywords: dietary products, promotion of dietary confectionery products, the composition of healthy sweets, ECO-packaging, domestic manufacturers, foreign manufacturers.

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3. Artificial sweetener aspartame ‘is safe’ – aspartam (SShA) [Elektronnyi resurs]. URL: (data obrashcheniia: 18.08.2020).
4. Saccharin – Is This Sweetener Good or Bad? (SShA) – sakharin [Elektronnyi resurs]. URL: (data obrashcheniia: 18.08.2020).
5. Eryshev A. Obzor trendov na rynke ZOZh-produktov [Elektronnyi resurs]. URL: (data obrashcheniia: 07.09.2020).
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11. Obzor markirovki pishchevykh produktov, ianvar 2019 goda, fond Soveta po prodovolstvennoi informatsii [Elektronnyi resurs]. URL: obrashcheniia: 26.09.2020).
12. «UpakEko» (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
13. Bombbar (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
14. FIT&Sweet (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
15. FitFruits (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
16. HerbaLand (Kanada) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
17. Holycorn (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
18. Lucky snacky (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
19. Mars (SShA) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
20. Pändy (Shvetsiia) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
21. Peteand Gerry’s (SShA) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
22. Proteinrex (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
23. QuestBar (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
24. RSP Nutrition (SShA) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
25. Yum Earth (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
26. Zolli Pops (SShA) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
27. Belevskaia pastila (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
28. «Ivan-pole» (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
29. «Poleznoff» (Rossiia) [Elektronnyi resurs]. URL: poleznoff.rf/(data obrashcheniia: 20.09.2020).
30. «Poleznoteka» (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
31. «Umnye sladosti» (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
32. «Fruto niania» (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 20.09.2020).
33. Internet-magazin «Stoing» [Elektronnyi resurs]. URL: obrashcheniia:: 18.08.2020).
34. IP VitaSweet (Krasnodar) [Elektronnyi resurs]. URL: (data obrashcheniia: 18.08.2020).
35. IP Smirnov A.G. (Krasnodar) [Elektronnyi resurs]. URL: (data obrashcheniia: 18.08.2020).
36. BASF (Germaniia) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
37. DoEco (Rossiia) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
38. Eastman Chemical (SShA) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
39. Ecolean (Shvetsiia) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
40. KFC (SShA) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
41. NotPla (Angliia) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
42. PepsiCo (SShA) [Elektronnyi resurs]. URL: obrashcheniia: 23.09.2020).
43. VitaTops (SShA) [Elektronnyi resurs]. URL: obrashcheniia: 20.08.2020).
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Analysis of the cyber security market development in Russia and abroad
Kazakova N.A., Doctor of Economics, Professor, professor of the basic department of financial and economic security, Plekhanov Russian University of Economics, е-mail:
SPIN-код: 6141-0203; ORCID 0000-0003-1499-3448; Researcher ID: E-3906-2014; Scopus 57190564758
Petyukova A.A., Master's students of the program "Business Analytics in Economics and Management", Plekhanov Russian University of Economics, e-mail:

The article examines cybercrime as a type of illegal activity associated with unauthorized access to information systems or data, threats to social and technological processes accompanying total informatization and digitalization of society, business, and the public sector. Analyzed the statistical data on the growth of cybercrime in the world and in Russia. The most common types of external cyber attacks are summarized. The trends in the development of the global and Russian cybersecurity market were identified, which made it possible to prove that cybersecurity is one of the most developing IT areas today, both in Russia and around the world, which includes many different segments, and state projects, financial resources are aimed at its priority development, improvement of the legislative base.
Keywords: cybersecurity, cybercrime, information security, digitalization, public sector, business.

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Telecommunication services market: opportunities and threats during the crisis on the example of «ER-Telecom Holding»
Dobrovlyanin V.D., undergraduate innovative marketing technologies «Perm State National Research University», e-mail:
Khatskelevich A.N., candidate of economics Sciences, associate Professor of the Marketing Department, Perm State National Research University, e-mail:
ORCID ID: 0000-0001-9083-0208, Researcher ID: R-8692-2017

The article is devoted to the peculiarities of the functioning of the telecommunications market in Russia in the conditions of economic and epidemiological crises. The main trends in the telecommunication services market are considered. Analyzed the main changes in the market during the crises, including changes in the operating conditions of JSC «ER-Telecom Holding». A field study of the effectiveness and convenience of remote communications of company employees was carried out. A fundamentally new solution for organizing remote, teamwork of company employees has been proposed.
Keywords: telecommunications, telecommunications market, telecommunications services, economic crisis, telecommunications market trends, telecommunications market crisis, telecommunications market research, remote work.

1. Otchet «TMT konsalting». Rossiiskii rynok telekommunikatsii 2019–2024 [Elektronnyi resurs]. URL:
2. Internet-proekt «Korporativnyi menedzhment». Rossiiskie telekommunikatsionnye kompanii v period krizisa [Elektronnyi resurs]. URL:
3. Otchet Tadviser. Mobilnyi ShPD-internet na rynke Rossii [Elektronnyi resurs]. URL: 5%D1%82_ (%D1%80%D1%8B%D0%BD%D0%BE%D0%BA_%D0%A0%D0%BE%D1%81% D1%81%D0%B8%D0%B8)
4. Sait [Elektronnyi resurs]. URL:
5. Sait [Elektronnyi resurs]. URL:



Problems and prospects of retail trade in Russia: the first results of the pandemic and what awaits us in the foreseeable future
Seifullaeva M.E., Doctor of Economic Sciences, professor, Professor of Department of Trade Policy Plekhanov Russian University of Economics, Moscow, Russia, е-mail: Res/
Cheglov V.P., Doctor of Economic Sciences, professor, Professor of Department of Trade Policy Plekhanov Russian University of Economics, Moscow, Russia, е-mail: Res/
Panasenko S.V., Doctor of Economic Sciences, professor, Professor of Department of Trade Policy Plekhanov Russian University of Economics, Moscow, Russia, е-mail: Res/

The article examines retail trade in Russia and changes in trade infrastructure and consumer behavior in the face of the pandemic - both in the world as a whole and in Russia in particular. Comparative analysis of offline and online trading is carried out. The main trends in the development of retail trade, which will affect its appearance in the future, are evaluated.
Keywords: trade, retail, coronavirus epidemic, consumer trends, e-commerce.

1. Informatsiia o sotsialno-ekonomicheskom polozhenii Rossii. Rosstat [Elektronnyi resurs]. URL:
2. Informatsiia o sotsialno-ekonomicheskom polozhenii Rossii. Rosstat [Elektronnyi resurs]. URL:–2020.pdf
3. Minekonomrazvitiia ozhidaet padeniia roznitsy po itogam 2020 goda na 5,2% // IA Finmarket. 22.05.2020 [Elektronnyi resurs]. URL:
4. Time it right. Supermarket quietest times: When is best to go to shops during coronavirus panic buying and stockpiling [Elektronnyi resurs]. URL:
5. Sait kompanii X5 Retail Group [Elektronnyi resurs]. URL:
6. Ganzhur E. Tank v e-grocery: pochemu «Utkonos» poterial pervoe mesto v internet-torgovle edoi // Forbes. 17.08.2020 [Elektronnyi resurs]. URL:
7. Gruppa «M. Video-Eldorado» soobshchila o roste prodazh i perekhode na onlain-platformu v aprele 2020 goda. Sait [Elektronnyi resurs]. URL: https:
8. Zachem nam stolko PVZ. Sait MarketMedia [Elektronnyi resurs]. URL:
9. «VkusVill» ustanovil 2500 kass samoobsluzhivaniia i zapustil dostavku v Sankt-Peterburge i Kazani. Sait [Elektronnyi resurs]. URL:
10. Produkty dorozhaiut onlain. Tseny na riad kategorii v internet-magazinakh vyrosli //Kommersant 22.04.2020 [Elektronnyi resurs]. URL:
11. Seifullaeva M.E. Torgovaia politika transnatsionalnykh kompanii sektora FMCG v usloviiakh tsifrovizatsii mirovoi ekonomiki // Marketing v Rossii i za rubezhom. – 2020. – № 3. – S. 22–30.
12. Cheglov V.P., Stoliarova A.N. Trendy i osobennosti razvitiia vnutrennei torgovli Rossii v usloviiakh permanentnogo ekonomicheskogo krizisa // Prakticheskii marketing. – 2019. – № 3. – S. 18.
13. Riteil v tsifrakh: tekhnologii, biudzhety i prognozy do 2024 goda. Iandeks Dzen [Elektronnyi resurs]. URL:



Innovative marketing in dairy economy branch: foreign experience
Belyankin G.A., graduate student, Department of Marketing, Plekhanov Russian University of Economics, Moscow, e-mail:
SPIN-код: 7360-0760

The article considers the experience of using marketing tools in the dairy industry of foreign countries. It shows the use of marketing at different levels of management, starting with the State and ending with the activities of dairy farms. Special attention is paid to the marketing of innovations in the dairy industry, which includes new production, technological and marketing approaches. A comparison of marketing in foreign and Russian dairy companies was made for individual positions.
Keywords:  marketing, marketing of innovations, product, market, price, marketing communications, diary economy branch, foreign experience.

1. Internet-zhurnal Dairy Industries [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
2. Internet-zhurnal Dairy News [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
3. Svobodnaia entsiklopediia «Vikipediia» [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
4. Soiuz molochnykh fermerov Ontario [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
5. Internet-gazeta Toronto [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
6. Biznes-zhurnal Entrepreneur [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
7. Responsive and Proactive Market Orientation and New-Product Success. Article in Journal of Product Innovation Management 21 (5): 334–347. – August 2004.
8. Kompaniia Dupont [Elektronnyi resurs]. – Rezhim dostupa: dupont, svobodnyi.
9. Portal top-menedzherov optovoi i roznichnoi torgovli [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
10. Universitet Wageningen [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
11. Gruppa kompanii Frieslandcampina [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
12. Gruppa kompanii Arla [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
13. Gruppa kompanii Fonterra [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
14. Internet-zhurnal Dutch Review [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
15. Internet-zhurnal Dairy Herd [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
16. Ofitsialnyi portal Pravitelstva Niderlandov [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
17. Niderlandskaia molochnaia assotsiatsiia [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
18. Kooperativ CONO [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
19. Ofitsialnyi portal Pravitelstva Velikobritanii [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
20. Biblioteka Palaty obshchin Britanskogo Parlamenta [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
21. Molochnaia assotsiatsiia Velikobritanii [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
22. Assotsiatsiia transportirovshchikov molochnoi produktsii Velikobritanii [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
23. Veb-sait Royalcert [Elektronnyi resurs]. – Rezhim dostupa: –-british-retail-consorsium, svobodnyi.
24. Rekrutingovyi portal [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
25. Portal top-menedzherov optovoi i roznichnoi torgovli [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
26. Pishchevaia kompaniia Vitalite [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
27. Agrarnaia konsultatsionnaia kompaniia Framentor [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.
28. Internet-zhurnal Sfera food market news [Elektronnyi resurs]. – Rezhim dostupa:, svobodnyi.

Marketing strategies for increasing the efficiency of local industrial enterprise
Boyjigitov Sanjarbek Komiljon ugli, assistant department of Marketing, Samarkand institute of economics and services, Tel.: +99899 350 06 09, e-mail:

The article highlights the importance of marketing strategy in local industrial enterprises, the role of marketing strategy in improving enterprise efficiency. The SWOT analysis provided insights into areas of marketing strategy in improving enterprise efficiency.
Keywords: marketing, marketing strategy, industrial enterprises.

1. Vystuplenie Prezidenta Respubliki Uzbekistan Shavkata Mirzieeva na 72-i sessii Generalnoi Assamblei OON 19 sent. [Elektronnyi resurs]. URL:
2. Marketing Management, Second Edition Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2015 by McGraw-Hill Education. All rights reserved. Printed in the United States of America.
3. Ergashkhodzhaeva Sh.Dzh. Strategicheskii marketing. – Tashkent: IҚTISODIET, 2019. – 236 s.
4. Kuznetsova E.Iu. [i dr.]. Sovremennyi strategicheskii analiz: ucheb. posobie. – Ekaterinburg: Izd-vo Ural. un-ta, 2016. – 131 s.
5. Pankrukhin A.P. Marketing: uchebnik. – 3-e izd. – M.: Omega-L, 2005. – 656 s.



Standardization of marketing research as a way to improve the quality of R & D
Chaykov M.Yu., PhD, associate Professor, Ural Federal University named after the first President of the Russian Federation B. N. Yeltsin, Yekaterinburg, e-mail:
SPIN-код: 2960-7522; Author ID 470640

The article criticizes the current GOST R 15.011-96, which regulates the conduct of patent research. It is proposed to cancel this GOST and introduce two new GOST Standards instead, which will improve the quality of not only patent research, but also marketing research. At the same time, the quality of R & d carried out in the interests of various departments of the Russian Federation will improve, which will contribute to the creation of more competitive products.
Keywords:  marketing research, patent research, intellectual property, research and development, GOST R15.011-96.

1. GOST R15.011-96 «Sistema razrabotki i postanovki produktsii na proizvodstvo. Patentnye issledovaniia. Soderzhanie i poriadok provedeniia» [Elektronnyi resurs]. URL: obrashcheniia: 28.11.2020).
2. Prikaz Ministerstva truda i sotsialnoi zashchity RF ot 02.09.2020 № 557n «Ob utverzhdenii professionalnogo standarta «Spetsialist po marketingovym issledovaniiam v oblasti pishchevoi i pererabatyvaiushchei promyshlennosti» [Elektronnyi resurs]. URL: obrashcheniia: 25.11.2020).
3. Chetvertaia chast Grazhdanskogo kodeksa RF [Elektronnyi resurs]. URL: obrashcheniia: 28.11.2020).
4. Chaikov M.Iu., Chaikova A.M. Kommercheskaia taina kak dopolnitelnyi resurs povysheniia konkurentosposobnosti kompanii // Innovatsii. – 2009. – № 2 (124). – S. 102–104.
5. Shvedova V.V., Ivanov F.S. Aktualizatsiia GOST R15.011-96 «SRPP. Patentnye issledovaniia. Soderzhanie i poriadok provedeniia» // Intellektualnaia sobstvennost. Promyshlennaia sobstvennost. – 2020. – № 1. – S. 23–32.
6. Shvedova V.V., Ivanov F.S. Eshche raz pro aktualizatsiiu GOST R15.011-96 «SRPP. Patentnye issledovaniia. Soderzhanie i poriadok provedeniia» // Intellektualnaia sobstvennost. Promyshlennaia sobstvennost. – 2020. – № 7. – S. 73–79.
7. Sait agentstva patentnykh poverennykh «ARS – patent». Informatsionnaia ploshchadka po aktualizatsii GOST R15.011-96 «Patentnye issledovaniia. Soderzhanie i poriadok provedeniia» [Elektronnyi resurs]. URL: ars-patent/gost-r-15-011-20-20
8. Sait patentno-pravovoi firmy «NEVA-PATENT». Itogi kruglogo stola «Aktualizatsiia GOST R15.011-96 po patentnym issledovaniiam» [Elektronnyi resurs]. URL:
9. Chaikov M.Iu. Sokrashchenie parazitnykh biznes-protsessov kak znachimyi faktor povysheniia proizvoditelnosti truda i effektivnosti vsei ekonomiki v tselom // Filosofiia khoziaistva. – 2020. – № 1. – S. 151–160.
10. MRR-2.2.16-00 «Rekomendatsii po organizatsii i provedeniiu marketingovykh issledovanii do razrabotki predproektnoi i proektnoi dokumentatsii s tseliu opredeleniia kommercheskoi effektivnosti territorii» [Elektronnyi resurs]. URL: (data obrashcheniia: 24.11.2020).


List of articles published in journal «Marketing in Russia and Abroad» in 2020

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