Contents of N4/2021

all contents

Contents of N4/2021


Possibilities of taking into account consumer requests in the concept of marketing 4.0: key trends, impact mechanisms, performance indicators
Ketova N.P., Ph. D., Professor, Head of the Department of Marketing and Communications in Business of SFEDU, e-mail:
SPIN-code: 8323-7290; Author ID: 149026; ORCID: 0000-0001-6832-8174;
Researcher ID: L-2937-2013
Butusova D.A., Master’s Degree student of the Faculty of Management of SFEDU, e-mail:

The article is devoted to the process of changing the customer journey, provoked by the development of digital communications, and increasing the role of consumer experience in modern realities. Trends are presented that accompany the new marketing concept 4.0, according to F. Kotler. A key trend in the article is the strengthening of horizontal communication between consumers regarding the exchange of views on a brand or product. Some mechanisms for stimulating user content are offered as a basis for building consumer trust. The main indicators of marketing efficiency 4.0 are presented as the results: purchase rate and advocacy rate, consumer loyalty index, volume and tone of user reviews.
Keywords: marketing 4.0, evolutionary marketing concept, marketing 4.0, users content, social media optimization, social media.

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3.  Kotler F. Marketing  4.0. Razvorot ot traditsionnogo k tsifrovomu: tekhnologii prodvizheniia v internete. – M.: Bombora, 2019. – 222 s.
4. McPherson M., Smith-Lovin L., Cook J.M. Birds of a Feather: Homophily in Social Networks // Annual Review of Sociology 27-2001. – Pp. 415–444.
5. Sazonova E. Chto takoe kultura otmeny. – M., 2020  [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 13.02.2021).
6. Pain B. Dzhozef, Gilmor Dzheims Kh. Ekonomika vpechatlenii. Rabota – eto teatr, a kazhdyi biznes – stsena. – 139 s. [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 17.02.2021).
7. Samotkan K. Chto takoe UGC: osobennosti, tipy i sposoby primeneniia polzovatelskogo kontenta. – Orekhovo-Zuevo, 2019 [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 17.02.2021).
8. McDonald’s Polska. Ofitsialnyi akkaunt «Makdonalds» v Polshe [Elektronnyi resurs]. – Rezhim dostupa: obrashcheniia: 20.02.2021).
9. Liuis D. Neiromarketing v deistvii. Kak proniknut v mozg potrebitelia / D. Liuis – M.: Mann, Ivanov i Ferber, 2015. – 215 s.
10. Tkachuk A. UGC v Instagram: kak poluchat i zachem ispolzovat. – SPb., 2019 [Elektronnyi resurs]. – Rezhim dostupa: obrashcheniia: 20.02.2021).
11.  Tkachuk A. Offline SMO. – SPb., 2019  [Elektronnyi resurs]. – Rezhim dostupa obrashcheniia: 27.02.2021).
12. Best R. Marketing ot potrebitelia. – M.: Mann, Ivanov i Ferber, 2018. – 696 s.



Digital marketing: history, instruments and technologies
Strizhakova E.N., Doctor of Economics, Professor, Department «Industrial Management», Bryansk State Technical University, Bryansk, e-mail:
SPIN-code: 6550-7510; Author ID: 556491; ORCID: 0000-0001-8749-0505
Strizhakov D.V., Ph. D. (Econ.), Associate Professor, Department «Industrial Management», Bryansk State Technical University, Bryansk, e-mail:
SPIN-code: 7378-0331; Author ID: 444160

The article gives reasons of digital marketing, presents the main stages of transformation of the marketing concept. Some of the approaches that are currently actively used by companies are shown. The main digital marketing tools are highlighted, difference depending on the type of market in which the company works is highlighted. Particular attention is paid to the channels for obtaining information about potential or existing customers in order to personalize the sales proposal.
Keywords: marketing, digital marketing, digital footprint, big data, CRM system.

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9. Kontseptsiia kompleksnogo regulirovaniia (pravovogo regulirovaniia) otnoshenii, voznikaiushchikh v sviazi s razvitiem tsifrovoi ekonomiki [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 16.03.2021).
10. Dark Web, where your entire identity is for sale [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 21.03.2021).
11. Eksperty obnaruzhili utechku dannykh polumilliarda polzovatelei Facebook [Elektronnyi resurs]. – Rezhim dostupa:
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13. SMI uznali ob utechke dannykh 1,3 mln polzovatelei Clubhouse [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 11.04.2021).
14. Kozinski Mikhal. Ne big data pobezhdaet na vyborakh, a sami kandidaty [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 07.04.2021).
15. Proveriaem servisy, kotorye proveriaiut nas [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 17.03.2021).
16. Chto takoe Big Data i pochemu ikh nazyvaiut «novoi neftiu» [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 15.02.2021).
17. Tsifrovoi sled potrebitelia i ego ispolzovanie [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 21.02.2021).
18. Stratonovich R.L. Teoriia informatsii. – M.: Sovetskoe radio, 1975.
19. Chto takoe Bitriks24? [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 12.04.2021).
20. O nekotorykh osobennostiakh novykh media [Elektronnyi resurs]. – Rezhim dostupa: (data obrashcheniia: 15.04.2021).
21. Blek S. Vvedenie v pablik rileishnz: per. s angl. – Rostov n/D: Feniks, 2011. – 317 s.



Customers' attitude to eco-friendly innovations in retail: empirical analysis
Mityashin G.Yu.,  student of the «commerce» direction, Peter the Great St. Petersburg Polytechnic University, e-mail:
SPIN-code: 9998-8553; Author ID: 1073850; Scopus Author ID: 57222628183;
ORCID ID: 0000-0003-0416-7556
Bakharev V.V., Cand. Sc. (Economics), Associate Professor, Head of the Educational Program «Commerce», Peter the Great St. Petersburg Polytechnic University, e-mail:
SPIN-code: 2199-2227; Author ID: 270472

This article is devoted to the study of the willingness of visitors to use eco-friendly innovations in retail. It is noted that the implementation of eco-friendly innovations is controversial, since it is not always convenient for the customer and leads to an increase in their costs. To justify the feasibility of introducing environmental innovations, the results of the survey are presented, on the basis of which the general interest of the population in caring for the environment is revealed, in particular, the issues of organizing collection points for secondary raw materials on the territory of stores and the introduction of reusable bags are considered. It is noted that eco-friendly innovations in retail should have a strong marketing support, and also offer marketing tools that allow you to promote eco-friendly innovations without additional costs. The authors conclude that it is necessary to encourage visitors to use innovative solutions in retail.
Keywords:  greening, retail, retail trade, shop, separate garbage collection, secondary raw materials, recycling, marketing, innovative marketing.

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Fish market in Russia: features of consumer behavior
Shadrina S.V., сandidate of Economics, General Director of LLC «Business-Development», e-mail:
SPIN-code: 4607-4656; Author ID: 615997

This article presents the results of a marketing research of consumers of fish products conducted among residents of the Central and North-Western Federal Districts of the Russian Federation. The information obtained allows us to determine the main factors of market development, as well as to develop marketing strategies for market participants. It is shown that, despite the demand for the product, the lack of high-quality presentation and high cost determine the low frequency of consumption of fish products.
Keywords: fish products market, marketing research, marketing strategy, survey, fish consumption.

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Specifics of conducting focus groups and in-depth interviews online during quarantine events in connection with COVID-19 and afterwards
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, Moscow,
Kotova A.A., lecturer, postgraduate student The Russian Presidential Academy of National Economy and Public Administration (Faculty of Economic and Social Sciences), Department of management and entrepreneurship, Moscow, e-mail:

The article analyzes the specifics of conducting focus groups and in-depth interviews online during quarantine events in connection with COVID-19 and subsequently. The main advantages and disadvantages of transferring focus groups and in-depth interviews to a virtual environment are studied. The features of selecting respondents for such studies, creating screeners and ads for finding respondents, selecting those who want to participate in the study, and screening out unsuitable or non-competitive respondents are considered. Special attention is paid to the issues of advertising testing, and the possibility of adapting the APEX methodology to modern technical capabilities is considered. The possibility of rejecting the blocking questionnaire in favor of a test meeting with respondents on the eve of the study is being studied. Recommendations are given for leveling the disadvantages of the online format and using its advantages.
Keywords: advertising, marketing, advertising psychology, marketing research, focus groups, in-depth interviews.

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Development of sales in the cruise market based on international and domestic experience
Gomilevskaya G.A., Candidate of Economic Sciences, Director of the International Institute of Tourism and Hospitality of the Vladivostok State University of Economics and Service, e-mail:
SPIN-code: 6058-2882; Author ID: 646731; ORCID ID: 0000-0003-3517-2112
Zaitseva V. S., bachelor of the 4th year of the Faculty of tourism Vladivostok State University of Economics and Service, e-mail:
ORCID: 0000-0001-8074-4613

The article deals with modern international and domestic sales technologies in the cruise market, including the analysis of the demand of international and domestic tourists, the world and domestic cruise market. It is revealed that the scientific novelty is the author's classification of cruise sales technologies on the world and domestic market and the developed online booking scheme for its implementation in the innovative technology of sales of cruise products to the tourist services market.
Keywords:  cruise tourism, tourist products, sales technologies, booking systems, classification, demand, sales of tourist products.

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Changing consumer behavior in the modern world
Kanina N.P., candidate of pedagogical Sciences, associate Professor Siberian Transport University (STU), e-mail:

The article examines the changes in consumer behavior associated with coronavirus, the characteristics of the behavior of the younger generation, the development and benefits of social networks, and their impact on consumer behavior.
Keywords: consumer behavior, values of the younger generation, social networks.

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Promotion of online courses in the business education market
Arzhanova K.A., PhD in psychology, associate Professor of the Department of service marketing and brand management State University of Management, e-mail:
SPIN-code: 1107-8360; Author ID: 1049964; Scopus Author ID: 57219991016;
Researcher ID (WoS): AAD-5909-2021; ORCID ID: 0000-0002-9785-5069
Bychkova S. G., Phd in economics, Professor, Professor of the Department of service marketing and brand management State University of Management, e-mail:
SPIN-code: 4497-9555; Researcher ID (WoS): D-2301-2019; 
ORCID ID: 0000-0001-7931-750Х
Dobroxodova A. G., Content Manager, Arnika Trading House, e-mail:
Kryuchkova G. A.,  Executive Director of LLC «MedKompleks A. V. K.», teacher of the Department of service marketing and brand management, State University of Management, e-mail:

The article discusses the features of the Russian system of additional education. The authors reveal the features of running your own business in the market of business education. The article describes the options for promoting online courses in the business education market. The functions of the content as the main factor influencing the success of the promotion are analyzed. Such content characteristics as virility are disclosed. Three main content promotion strategies are considered: community building, conversion strategy, and reach strategy. Traditional content promotion tools, as well as new promotion tools, are considered. In conclusion, the article presents new, most popular ways to promote online courses.
Keywords: online courses, business education, digital revolution, additional professional education, promotion.

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3. Gorshtein M. Sovremennyi marketing. – M.: Dashkov i Ko, 2017. – 404 s.
4.  Safuanov R.M., Lekhmus M.Iu., Golganov E.A. Tsifrovizatsiia sistemy obrazovaniia // Vestnik UGNTU. Nauka, obrazovanie, ekonomika. Ser.: Ekonomika. – 2019. – № 2 (28). – S. 108–113.
5.  Petrochenkov A., Novikov E. Idealnyi Landing Page. Sozdaem prodaiushchie veb-stranitsy. – SPb.: Piter, 2017. – 315 s.
6. TOP-10 luchshikh platform dlia sozdaniia i provedeniia onlain-obucheniia. T. Rudneva // Blog Skillbox. – 09.12.2019 [Elektronnyi resurs]. URL: obrashcheniia: 22.04.2021).
7.  Berdyshev S.N. Sekrety effektivnoi internet-reklamy: prakt. posobie. – M.: Dashkov i Ko, 2018. – 120 s.
8. Kennedi D., Uelsh-Fillips K. Zhestkii SMM. Vyzhat iz sotssetei maksimum. – M.: Alpina Pablisher, 2018. – 344 s.
9. Goriaev K. Iskusstvo prodvizheniia saita. Polnyi kurs SEO ot idei do pervykh klientov. – M.: Infra-Inzheneriia, 2017. – 268 s.
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The equestrian services market of the Volgograd region: development factors and target audience analysis
Nikolaeva E.S., master’s student Institute of Economics and Management 42.04.01 «Advertising and Public Relations» Volgograd State University, e-mail:
Mushketova N.S., Doctor of Economics, Head of the Marketing Department, Volgograd State University,  e-mail:
SPIN-code: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017; ORCID ID:

The article examines the market of equestrian sports services in the Volgograd region, as well as the factors affecting their consumption, and also analyzes the services from the point of view of the level of satisfied needs according to Maslow.
Keywords: equestrian sports, marketing of services, services, equestrian sports services, equestrian services market, promotion of services.

1.  Aleshchenko E.A. Malyi biznes v sfere uslug: verkhovaia ezda kak istochnik pribyli // Vestn. NGU. Ser.: Sotsialno-ekonomicheskie nauki. – 2009. – № 1 [Elektronnyi resurs]. URL:
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Transformation of marketing activities in the tourism industry in the context of the
coronavirus pandemic
Nesterova A.G.,  Candidate of Sciences (PhD in Sociology), Associate Professor at the Department of Marketing Volgograd State Univwrsity, e-mail:
SPIN-code: 5868-6966

The article discusses the features of transformation of marketing activities in the COVID pandemic conditions in the tourism sector of Russia. The main idea of the article is the possibilities of modern digitalization of the marketing development of the tourism sector in the context of restrictions and bans on leaving the country. It was revealed that the most efficient use of artificial intelligence is to analyze the consumer demand and needs of tourists, the formation of proposals and the organization of communication with customer travel agencies. The proposed recommendations are practical and contribute to the increase in marginality in the conditions of Covid-2019 restrictions.
Keywords: marketing strategy, tourist sector, digital transformation, artificial Intelligence, consumer demand, tourist marketing, creative content, on-line communications.

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2. Strategiia razvitiia turizma Rossiiskoi Federatsii na period do 2035 g., utverzhdena rasporiazheniem Pravitelstva RF ot 20.09.2019 № 2129-r. – S. 10 //Pravitelstvo Rossii [Elektronnyi resurs].URL: obrashcheniia: 11.04.2021).
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Analysis of foreign experience of digital–marketing in tourism and hospitality industries
Lidzhi-Goryaeva B.B., 2nd year graduate student of Financial university under the Government of Russian Federation, e-mail:

This article discusses the foreign experience of using digital tools, the main trends in the development of digital marketing in the tourism sector. Various problems that foreign tourism enterprises face are highlighted, especially considerable attention is paid to the problem of introducing innovative information technologies in small and medium-sized enterprises (SMEs). This article analyses various public and private projects, developed applications and platforms that contribute to the development of the tourism and hospitality industry.
Keywords: digital marketing, digital tools, e-commerce, business models, smart tourism, digitalization, online platforms, artificial intelligence, convergence.

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2. Podgotovka turisticheskogo biznesa k tsifrovomu budushchemu. Tendentsii i politika OESR v oblasti turizma na 2020 god // Biblioteka OESR [Elektronnyi resurs]. URL: (data obrashcheniia: 08.04.2021).
3. Leith С. Tourism trends: lifestyle developments and the links to solo tourism. – March 2020 [Elektronnyi resurs]. URL:–2019–0126/full/html (data obrashcheniia: 12.04.2021).
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6. Wu W. Analysis of Digital Tourism, Virtual Tourism and Wisdom Tourism // In book: Cyber Security Intelligence and Analytics. – March 2020. – DOI: 10.1007/978-3-030-43309-3_3.



Digital marketing and its evolution
Yahyokhonov N.B., basic doctoral student of Samarkand Institute of Economics and Service, e-mail:
ORCID ID: 0000-0002-1786-5057

The article is based on the emergence of digital marketing, its development and its role and importance in the conditions of the digital economy. It also covered the specific features of digital marketing and the theoretical issues of its use.
Keywords: marketing, digital marketing, digital economy, «Digital Uzbekistan – 2030», internet, Facebook.

1. Natsionalnaia baza dannykh zakonodatelstva Respubliki Uzbekistan [Elektronnyi resurs]. URL: (data obrashcheniia: 28.03.2021).
2. Yahyokhonov N. Digital marketing as a main factor of economic growth // Journal of Critical Reviews. – 7.17 (2020), 2895–2900. Print. DOI:10.31838/jcr.07.17.364.
3. Educational platform [Elektronnyi resurs]. URL: text=The%20term%20Digital%20Marketing%20was, this%20 information%20over%20the%20web (data obrashcheniia: 10.04.2021).
4. Macrotrends – The Premier Research Platform for Long Term Investors [Elektronnyi resurs]. URL: (data obrashcheniia: 29.03.2021).

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