MARKETING THEORY AND METHODOLOGY

Ecosystems in retail: a new stage in system formation or the collapse of traditional trade
Cheglov V.P., Doctor of Economics, Professor of Trade Policy Department of Plekhanov Russian University of Economics, е-mail: v.cheglov@mail.ru
SPIN-code: 1755-1018; ORCID: 0000-0001-9750-8473

The article is devoted to the analysis of the processes of transformation of trade organizations under the influence of digitalization of the economy and the sphere of consumption. The objective nature of the appearance of new forms of trade organization on the market, such as marketplaces and ecosystems, is proved. New concepts, their economic content and areas of application are analyzed. The ecosystem is considered as a phenomenon of the consumer market, which arose as a response to a change in the model of consumer consumption, the prospects for the development of a new form of organization in retail, the need for direction and regulation of its development in Russia.
Keywords: retail trade, digitalization, consumption model, innovation, transformation of a trade organization, marketplaces, ecosystems.

Sources
1. Gless R., Leikert B. Torgovlia 4.0. Tsifrovaia revoliutsiia v torgovle: strategii, tekhnologii, transformatsiia. – M.: Alpina Pablisher, 2018. – 346 s.
2. Cheglov V.P., Stoliarova A.N. Trendy i osobennosti razvitiia vnutrennei torgovli Rossii v usloviiakh permanentnogo ekonomicheskogo krizisa // Prakticheskii marketing. – 2019. – № 3. – S. 15–22.
3. Seifullaeva M.E., Cheglov V.P., Panasenko S.V. Problemy i perspektivy roznichnoi torgovli v Rossii: pervye itogi vliianiia pandemii i chto nas zhdet v obozrimom budushchem // Marketing v Rossii i za rubezhom. – 2021. – № 1. – S. 75–84.
4. Adizes I. Upravlenie zhiznennym tsiklom korporatsii. – M.: Piter, 2012. – 383 s.
5. Kaplan R., Norton D. Organizatsiia, orientirovannaia na strategiiu. Kak v novoi biznes-srede preuspevaiut organizatsii, primeniaiushchie sbalansirovannuiu sistemu pokazatelei. – M.: ZAO «Olimp-Biznes», 2010. – 392 s.
6. Cheglov V.P. Integratsiia torgovli v Rossii: teoriia i praktika: monografiia. – M.: Prospekt, 2016. – 176 s.
7. Cheglov V.P. Upravlenie formirovaniem i razvitiem integrirovannykh torgovykh sistem v Rossii: avtoref. dis. … d-ra ekon. nauk. – M.: REU im. G.V. Plekhanova, 2017.
8. Cheglov V.P. Innovatsionnyi riteil. Organizatsionnoe liderstvo i effektivnye tekhnologii: monografiia. – M.: ID «Forum», 2013. – 208 s.
9. Panasenko S.V., Ramazanov I.A. [et al.]. Improving the innovative development mechanism of the trade sector // Journal of Advanced Pharmacy Education and Research. – 2021. – Vol. 11. – No. 1. – Pp. 141–146.
10. Ramazanov I.A., Panasenko S.V. [et al.]. Retail Transformation under the Influence of Digitalisation and Technology Development in the Context of Globalisation.J. Open Innov. Technol. Mark. Complex. 2021, 7, 49.
11. Sait assotsiatsii kompanii internet-torgovli (AKIT) [Elektronnyi resurs]. URL: akit.ru/internet-torgovlya-v-rossii-2020/ (data obrashcheniia: 24.10.2021).
12. Berg N., Naits M. Amazone. Ot ofisa v garazhe do 10 mlrd doll. godovogo dokhoda. – M.: Eksmo, 2021. – 416 s.
13. Marketpleisy. Opredelenie. Tipy. Ploshchadki [Elektronnyi resurs]. URL: investprofit.info/marketplace/(data obrashcheniia: 25.10.2021).
14. Moore J.F. The Death of Competition: Leadership & Strategy in the Age of Business Ecosystems (angl.). – N.Y.: HarperBusiness, 1996. – 400 с.
15. Sedashov N. Kak rossiiskie kompanii stroiat ekosistemy: chto proiskhodit i chego ozhidat [Elektronnyi resurs]. URL: vc.ru/u/163530-nikolay-sedashov/105427-kak-rossiyskie-kompanii-stroyat-ekosistemy-chto-proishodit-i-chego-ozhidat (data obrashcheniia: 27.10.2021).
16. Ecosystem-driven portfolio strategy Building a portfolio of digital industrial solutions leveraging powerful business ecosystems [Elektronnyi resurs]. URL: www2.deloitte.com/us/en/insights/focus/industry-4–0/business-ecosystem-strategy.html (data obrashcheniia: 25.10.2021).
17. Chto takoe biznes-ekosistemy i zachem oni nuzhny // RBK [Elektronnyi resurs]. URL: trends.rbc.ru/trends/innovation/6087e5899a7947ed35fdbbf3 (data obrashcheniia: 25.10.2021).

Marketing aspects of the implementation of socio-economic policy in the sustainable development of Russian regions
Bondarenko V.A., doctor of Economics, associate Professor, head of the Department of marketing and advertising, Rostov state University of Economics (RINH), e-mail: b14v@yandex.ru
SPIN-code: 4377-1651; Author ID: 187222; Scopus Author ID: 57193857639; orcid.
org/0000-0003-2921-7548
Voronov A.A., Doctor of Economics, Associate Professor, Professor of the Department of Logistics and Commercial Work, St. Petersburg State University of Railway Engineering, e-mail: a.voronov@mail.ru
SPIN-code: 2984-8833; Author ID: 643548; orcid.org/0000-0001-8505-7345
Poluyanova N.V., Senior Researcher at the Laboratory of Spatial Economics of the Belgorod State National Research University, e-mail: nvpolyan@gmal.com
orcid.org/0000-0003-2978-9124

The article examines the relevance of territorial marketing as a management concept in the sustainable development of regions. Attention is focused on the need to follow economic, environmental and social effects when coordinating the interests of consumers and the territory. The existing approaches to understanding territorial marketing and assessing the indicators of sustainable development of the region are analyzed. It is concluded that the existing approaches to sustainability in the region are not universal, in practice there is no coordination of social, environmental and economic effects in the regions.
Keywords: territorial marketing, management, region, sustainable development.

Sources
1. Pavlenko N.I., Kobrin V.B., Fedorov V.A. Istoriia SSSR s drevneishikh vremen do 1861 goda / pod red. N.I. Pavlenko. – M.: Prosveshchenie, 1989. – 559 s.
2. Bondarenko V.A., Romanishina T.S. Territorialnyi marketing v razvitii sotsialno-infrastrukturnykh proektov v regione: monografiia / V.A. Bondarenko, T.S. Romanishina. – Rostov n/D: Izd.-poligr. kompleks Rost. gos. ekon. un-ta (RINKh), 2021. – 238 s.
3. Skorobogatykh I., Maslova D., Musatova Zh. Marketingovoe upravlenie ustoichivym razvitiem territorii [Elektronnyi resurs]. URL: marketologi.ru/docs/news/2015/Market%20upr%20territ_Skorobogatyh.pdf (data obrashcheniia: 28.10.2021).
4. Anokhin E.V. Regionalnyi marketing: teoriia i praktika // Ekonomicheskii analiz: teoriia i praktika. – 2013. – № 8 (311) [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/regionalnyy-marketing-teoriya-i-praktika (data obrashcheniia: 28.10.2021).
5. Porfirev B.N., Shirov A.A., Uziakov M.N., Gusev M.S., Shokin I.N. Osnovnye napravleniia sotsialno-ekonomicheskogo razvitiia v 2020–2024 gg. i na period do 2035 g. // Problemy prognozirovaniia. – 2020. – № 3 (180) [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/osnovnye-napravleniya-sotsialno-ekonomicheskogo-razvitiya-v-2020–2024-gg-i-na-period-do-2035-g (data obrashcheniia: 28.10.2021).
6. Bondarenko V.A., Guzenko N.V., Romanishina T.S. Marketing prostranstvennogo vzaimodeistviia v sotsialno-infrastrukturnom razvitii territorii // Vestn. Iuzh.-Ros. gos. tekhn. un-ta (NPI). Ser.: Sotsialno-ekonomicheskie nauki. – 2021. – T. 14. – № 3. – S. 116–125.
7. Lukina A.V. Mekhanizm ekologicheskogo marketinga v upravlenii ustoichivym razvitiem regionov – a marketingovoe li eto delo? // Drukerovskii vestnik. – 2019. – № 3. – S. 336–350.
8. Antonov V.N. Strukturno-soderzhatelnaia model sistemy marketinga territorii kak napravleniia sotsialno-ekonomicheskoi politiki gosudarstva // Vestn. RUDN. Ser.: Ekonomika. – 2021. – T. 29. – № 2. – S. 384–401.
9. Ovsiannikova A., Sokolova I. Rol regionalnogo marketinga v povyshenii investitsionnoi privlekatelnosti regiona // Internet-zhurnal «Naukovedenie». – 2015. – T. 7. – № 5.
10. Voronin V., Tselykh T. Marketing territorii: teoreticheskie podkhody // Problemy sovremennoi ekonomiki. – 2011. – № 4 (40).
11. Frolov D. Marketingovyi podkhod k upravleniiu prostranstvennym razvitiem // Prostranstvennaia ekonomika. – 2013. – № 2.
12. Angelina I., Solodskii E. Teoreticheskie aspekty i osobennosti marketinga territorii // Torgovlia i rynok. – 2017. – T. 2. – № 3. – S. 50–56.
13. Kotler F., Asplund K., Rein I., Khaider D. Privlechenie investitsii, predpriiatii, zhitelei i turistov v goroda, kommuny, regiony i strany Evropy. – SPb.: Stokgolmskaia shkola ekonomiki, 2005.
14. Maltsev A.A., Mordvinova A.E. Amerikanskaia model revitalizatsii staropromyshlennykh regionov // Vestn. Ros. un-ta druzhby narodov. Ser.: Ekonomika. – 2018. – T. 26. – № 1. – S. 76–88.
15. Maltsev A.A., Mordvinova A.E. Restrukturizatsiia staropromyshlennykh regionov Evropy: opyt i problemy // Upravlenets. – 2016. – № 3 (61). – S. 8–13.
16. Zaitseva A.I., Brel O.A., Kaizer F.Iu. Analiz opyta sokhraneniia i redevelopmenta obieektov industrialnogo naslediia // Obshchestvo. Sreda. Razvitie. – 2018. – № 4. – S. 77–82.
17. Zaitseva A.I. Kontseptsiia formirovaniia klasternoi politiki i sozdaniia turistsko-rekreatsionnogo klastera v Kemerovskoi oblasti // Turizm: ekonomika i pravo. – 2015. – № 2. – S. 20–24.
18. Romanishina T.S. Turisticheskie magnity Maloi Rodiny kak novyi instrument prodvizheniia territorii v epokhu tsifrovizatsii // Marketing v tsifrovoi ekonomike: teoriia i praktika: kol. monografiia / pod red. d.e.n., dotsenta V.A. Bondarenko. – M., 2020. – 247 c. – S. 234–244.
19. Bondarenko V.A., Romanishina T.S. Turistskie «magnity» maloi rodiny v aktivizatsii molodezhnogo turizma v prodvizhenii territorii v rossiiskikh usloviiakh // Prakticheskii marketing. – 2020. – № 6 (280). – S. 28–34.
20. Sammit OON po ustoichivomu razvitiiu, sent. 2015 g. [Elektronnyi resurs]. URL: un.org/sustainabledevelopment/ru/sustainable-development-goals/(data obrashcheniia: 28.10.2021).
21. Osnovy gosudarstvennoi politiki v oblasti ekologicheskogo razvitiia Rossiiskoi Federatsii na period do 2030 goda (utv. Prezidentom RF 30.04.2012) [Elektronnyi resurs].
URL: consultant.ru/document/cons_doc_LAW_129117) (data obrashcheniia: 28.10.2021).
22. Mirzekhanova Z.G. Ekologicheskie aspekty sovremennogo razvitiia dalnevostochnykh regionov v formate modeli «zelenoi ekonomiki» // Regionalnaia ekonomika: teoriia i praktika. – 2018. – T. 16. – Vyp. 6. – S. 1082–1096.

Environmental marketing in the modern business model of enterprise development
Zimina T.V., Ph. D., Professor of The Department global economy and foreign economic activity Ural State University of Economics, e-mail: zimina1964@ yandex.ru
SPIN-code: 1714-5870

The article reveals the content of environmental marketing, which in modern conditions is a new business strategy of socially responsible corporations. The article substantiates the need to introduce new functions of work in the activities of marketing departments, which will allow to intensify the work in creating an environmentally safe environment.
Keywords: social and ethical marketing, environmental marketing, environmental needs, environmental products.

Sources
1. Model Forrestera i Medouza [Elektronnyi resurs]. URL:  Newinspire.ru>… po… model… forrestera (data obrashcheniia: 15.04.2021).
2. [Elektronnyi resurs]. URL: www scientifically.info/news/2017-1-08-3287 (data obrashcheniia: 10.09.2021).
3. [Elektronnyi resurs]. URL: https//www halal-eko.ru/voprosy/plastic-problema.html (data obrashcheniia: 15.04.2021).
4. Romanov A.N. Marketing: uchebnik / A.N. Romanov, Iu.Iu. Korliugov, S.A. Krasilnikov i dr. / pod red. A.N. Romanova. – M.: Banki i birzhi; IuNITI, 1996. – 560 s.
5.  [Elektronnyi resurs]. URL: uchebnikfree.com/ekologicheskiy-menedjment_1361/tema-tseli-zaachinapravleniea-razvitiya-63784.html (data obrashcheniia: 20.10.2021).
6. Osovtsev V.A. Sushchnost i problematika ispolzovaniia marketingovykh innovatsii v usloviiakh nizkogo potentsiala rosta rossiiskoi ekonomiki // Vestn. Rost. gos. un-ta (RINKh). – 2013. – № 3 (43). – S. 51–58.
7. [Elektronnyi resurs]. URL: ru/Wikipedia.org/wiki/SPLAT (data obrashcheniia: 06.09.2021).
8. [Elektronnyi resurs]. URL: idea.ru/creative/page/37774/ (data obrashcheniia: 09.09.2021).
9. Novikov A. Zolotoi prirodopolzovatel // Ekspert-Ural. – 2018. – 9–15 apr. – № 14–15.
10. [Elektronnyi resurs]. URL: ecovestnik.ru/index php/2013-07-07-02-13-50/nashi-publikacii/2324-istinno (data obrashcheniia: 30.09.2021).
11. [Elektronnyi resurs]. URL: spravochnick.ru/marketing/ekologicheskiy_marketing_kak novaya_biznes-model/(data obrashcheniia: 15.02.2021).

Research on the definition of the term «online store»
Bezpalko L.V., master's degree in economics, Graduate of the department of commercial activity and real estate market, Belarusian State Economic University, e-mail: bezpalko0@mail.ru
ORCID ID: 0000-0002-1184-2022

In this article, the author examines the definition of the term «online store»: in the legislation of the Republic of Belarus and modern scientific literature. The key determinants and shortcomings of the presented approaches to the essence of the definition of the term are highlighted, the author's position and its arguments are presented. The possibility of clarifying the definition of «Internet-shop» enshrined in the Law of the Republic of Belarus «On State Regulation of Trade and Public Catering» № 128–3 of January 8, 2014 is justified. (revised on 08.07.2021).
Keywords: online store, definition of the term, the key determinant, information resource, Web-site, website, order formation, retail, distance form of selling goods.

Sources
1. Internet-magazin // Vikipediia [Elektronnyi resurs]. URL: ttps://ru.wikipedia.org/wiki/%D0%98%V0%IV%V1%82%V0%I5%V1%80%V0%IV%V0%I5%V1%82-%V0%IS%V0%I0%V0%I3%V0%B0%D0%B7%D0%B8%D0%BD (data obrashcheniia: 08.10.2021).
2. Esmagambetov T.U., Esmagambetova M.M. Razrabotka web-interfeisa dlia dostupa k dannym kompanii // Nauchnyi almanakh. – 2018. – № 3-2 (41). – S. 29–33.
3. Vailunova Iu.G., Potashev A.A. Internet-marketing: konspekt lektsii. – Vitebsk: UO VGTU, 2018. – 60 s.
4. Kucherenko V.V. Internet-marketing: posobie dlia studentov. – Minsk: Akad. pri Prezidente Resp. Belarus, 2020. – 95 s.
5. Asimovich M.N. Kak otkryt internet-magazin: poshagovaia instruktsiia [Elektronnyi resurs]. URL: ilex-private.ilex.by/view-document/BEPBI/82663/ (data obrashcheniia: 28.08.2021).
6. Makhmutov Sh.R., Akimov A.A., Galiaskarova G.R. Ispolzovanie IT-tekhnologii dlia vedeniia biznesa // COLLOQUIUM-JOURNAL. – 2017. – № 11–1 (11). – S. 49–50.
7. Krasulia E.V. Pravovoi status internet-magazina // Nauka i sovremennost. – 2017. – № 2 (12). – S. 24–28.
8. Valueva E.A., Valuev K.V. Pravila sozdaniia i oformleniia saita kak ploshchadki dlia internet-torgovli // E-SCIO. – 2019. – № 5 (32). – S. 589–599.
9. Zagumenova P.P., Zlobina E.Iu. Rol i znachenie internet-tekhnologii v sovremennom biznese // Sotsialno-ekonomicheskoe upravlenie: teoriia i praktika. – 2020. – № 3 (42). – S. 3–9.
10. Afanasev M.G. Internet-magazin kak instrument elektronnoi kommertsii//Nauka i sovremennost. – 2017. – № 1 (11). – S. 128–134.
11. Kandaurova I.R. Osobennosti sovremennykh internet-magazinov // Voprosy sovremennoi nauki: problemy, tendentsii i perspektivy: mater. III Mezhdunar. nauch.-prakt. konf. Novokuznetsk, 5–6 dekabria 2019 g. – Ulianovsk: Izd-vo «Zebra», 2019. – S. 161–165.
12. Iurasov A.V. Osnovy elektronnoi kommertsii: uchebnik. – 2-e izd., pererab. i dop. – M.: Goriachaia liniia–Telekom, 2017. – 500 s.
13. Kulakova A.Iu. Strategiia menedzhmenta internet-magazina // Vestnik sovremennykh issledovanii. – 2017. – № 6–1 (9). – S. 217–219.
14. Timoshchuk O.A., Saidaliev E.S., Veteranova D.S. Analiz osnovnykh kharakteristik i vozmozhnostei populiarnykh internet-magazinov // Informatsionno-kompiuternye tekhnologii v ekonomike, obrazovanii i sotsialnoi sfere. – 2020. – № 4 (30). – S. 76–84.
15. Ulianova N.D., Poprygo D.P. Internet-magazin kak resurs formirovaniia informatsionnoi sredy predpriiatiia // Vestnik obrazovatelnogo konsortsiuma «Srednerusskii un-t». Informatsionnye tekhnologii. – 2017. – № 1 (9). – S. 7–12.
16. Vishniakov V.A. Osnovy elektronnoi kommertsii: ucheb. posobie. – Minsk: UO VGKS, 2014. – 265 s.
17. Kargina L.A., Lebedeva S.L., Seslavina E.A. Elektronnyi biznes: ucheb. posobie. – M.: FGBU DPO «Ucheb.-metod. tsentr po obrazovaniiu na zh/d transporte», 2017. – 194 s.
18. Liudvichenko A.A. Servis-orientirovannyi podkhod k arkhitekture internet-magazina // Voprosy nauki i obrazovaniia. – 2017. – № 7 (8). – S. 24–28.
19. Kilimova L.V., Vorobev E.A. Internet-torgovlia kak novaia forma organizatsii ekonomicheskoi funktsii potrebitelia // Izv. Iugo-Zap. gos. un-ta. Ser.: Ekonomika. Sotsiologiia. Menedzhment. – 2019. – № 9 (5). – S. 161–172.
20. Gavrilov L.P. Elektronnaia kommertsiia: uchebnik i praktikum dlia bakalavriata i magistratury. – 2-e izd., dop. – M.: Izd-vo «Iurait», 2018. – 433 s.
21. Klimchenia L.S., Zapolskii A.V. Elektronnye torgovye ploshchadki kak instrument vovlecheniia v elektronnuiu torgovliu // Vesti Instituta predprinimatelskoi deiatelnosti. – 2020. – № 1 (22). – S. 59–65.
22. Strukturnaia biznes-analitika [Elektronnyi resurs]. URL: belstat.
gov.by/metodologiya/metodologicheskie-polozheniya-po-statistike/(data obrashcheniia: 16.10.2021).
23. Lisovskaia I.A., Marchenko M.A. Internet-magazin: virtualnaia organizatsiia ili realnyi biznes? // Innovatsionnoe razvitie ekonomiki. – 2012. – № 1 (7). – S. 25–27.
24. Zakon Respubliki Belarus ot 08.01.2014 № 128-Z (red. ot 08.07.2021) [Elektronnyi resurs]. URL: pravo.by/document/?guid=3871&p0=h11400128 (data obrashcheniia: 08.10.2021).

MARKETING TECHNOLOGIES

The impact of modern technologies on the customer orientation of companies
Orlova M.V., PhD (econ), Associate professor of Marketing, «Higher School of Brand Management» IFUR RANEPA, Moscow, Russia, e-mail: rubinkaira35@mail.ru
SPIN-code: РИНЦ 5252-5987; Researcher ID: D-1544-2019; ORCID ID: 0000-0002-3971-6570
Orlov V.V., HR-consultant, teacher of the Faculty of Additional Education of the Plekhanov REU, e-mail: orlov.personal@yandex.ru
SPIN-code: РИНЦ 5003-1763
Silina S.A., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: marketinguslug@yandex.ru
SPIN-code: РИНЦ 4209-8592; Researcher ID: D-2098-2019; ORCID ID: 0000-0003-3180-9390

The article substantiates the positive impact of the use of artificial intelligence and immersive technologies on the customer orientation of the company. The main advantages of implementing technologies at all stages of interaction with the client are identified.
Keywords: customer orientation, artificial intelligence, virtual reality, augmented reality.

Sources
1. Barents A. What is customer orientation? [Elektronnyi resurs]. URL: effectory.com/knowledge/what-is-customer-orientation/(data obrashcheniia: 29.07.2021).
2. Hyland J. Scaling Human Interaction in Customer Experience. Harvard Business Review Analytical Services. – 2018 [Elektronnyi resurs]. URL: s3.amazonaws.com/media.mediapost.com/uploads/HBRon24.pdf (data obrashcheniia: 29.07.2021).
3. Lui Kevin. Mark Cuban Says This Is Where the World’s First Trillionaires Will Emerge. – 2017 [Elektronnyi resurs]. URL: fortune.com/2017/03/14/mark-cuban-sxsw-first-trillionaire-ai/(data obrashcheniia: 29.07.2021).
4. Morgan B. 3 Use Cases of Artificial Intelligence for Customer Experience. – 2018 [Elektronnyi resurs]. URL: forbes.com/sites/blakemorgan/2018/08/01/3-use-cases-of-artificial-intelligence-for-customer-experience/#1f084b6e5e34 (data obrashcheniia: 29.07.2021).
5. Iskusstvennyi intellekt – effektivnaia i odnovremenno opasnaia tekhnologiia. Osoznaet li obshchestvo i biznes riski i preimushchestva [Elektronnyi resurs]. URL: everest.ua/ru/yskusstvennyj-yntellekt-effektyvnaya-y-odnovremenno-opasnaya-tehnologyya-osoznayut-ly-obshhestvo-y-byznes-rysky-y-preymushhestva-a/(data obrashcheniia: 29.07.2021).
6. Jeffs V. Artificial Intelligence and Improving Customer Experience. Pegasystems [Elektronnyi resurs]. URL: www1.pega.com/system/files/resources/2018–08/AI–Improving- Customer-Experience.pdf (data obrashcheniia: 29.07.2021).
7. Schmitt B.  Experiential marketing // Journal of Marketing Management. – 1999. – Vol.  15. – No. 1–3. – Pp. 53–67.
8. Goodman E.P. Stealth marketing and editorial integrity. – 2006. – Vol. 85. – P. 83 [Elektronnyi resurs]. URL: researchgate.net/publication/228186022_Stealth_Marketing_and_Editorial_Integrity (data obrashcheniia: 29.07.2021).
9. Donald J.W. The ‘Blood on the Stacks’ ARG: Immersive Marketing Meets Library New Student Orientation. – 2008 [Elektronnyi resurs]. URL: digitalcommons.trinity.edu/cgi/viewcontent.cgi?article=1048&context=lib_faculty (data obrashcheniia: 29.07.2021).
10. Immersive technologies: From novelty to utility [Elektronnyi resurs] URL: accenture.com/us-en/insights/interactive/immersive-technologies (data obrashcheniia: 29.07.2021).

MARKETING RESEARCH

Participation of «green» businesses in sustainable public procurement
Kozhevina O.V., Doctor of Economics, Professor of M.V.N.E. Bauman, expert of the Trade and Industrial Board of the Russian Federation, Member of the Russian Business Ethics Network, e-mail: ol.kozhevina@gmail.com
SPIN-code: 6696-6538; Author ID: 346023; ID РИНЦ: 346023; Scopus ID: 57190430404; Researcher ID: R-9605-2017; ORCID: 0000-0001-5347-2253

The article was prepared with the financial support of the RFBR grant No. 20-010-00182.

The article presents the results of a study on the transformation of consumption and production models, taking into account the modern doctrine of sustainable development, as well as the inclusion of «green» entrepreneurship entities in the system of sustainable public procurement. The features of the profiles of consumers of environmentally friendly products are revealed. The analysis and comparison of the content of sustainable and «green» procurement based on the international practice of the EU and OECD countries, which are implementing them at the level of national contractual systems. It is substantiated that the inclusion of sustainable public procurement in the contractual system of the Russian Federation will contribute to the motivation of the subjects of the «green» markets emerging at this stage to participate in public procurement. The problems of the development of sustainable procurement in Russia are identified, especially attention is paid to environmental labeling and the requirements for the conclusion of contracts for state and municipal needs under the Federal Law on Procurement (44-FZ). To identify potential participants in sustainable public procurement, a statistical survey of industry dynamics was carried out for Russian organizations introducing environmental innovations in production processes.
Keywords: «green» economy, «green» entrepreneurship, sustainable public procurement, responsible consumption and production, sustainable development goals.

Sources
1. Jaiswal D., Kaushal V., Singh P.K. and Biswas A. Green market segmentation and consumer profiling: a cluster approach to an emerging consumer market // Benchmarking: An International Journal. – 2021. – Vol. 28. – No. 3. – Pp. 792–812.
2. Schill M. and Godefroit-Winkel D. Consumer segments in the smart environmental objects market // Journal of Consumer Marketing. – 2019. – Vol. 36. – No. 2. – Pp. 317–327.
3. Environmental Procurement Practice Guide. UNEP Procurement Services Office. Quality Assurance and Professionalisation Unit. – 2008. – 23 р.
4. A guide to environmental labels for Procurement Practitioners of the United Nations System. UNOPS, 2009. – 38 p. ungm.org/Areas/Public/Downloads/Env_Labels_Guide.pdf (data obrashcheniia: 27.10.2021).
5. Shadrina E.V., Rodionova I.V. Gosudarstvennye zakupki dlia ustoichivogo razvitiia: mezhdunarodnyi opyt // Voprosy gosudarstvennogo i munitsipalnogo upravleniia. – 2017. – № 1. – S. 149–172.
6. Palmujoki A., Parikka-Alhola K., Ekroos A. Green Public Procurement: Analysis on the Use of Environmental Criteria in Contracts. Rev. Eur. Community Int. Environ. Law 2010, 19. – Pр. 250–262. researchgate.net/publication/229863246_Green_Public_Procurement_Analysis_on_the_Use_of_Environmental_Criteria_in_Contracts (data obrashcheniia: 22.10.2021).
7. Sustainable public procurement from rhetoric to practice. Dispelling myths and exploring effective solutions. A case study from Sweden. Version  1.1. – March 2016. Layout: TCO Development. – 25 p.
8. Udelnyi ves organizatsii, osushchestvliavshikh ekologicheskie innovatsii v otchetnom godu, v obshchem chisle obsledovannykh organizatsii, po vidam ekonomicheskoi deiatelnosti. rosstat.gov.ru/folder/14477 (data obrashcheniia: 23.10.2021).
9. Kozhevina O.V. Vliianie instituta intellektualnoi sobstvennosti na patentnuiu aktivnost «zelenogo» predprinimatelstva s ispolzovaniem sotsialno-ekologicheskikh printsipov // Kopirait. – 2021. – № 3. – S. 13–26.
10. Indikatory innovatsionnoi deiatelnosti: stat. sb. / pod red. L.M. Gokhberga. – M.: NIU VShE, 2021. – 282 s.
11. Procurement Manual. UNOPS (rus. Upravlenie OON po obsluzhivaniiu proektov). Revision 6.1. – 2019. – 188 p.

The specifics of conducting research on the study of consumers' perception of perfumery products
Ivanova V.A., the docent 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: briard.victoria@gmail.com
SPIN-code: 7526-8088; Author ID: 753791
Kotova A.A., graduate student, the Russian Presidential Academy of National Economy and Public Administration under the President of the Russian Federation,
e-mail: kotova-aa@ranepa.ru
SPIN-code: 8427-5143

This article discusses the specifics of conducting qualitative research that reveals the attitude of respondents to the tested perfume products. The peculiarities of the preparation and conduct of such studies, the selection and screening of respondents are taken into consideration.
Keywords: marketing, in-depth interview, focus group, screener, perfume, olfactory pyramid, fragrance, blind testing, open testing, moderator, recruiter.

Sources
1. Svistushkin V.M. Pochemu pri koronaviruse narushaetsia slukh, obonianie, vkus i kak ikh vernut [Elektronnyi resurs]. URL: sechenov.ru/pressroom/news/valeriy-svistushkin-rasskazal-o-mekhanizmakh-poteri-obonyaniya-pri-covid-19/ (data obrashcheniia: 20.08.2021).
2. Veb-sait «VseOprosy.ru» [Elektronnyi resurs]. URL: vseoprosy.ru/ (data obrashcheniia: 15.08.2021).
3. Veb-sait «Fragrantika.ru» [Elektronnyi resurs]. URL: fragrantica.ru/ (data obrashcheniia: 18.08.2021).
4. Onlain-entsiklopediia parfiumerii La parfumerie [Elektronnyi resurs]. URL: laparfumerie.org/ (data obrashcheniia: 28.10.2021).
5.  Korpusenko M.A. Kak pravilno vybirat nishevye aromaty: sovety insaidera [Elektronnyi resurs]. URL: vogue.ua/article/beauty/parfyum/kak-pravilno-vybirat-nishevoy-aromat-sovety-insaydera.html (data obrashcheniia: 26.08.2021).
6. Veb-sait News.ru [Elektronnyi resurs]. URL: news.ru/ (data obrashcheniia: 18.08.2021).
7. Veb-sait Lancome [Elektronnyi resurs]. URL: lancome.ru/beauty-mag/selektivnaya-parfyumeriya (data obrashcheniia: 24.08.2021).

MARKETING COMMUNICATIONS

Using humorical tools in marketing promotion of goods and services
Dolgopolov D.V., PhD in Economics, Associate Professor of Chair of Advertising and PR, State University of Management, Moscow, e-mail: dolgopolovguu@gmail.com
SPIN-код: 9298-9851; Author ID: 989072; Scopus Author ID: 57220954522; ORCID ID: 0000-0001-9179-0076
Rybakova K.A., Student of Chair of Advertising and PR, State University of Management, Moscow, e-mail: kirundel2013@yandex.ru

The article aims to study humor as a marketing tool, the main humoristic trends to promote various goods and services in the B2C market, as well as the effectiveness of its use. The article identifies the main audience interaction features with various brands through humorous advertising content using the analysis of Russian and foreign sources. The article concludes that the use of humor in marketing is important tool for promotion and target audience of various goods and services.
Keywords: humorous advertising, marketing promotion, meme marketing, positioning, consumer perception.

Sources
1. Estela Núñez-Barriopedro, Klaudia Goralczyk Klusek, Luis Tobar-Pesántez. The effectiveness of humor in advertising: analysis from an international scope // Academy of Strategic Management Journal. – 2019. – No. 18-4 [Elektronnyi resurs]. URL: abacademies.org/articles/the-effectiveness-of-humor-in-advertising-analysis-from-an-international-scope-8419.html (data obrashcheniia: 17.10.2021).
2. What Consumers Want In Advertising // Clutch.co [Elektronnyi resurs]. URL: clutch.co/agencies/resources/what-consumers-want-in-advertising (data obrashcheniia: 17.10.2021).
3. 7 in 10 Consumers Believe Funny Ads Spur Better Product Recall // Marketingcharts.com [Elektronnyi resurs]. URL: marketingcharts.com/advertising-trends/creative-and-formats-25911 (data obrashcheniia: 17.10.2021).
4. Humor, Purchase Intent Said Unrelated In TV Advertising // Marketingcharts.com [Elektronnyi resurs]. URL: marketingcharts.com/television-22660 (data obrashcheniia: 17.10.2021).
5. Abdullaeva M.M. Vozmozhnosti iumora kak reguliatora stressa // Prikladnaia iuridicheskaia psikhologiia. – 2009. – № 4. – S. 117–128 [Elektronnyi resurs]. URL: cyber-leninka.ru/article/n/vozmozhnosti-yumora-kak-regulyatora-stressa/viewer (data obrashcheniia: 17.10.2021).
6. Margherita Dore. Intertextuality and failed taboo humour in advertising // The European Journal of Humour Research. – 2020. – No. 8-3 [Elektronnyi resurs]. URL: europeanjournalofhumour.org/ejhr/article/view/469 (data obrashcheniia: 17.10.2021).
7. James M. Barry, Sandra S. Graça. Humor effectiveness in social video engagement // Journal of Marketing Theory and Practice. – 2018. – No. 26:1-2. – Pp. 158–180 [Elektronnyi resurs]. URL: 10.1080/10696679.2017.1389247
8. TV ad for Panda cheese: «Never say no to panda cheese». Reklamnyi rolik // Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=jzGv7nWWkDw (data obrashcheniia: 17.10.2021).
9. Osobennosti reklamy iuvelirnykh izdelii // rwr.ru [Elektronnyi resurs]. URL: rwr.ru/news/archive/archive_19389.html (data obrashcheniia: 17.10.2021).
10. Kenzo World. Рекламный ролик // Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=NoMqvniiEkk (data obrashcheniia: 17.10.2021).
11. Mir bez zolota. Reklama dlia iuvelirnoi kompanii «Zolotoi telets» // Dvaslova.com [Elektronnyi resurs]. URL: dvaslova.com/services/reklama/zolotoi-telets-advert/(data obrashcheniia: 17.10.2021).
12. Volkswagen: Think small – «Mysli skromnei» // tgraph.io [Elektronnyi resurs]. URL: tgraph.io/Volkswagen-Think-Small – Mysli-skromnej-08–14 (data obrashcheniia: 17.10.2021).
13. Funny dog imitates a golf 7. Volkswagen. Reklamnyi rolik // Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=GCIOT3MLnIw (data obrashcheniia: 17.10.2021).
14. Reklama Ekzoderil – «Kosmonavt – palets». Reklamnyi rolik // Youtube. com [Elektronnyi resurs]. URL: youtube.com/watch?v=RW2BhpMONm4 (data obrashcheniia: 17.10.2021).
15. Samaia nelovkaia reklama goda // Marketing.by [Elektronnyi resurs]. URL: mar-keting.by/novosti-rynka/samaya-nelovkaya-reklama-goda/ (data obrashcheniia: 17.10.2021).
16. «Ty chto, bolnaia?». Reklamnyi rolik // Youtube.com [Elektronnyi resurs].  URL: youtube.com/watch?v=ZKTaQxOYTr0 (data obrashcheniia: 17.10.2021).
17. 7 in 10 Consumers Believe Funny Ads Spur Better Product Recall // Marketingcharts.com [Elektronnyi resurs]. URL: marketingcharts.com/advertising-trends/creative-and-formats-25911 (data obrashcheniia: 17.10.2021).
18. Zhenshchina ili shkura: seksistskaia reklama prezervativov VIZIT vozmutila polzovatelei // sostav.ru [Elektronnyi resurs].  URL: sostav.ru/publication/seksistskaya-reklama-prezervativov-vizit-vozmutila-polzovatelej-sotssetej-38649.html (data obrashcheniia: 17.10.2021).
19. Kampaniia Reebok #nivkakieramki vyvela iz sebia runet // adindex.ru [Elektronnyi resurs]. URL: adindex.ru/news/creative/2019/02/7/269783.phtml (data obrashcheniia: 17.10.2021).
20. Anglichan oskorbila reklama sportzala o pokhishchaiushchikh samykh tolstykh liudei prisheltsakh // lenta.ru [Elektronnyi resurs]. URL: lenta.ru/news/2016/04/04/they_arrive/ (data obrashcheniia: 17.10.2021).
21. Harvey Nichols – Over Exitement // adsoftheworld.com [Elektronnyi resurs]. URL: adsoftheworld.com/media/outdoor/harvey_nichols_over_excitement_woman_1 (data obrashcheniia: 17.10.2021).
22. MOVE – Savant. Reklamnyi rolik // Youtube. com [Elektronnyi resurs]. URL: youtube.com/watch?v=LRLPbu9GeR4 (data obrashcheniia: 17.10.2021).
23. Muiti-mode Moustache: Lenovo YOGA 900. Reklamnyi rolik // Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=0NMk48aTL4M&feature=youtu.be (data obrashcheniia: 17.10.2021).
24. Mother`s Day for HM «The Queen»: a royal home video – The Body Shop. Reklamnyi rolik // Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=OHzNL9lbBqc (data obrashcheniia: 17.10.2021).
25. The Jason Alexander Hoodie Super Bowl Commercial – Tide. Reklamnyi rolik // Youtube. com [Elektronnyi resurs]. URL: youtube.com/watch?v=YvjuL6Bci6M (data obrashcheniia: 17.10.2021).
26. Netolerantnaia reklama brendov i reaktsiia auditorii. Flora // Vc.ru [Elektronnyi resurs]. URL: vc.ru/marketing/19443-problem-ad (data obrashcheniia: 17.10.2021).
27. Magnifique: A Father’s Day Gift Dad Bod – Dollar Shave Club. Reklamnyi rolik //Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=3A7eQshM90c (data obrashcheniia: 17.10.2021).
28. Trailer Assist by Volkswagen. Reklamnyi rolik // Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=Pkeiv7hZy_Y youtube.com/watch?v=EIq6dAJSwjM (data obrashcheniia: 17.10.2021).
29. Funny commercial – suicide bomber in a VW Polo Commercial. Reklamnyi rolik // Youtube.com [Elektronnyi resurs]. URL: youtube.com/watch?v=kyPx35RX2kI (data obrashcheniia: 17.10.2021).

MARKETING FOR NON-PRODUCTIVE SPHERE

Innovative activities in product retail on the example of VkusVill company
Kudinov А.А., student of the Faculty of Engineering Business and Management of the Department of Innovative Entrepreneurship Moscow State Technical University N.E. Bauman, Moscow, Russia, е-mail: kudinArrow@yandex.ru
ORCID: 0000-0003-1342-2272
Ryapolov А.S., student of the Faculty of Engineering Business and Management of the Department of Innovative Entrepreneurship Moscow State Technical University N.E. Bauman, Moscow, Russia, е-mail: alexxaveli@gmail.com
ORCID: 0000-0002-2735-3936
Rebrikova N.V., Associate professor, Candidate of Economic Science Financial University under the Government of the Russian Federation, Moscow, Russia, е-mail: rebrikovanv@mail.ru
SPIN-code: 1189-4223; ORCID: 0000-0001-7280-7178

This article analyzes the internal and external factors that allowed the largest representative of health food stores, VkusVill, to occupy a significant share in the Russian retail market. The marketing strategies of the company, which allowed it to achieve success, are investigated. Its innovativeness is explained. The activity of «VkusVilla» is considered in terms of compliance with the ESG (Environmental, Social, Governance) methodology – namely, how the company influences the maintenance of the environment, the development of society and the involvement of employees in key business processes. In what directions VkusVill strives to grow is being studied.
Keywords: Grocery retail, proper nutrition, marketing strategies, innovation, ESG methodology.

Sources
1. Ofitsialnyi sait kompanii «VkusVill» [Elektronnyi resurs]. URL: vkusvill.ru/(daty obrashcheniia: 25.03.2021, 13.05.2021, 20.05.2021).
2. Kak ustroen biznes seti «VkusVill»: issledovanie Inc., 2019 g. [Elektronnyi resurs]. URL: incrussia.ru/understand/kak-ustroen-biznes-seti-vkusvill-issledovanie-inc/ (data obrashcheniia: 01.04.2021).
3. Svezhaia ideia: kak osnovatel «VkusVilla» priuchil moskvichei k zdorovoi ede // RBK,  2016 g. [Elektronnyi resurs]. URL: google.ru/amp/s/amp.rbc.ru/rbcnews/magazi.. (data obrashcheniia: 01.04.2021).
4. Rol saita v internet-marketinge // Internet-portal spravochnik.ru [Elektronnyi resurs]. URL: spravochnick.ru/marketing/internet-marketing/rol_sayta_v_internet-marketinge/ (data obrashcheniia: 08.04.2021).
5. Ulianova N. K selu i k gorodu // «Biznes-zhurnal». – 2014. – № 12 [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/k-selu-i-k-gorodu/viewer (data obrashcheniia: 22.04.2021).
6. Iarkova A. Khroniki embargo: chto stalo s riteilom za 4 goda kontrsanktsii // Internet-portal RETAILER.ru, 2018 g. [Elektronnyi resurs]. URL: retailer.ru/hroniki-jembargo-chto-stalo-s-ritejlom-za-4-goda-kontrsankcij/ (data obrashcheniia: 08.04.2021).
7. Zubanova A.G., Kisina E.I. Rol i znachenie skidok v razrabotke tsenovoi politiki organizatsii // Sb. st. IV Mezhdunar. nauch.-prakt. konf. «Strategicheskoe razvitie innovatsionnogo potentsiala otraslei, kompleksov i organizatsii», 2015 g. [Elektronnyi resurs]. URL: elibrary.ru/download/elibrary_23432447_78742501.pdf (data obrashcheniia: 08.04.2021).
8. Kak «VkusVill» narastil zakazy, ne meniaia mesto i vremia dostavki // RBK Trendy,
2020 g. [Elektronnyi resurs]. URL: trends.rbc.ru/trends/industry/5ea07f8f9a794735708f2c35 (data obrashcheniia: 15.04.2021).
9. Ganzhur E. Kak «VkusVill» vorvalsia v piaterku krupneishikh onlain-prodavtsov edy v Rossii // Forbes, 2020 g. [Elektronnyi resurs]. URL: forbes.ru/biznes/402527-kak-vkusvill-vorv (data obrashcheniia: 15.04.2021).
10. Butov A.V. Otechestvennyi i zarubezhnyi opyt razvitiia biriuzovykh organizatsii // Vestn. Ros. ekon. un-ta im. G.V. Plekhanova. – 2019. – № 2 (104) [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/otechestvennyy-i-zarubezhnyy-opyt-razvitiya-biryuzovyh-organizatsiy (data obrashcheniia: 29.04.2021).
11. Shchepin E. «VkusVill» – kak sovershit revoliutsiiu v riteile, delaia vse ne tak // Izd-vo «Alpina Didzhital», 2019 g. [Elektronnyi resurs]. URL: mybook.ru/author/evgenij-shepin-2/vkusvill-kak-sovershit-revolyuciyu-v-ritejle-delay/citations/?page=3 (data obrashcheniia: 29.04.2021).
12. Zdorovyi obraz zhizni i pokupki tovarov povsemestnogo sprosa: issledovanie Gfk, 2018 g. [Elektronnyi resurs]. URL: gfk.com/ru/press/issledovanie-gfk-zdorovyi-obraz-zhizni-i-pokupki-tovarov-povsednevnogo-sprosa (data obrashcheniia: 06.05.2021).

Comparative analysis of foreign and domestic experience in the development of public personality brands in the political sphere
Mushketova N.S., Doctor of Economics, Professor of The Menegement and Marketing Department, Volgograd State University, е-mail: nmushketova@yandex.ru
SPIN-code: 3455-4903; Author ID: 391060; Researcher ID (WoS): J-8283-2017; ORCID ID: 0000-0002-1778-0926
Popova S.S., master’s student of the Institute of Economics and Management (42.04.01 «Advertising and Public Relations») of the Volgograd State University,
e-mail: popovag78@mail.ru

In this article the author focuses on the analysis of public personality brands in the political sphere. Their main characteristics necessary for formation of effective and attractive brand of a public personality are defined. Scientific approaches to the interpretation of the concept of «brand» are given. The content of different types of brand of a public personality and methods of their formation are revealed. The stages of public personality branding are substantiated. Foreign and domestic experience of public personality brand development in the political sphere is analyzed. A comparative analysis is carried out, based on the results of which conclusions are made about the reasons of correspondence and inconsistency of personality brand experience in Russia and abroad. The historical context of branding development in Russia and Western countries is compared. The cultural factor in the differences in the preferences of the population is substantiated. The possibility of mutual experience adoption and further development prospects are assessed.
Keywords: personality brand, politics, image, comparative analysis, public personality.

Sources
1. Groshev I.V., Krasnoslobodtsev A.A. Analitika sovremennykh definitsii i podkhodov k ponimaniiu sushchnosti brenda // Vestn. RUDN. Ser.: Ekonomika. – 2013. – № 4. – S. 94–104.
2. Groshev I.V., Krasnoslobodtsev A.A. Brending est sushchnost, razvivaiushchaiasia vo vremeni // Marketing v Rossii i za rubezhom. – 2013. – № 2. – S. 58–68.
3. Kotler F., Keller K.L. Marketing-menedzhment. – 12-e izd. – SPb.: Piter, 2007. – S. 30.
4. Voskanian R.S. Rol politicheskogo brenda v usloviiakh sovremennoi publichnoi politiki // Razvitie obshchestvennykh nauk rossiiskimi studentami: sb. nauch. tr. – 2017. – S. 15–19.
5. Tolkalov A.S. Sushchnost politicheskogo imidzha: otechestvennyi i zarubezhnyi opyt teoreticheskogo osmysleniia // Izv. Sarat. un-ta. Novaia seriia. Ser.: Sotsiologiia. Politologiia. – 2013. – T. 13. – № 2. – S. 72–75.
6. Bukalova S.V. Novye trendy razvitiia partiinoi sistemy Rossiiskoi Federatsii: politicheskii profil partii «Novye liudi» // Gosudarstvennaia politika i upravlenie: teoriia, metodologiia, praktika: sb. mater. nats. nauch.-prakt. konf. / pod red. P.A. Merkulova, O.V. Malakhovoi. – Orel, 2021. – S. 9–11.
7. Gasanova M.M. Proektirovanie politicheskikh partii na primere partiinogo proekta Mikhaila Prokhorova «Grazhdanskaia Platforma» // Rossiia i Evropa: sviaz kultury i ekonomiki: mater. XII Mezhdunar. nauch.-prakt. konf. – 2015. – S. 283–284.
8. Davyborets E.N. Imidzh Donalda Trampa v prezidentskoi predvybornoi kampanii // Oikumena. Regionovedcheskie issledovaniia. – 2017. – № 2 (41). – S. 136–143.
9. Kudashova Iu.V. Poniatie «pozitsionirovanie» v teorii politicheskogo marketinga-menedzhmenta // Vestn. Bashk. un-ta. – 2010. – № 1. – S. 138–142.
10. Zagainov A.V. Poniatie imidzha politicheskogo lidera: sushchnost i podkhody k opredeleniiu // Uchenye zapiski Kazan. gos. un-ta. Gumanitarnye nauki. – 2007. – T. 149. – № 3. – S. 227–240.
11. Liver R., Semiuel D. Desiat faktorov, opredeliaiushchikh sudbu brenda vne zavisimosti ot kategorii // Marketing v Rossii i za rubezhom. – 2013. – № 5. – S. 101–104.
12. Iakushin D.A. Mekhanizm formirovaniia i prodvizheniia imidzha politicheskogo lidera v zapadnykh demokraticheskikh sistemakh // Ekonomicheskie i sotsialno-gumanitarnye issledovaniia. – 2014. – № 1 (1). – S. 149–157.
13. Butikova K.O. Osobennosti formirovaniia imidzha politicheskogo lidera v sovremennoi Rossii // Intellektualnyi potentsial XXI veka: stupeni poznaniia. – 2011. – № 5-1. – S. 51–54.
14. Gershevich O.S. Osobennosti formirovaniia imidzha politicheskogo lidera v sovremennoi Rossii // Vlast. – 2007. – № 3. – S. 25–29.
15. Ivanov V.K. Osobennosti politicheskogo PR-menedzhmenta v Rossii // Vestn. Mosk. gos. obl. gumanit. in-ta. Ser.: Istoriia, filosofiia, politologiia, pravo. – 2015. – T. 2. – № 2-2. – S. 6.
16. Selenteva D.O. Politicheskii imidzh v usloviiakh sovremennoi Rossii // Tr. S.-Peterb. gos. un-ta kultury i iskusstv. – 2008. – T. 180. – S. 80–89.
17. Pavliuk E.V. Modeli upravleniia politicheskim brendom // Vseros. zhurnal nauch.publ. – 2013. – № 4 (19). – S. 52–53.

INTERNET-MARKETING

Internet promotion of the international automotive brand in the Russian market in the pandemic COVID-19
Popova O.I., PhD in Sociology, Associate Professor of the department of marketing and international management at Urals State University of Economics, e-mail: o.popova63@mail.ru
SPIN-code: 4186-2180; Author ID: 737653; ORCID: 0000-0001-9954-4259; Researcher ID: AAF-9753-2019
Izakova N.B., Ph.D., Associate Professor of the department of marketing and international management at Urals State University of Economics, e-mail: izakovan@gmail.com
SPIN-code: 3839-0685, Author ID: 707310; ORCID: 0000-0003-1316-2634; Researcher ID: AAQ-6542-2021
Lysikova E.N., brand marketer companies Official dealerships BMW AutoHouse and KRAFT, e-mail: katya-lysikova@mail.ru

The serious adjustments made by the pandemic to the lives of consumers and their behavior objectively influenced the promotion programs of companies, in particular international automobile brands. The article considers the Internet promotion tools of the official BMW KRAFT dealership in the automobile market of Yekaterinburg during the period of the pandemic COVID-19 coronovirus, aimed at increasing competitiveness.
Keywords: international automotive brand, Internet promotion strategy, COVID-19 pandemic.

Sources
1.  Pugonin E.V. K voprosu prodvizheniia portfelia brendov na avtomobilnom rynke // Innovatsii i investitsii. – 2013. – № 2. – S. 110–112.
2. Popova O.I. Tsifrovizatsiia obrazovaniia i brend vuza: otnoshenie studentov k protsessam // Voprosy upravleniia. – 2019. – № 3 (39). – S. 245–251.
3. Golubkov E.P. Vliianie tsifrovykh tekhnologii na instrumenty marketinga // Marketing v Rossii i za rubezhom. – 2020. – № 1. – S. 11–25.
4. Kapustina L.M., Mosunov I.D. Kompleks «4P» i model «6I» internet-marketinga // Izv. gos. ekon. un-ta. – 2014. – № 6 (56). – S. 101–107.
5. Izakova N.B. Effektivnost smm dlia promyshlennykh predpriiatii // Marketing v Rossii i za rubezhom. – 2020. – № 5. – S. 84–91.
6. Lehmann D.R., Keller K.L., Farley J.U. The Structure of Survey-Based Brand Metrics // Journal of International Marketing. – 2008. – No. 16 (4). – Pр. 29–56.
7.  Kapustina L.M., Zhadko E.A. Upravlenie brendom na osnove otsenki vospriiatiia pozitsii universiteta potrebiteliami // Upravlenets. – 2019. – T. 10. – № 4. – S. 98–109. – DOI:10.29141./2218-5003-2019-10-4-9
8. Sultan P., Wong Ho Yin. How service quality affects university brand performance, university brand image and behavioral intention: The mediating effects of satisfaction and trust and moderating roles of gender and study mode // Journal of Brand Management. – 2019. – Vol. 26. – No. 3. – Pp. 332–347.
9. Isaeva E.V., Dus Iu.P. Programmy otnoshenii s potrebiteliami kak osnova razrabotki marketingovoi strategii / E.V. Isaeva, Iu.P. Dus // Ekonomicheskie nauki. – 2018. – № 106. – S. 39–42.
10. Vartanova M.A., Valkovich O.N. Organizatsiia i sovershenstvovanie brendingovoi strategii organizatsii // Ekonomika ustoichivogo razvitiia. – Krasnodar, 2018. – S. 216–221.
11. Johansson J.K., Dimofte C.V. & Mazvancheryl S.K. The performance of global brands in the 2008 financial crisis: A test of two brand value measures // International Journal of Research in Marketing. – 2012. – No. 3, 29. – Pp. 235–245.
12.  Kusa A., Zauskova A., Cabyova L. Effect of marketing communication on consumer preferences and purchasing decisions // Ad Alta: Journal of Interdisciplinary Research. – 2020. – Vol. 10. – Iss. 1. – Pp. 150–155.
13. Oancea Olimpia E.M. The Influence of the Integrated Marketing Communication on the Consumer Buying Behaviour. – 2020. Available at: sciencedirect.com/science/article/pii/S2212567115004463 (data obrashcheniia: 10.10.2021).
14. Vsia statistika interneta na 2020 god – tsifry i trendy v mire i v Rossii [Elektronnyi resurs]. URL: web-canape.ru/business/internet-2020-globalnaya-statistika-i-trendy (data obrashcheniia: 10.10.2021).

MARKETS: STATE AND DEVELOPMENT

Current status and forecast of biotechnology markets development for the near future in Russia and abroad
Gertsik Yu.G., Doctor of Economics, Candidate of Biological Sciences, Associate Professor, Department of Industrial Logistics, Bauman Moscow State Technical University,e-mail: ygerzik@bmstu.ru
SPIN-code: 6664-3426; Author ID: 296968; Scopus Author ID: 6504118094; Researcher ID (WoS): V-7149-2018; ORCID ID: 0000-0002-9286-648X
Fokina I.I., PhD student, Bauman Moscow State Technical University, e-mail: fokinaii@student.bmstu.ru
SPIN-code: 4835-7721; Author ID: 1122975

Striving to meet the growing needs of humanity with the constant reduction of natural resources can lead in the near future to the most negative consequences both for the environment and for the human himself, who is also part of this environment. The purpose of this work is to analyze the current state and prospects for the development of the biotechnology market in Russia and abroad. As a result of the research conducted by the authors, it was shown that in the long term, the importance of biotechnologies in the global economy will be comparable to the role of digital technologies, therefore, the further development of the Russian biotechnological sector is extremely important.
Keywords: bioeconomics, biotechnologies, sustainable development, environment, renewable resources, biotechnology market, global bio-market, analysis of bio-dependent industries.

Sources
1. Doklad Vsemirnoi komissii po okruzhaiushchei srede i razvitiiu OON «Nashe obshchee budushchee» [Elektronnyi resurs]. URL: un.org/ru/ga/pdf/brundtland.pdf (data obrashcheniia: 21.10.2021).
2. Bobylev S.N., Kudriavtseva O.V., Soloveva S.V., Sitkina K.S. Indikatory ekologicheski ustoichivogo razvitiia dlia regionov Rossii: kollektivnaia monografiia / S.N. Bobylev, O.V. Kudriavtseva, S.V. Soloveva, K.S. Sitkina. – M.: INFRA-M, 2015.
3. Gordeeva I.V. Bioekonomika kak odno iz strategicheskikh napravlenii ustoichivogo razvitiia // Nauchnoe obozrenie. Ekonomicheskie nauki. – 2019. – № 1. – S. 16–21.
4. OECD. The Bioeconomy to 2030: Designing a Policy Agenda. Main Findings and Policy Conclusions. – Paris, 2009.
5. Analiticheskoe agentstvo Global Marketing Insights [Elektronnyi resurs]. URL: gminsights.com (data obrashcheniia: 21.10.2021).
6. Analiticheskoe agentstvo Frost & Sullivan [Elektronnyi resurs]. URL: frost.com (data obrashcheniia: 21.10.2021).
7. Diakosavvas D. and Frezal C. Bio-economy and the sustainability of the agriculture and food system: Opportunities and policy challenges, OECD Food, Agriculture and Fisheries Papers, 2019. – No. 136, OECD Publishing, Paris [Elektronnyi resurs]. URL: dx.doi.org/10.1787/d0ad045d-en
8. Vsemirnaia organizatsiia zdravookhraneniia [Elektronnyi resurs]. URL: who.int/ru (data obrashcheniia 25.02.2020).
9. Analiticheskoe agentstvo Global Research & Data Services [Elektronnyi resurs]. URL: grdsreports.com/(data obrashcheniia 25.10.2021).
10. Bracco S., Calicioglu O., San Juan M., Flammini A. Assessing the contribution of  bioeconomy to the total economy: a review of national frameworks // Sustainability. – 2018. – Vol.  10 (6). – Pp. 1–17.
11. Issledovatelskaia kompaniia Abercade [Elektronnyi resurs]. URL: abercade.ru/ (data obrashcheniia: 21.10.2021).
12. Ronzon T., Piotrowski S., Tamosiunas S., Dammer L., Carus M., M’barek R. Developments of Economic Growth and Employment in Bioeconomy Sectors across the EU // Sustainability. – 2020. – No. 12 (11): 4507. doi.org/10.3390/su12114507
13. European Commission. COM (2020) 98 final. Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions. A new Circular Economy Action Plan For a cleaner and more competitive Europe. – Off. J. Eur. Union. – 2020. – 1–20.
14. European Commission. Knowledge Centre for Bioeconomy. Knowledge for Policy [Elektronnyi resurs]. URL: ec.europa.eu/knowledge4policy/bioeconomy_en (data obrashcheniia: 21.09.2021).
15. Olaf Porc, Nicolas Hark, Michael Carus, Lara Dammer, Dr. Dirk Carrez.  European Bioeconomy in Figures 2008–2017 [Electronic resource]. biconsortium.eu/sites/biconsortium.eu/files/downloads/BIC%20%26%20nova-Institute%20-%20Bioeconomy%20in%20figures%202008–2017.pdf
16. Evropeiskaia baza statisticheskikh dannykh [Elektronnyi resurs]. URL: ec.europa.eu./eurostat/data/database (data obrashcheniia: 21.10.2021).
17. Shaiakhmetov R. Staryi mir razrushen, nado stroit novyi // Internet-gazeta «Realnoe vremia». – 16.05.2020 [Elektronnyi resurs]. URL: realnoevremya.ru/articles/174805-staryy-mir-razrushen-nado-stroit-novyy (data obrashcheniia: 21.10.2021).
18. Romanova S.A. Razvitie biotekhnologii v Rossii // Remedium. – 2012. – № 7. – S. 8–19.
19. Analiz rynka biotekhnologii v Rossii v 2016–2020 gg., otsenka vliianiia koronavirusa i prognoz na 2021–2025 gg. // Analiticheskoe agentstvo BusinesStat [Elektronnyi resurs]. URL: businesstat.ru/catalog/id78335/(data obrashcheniia: 21.10.2021).20. Kompleksnaia programma razvitiia biotekhnologii v Rossiiskoi Federatsii na period do 2020 goda (utv. Pravitelstvom RF ot 24.04.2012 № 1853 p8) [Elektronnyi resurs]. URL: conomy.gov.ru/minec/activity/sections/innovations/development/doc20120427_06 (data obrashcheniia: 21.10.2021).
21. Gertsik Iu.G. Menedzhment predpriiatii meditsinskoi promyshlennosti v klasternoi strukture s uchetom vozmozhnostei neirobiologii // Menedzhment v Rossii i za rubezhom. – 2017. – № 6. – S. 34–42.
22. Ofitsialnyi sait Ministerstva promyshlennosti i torgovli RF – Gosudarstvennaia programma «Razvitie farmatsevticheskoi i meditsinskoi promyshlennosti» (s izm. na 29.03.2019)», Proekt «Strategii razvitiia meditsinskoi promyshlennosti Rossiiskoi Federatsii na period do 2030 goda» [Elektronnyi resurs]. URL: minpromtorg.gov.ru/activities/state_programs/list (data obrashcheniia: 21.10.2021).
23. Delovoi zhurnal ob industrii zdorovia Vademecum [Elektronnyi resurs]. URL: vademec.ru/ (data obrashcheniia: 21.10.2021).
24. Gertsik Iu.G. Znachenie i osobennosti marketinga innovatsii v meditsinskoi promyshlennosti // Marketing v Rossii i za rubezhom. – 2020. – № 4. – S. 79–86.
25. Medtekh-portal Zdrav.Expert. Rynok meditsinskikh izdelii v Rossii. Publikatsiia ot 27.01.2021 [Elektronnyi resurs]. URL: zdrav.expert/index.php/Statia: Rynok_meditsinskikh_izdelii_v_Rossii (data obrashcheniia: 21.10.2021).