MARKETING THEORY AND METHODOLOGY

Strategic architecture of formation of competitive behavior of territories (regions, municipalities)
Vazhenina I.S., Dr. Sci. (Econ.), Associate Professor, Leading Research Associate, Institute of Economics of the Ural Branch of RAS, Ekaterinburg, Russia, e-mail: isvazhenina@mail.ru
SPIN-code: 8924-6805; Author ID: 503920; Scopus Author ID: 57190430954; WOS Research: S-1159-2017; ORCID.org: 0000-0001-9517-9282; ID РИНЦ: 503920
Vazhenin S.G., Cand. Sci. (Econ.), Senior Research Associate, Head of the Sector of the Institute of Economics of the Ural Branch of RAS, Ekaterinburg, Russia, e-mail: svazhenin@mail.ru
SPIN-code: 7052-6100; Author ID: 503919; Scopus Author ID: 57190430409; WOS Research: S-1146-2017; ORCID.org: 0000-0002-1517-9467; ID РИНЦ: 503919

The article proposes the author's interpretation of the concept of competitive behavior of territories, revealed through the following provisions and parameters: contours of competitive behavior of territories, factors that strengthen and restrain the competitive behavior of regions and municipalities, the hierarchy of components of competitive behavior of territories, visible and «intangible» forms of competitive behavior, as well as methods for studying the competitive behavior of territories in the modern economic space. Priority measures to strengthen the institutional foundations of territorial competition are presented. It has been established that the increasing territorial competition is increasingly actualizing the development and implementation of the concept of sustainable competitive advantage, which is understood as the presence of any special intangible assets in the regions and municipalities that ensure the viability of the territory for a long period of time.
Keywords:  strategic architecture, competitive behavior of the territory, institutional environment, intangible assets of the territory, intangible competitive advantages.

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The role of the historical method in marketing
Morozov V.A., doctor of Economics, professor, Department of philosophy and methodology of Economics, faculty of Economics, Moscow state University M. V. Lomonosov, e-mail: mva55.00@mail.ru
SPIN-code: 6037-1609; Author ID: 691223; Scopus Author ID: 0000-0001-8089-1015; Researcher ID (WoS): ABH-1233-2020; ORCID ID: 0000-0001-8089-1015

The article gives a broad understanding of the significance of the past in marketing, which emphasizes the importance of the historical method in marketing for the expected future. Methodically, the search for the past in the present is presented: beyond history and methods. The formation of the past in the present is considered with the allocation of six marketing perspectives from the past. The multiplication of the goals of the past in the present is revealed, where the past can be characterized as a means serving various purposes in the present. The differentiation of the past in the present is carried out through the systematization of historical marketing concepts and their division into fundamental, instrumental and performative concepts. The growing attention to corporate heritage as a new temporal concept in marketing and a special type of temporality is presented.
Keywords: marketing, historical method, concepts, goals, temporal differentiation, corporate heritage.

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MARKETING TOOLS

The impact of customer experience on their loyalty to «Rostov sport managenent»: assessment of online sales in the digital environment
Ketova N.P., Ph. D., Professor, Head of the Department of Marketing and Communications in Businessof SFEDU, e-mail: nketova@sfedu.ru
ORCID: 0000-0001-6832-8174; Web Of Science: L-2937–2013; SPIN-code: 8323-7290; Author ID: 149026; Scopus: 56117462100
Vardanyan A.A., Graduate student of the Faculty of Management, Marketing Program, Southern Federal University, e-mail: vardanian@sfedu.ru
ORCID: 0000-0002-6547-1482; SPIN-code: 7370-1809; Author ID: 1112929

The article presents the results of a study evaluating the experience of customers, its impact on their loyalty to a trade organization. The characteristic of online sales of sporting goods sold by a trading company in a digital environment is given. The problems of customer loyalty are formulated, estimates of the possibility of researching customer experience and its use in building a sales system are given. The problem of choosing approaches to the study of consumer loyalty is revealed. The concept of «consumer experience» is considered, its essence and significance for modern trading companies are revealed. The features of the analysis of consumer experience and various approaches to its actualization are considered. The possibilities of consumer loyalty growth are presented on the example of «Rostov sport managenent» which is a retail network for the sale of sporting goods with the attributes of a football club. The factors influencing the loyalty of consumers of the company's products, the features of online sales, the effectiveness of the use of sales promotion tools based on consumer loyalty are reflected. The strategy of online sales of LLC RSM in the digital environment is formulated, the possibilities of profit growth of the company are revealed. Based on the analysis, tools for using consumer experience to attract interested groups of consumers are proposed, which will increase the efficiency of online sales of the company.
Keywords: consumer experience, target audience, sales, marketing, online sales, digital environment, loyalty, loyalty factors, marketing strategies, customer relationship management.

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MARKETING RESEARCH

The practice of applying and assessing the perception of neuromarketing technology by small and medium-sized businesses: a regional aspect
Bozhenko E.S., PhD in Economic sciences, Assoc. Prof., Faculty of Management, Southern Federal University, e-mail: ezhuk@sfedu.ru
SPIN-code: 5594-8236; Author ID: 628297
Glamazda A.V., Master’s Degree student, Faculty of Management, Southern Federal University, e-mail: glamazdaaaa@gmail.com
SPIN-code: 7997-1465; Author ID: 984442

The article analyzes neuromarketing technologies, their role and importance in the marketing complex of companies and presents the results of a study of the application and possible potential of using neuromarketing technologies by small and medium-sized businesses in Russia.
Keywords: neuromarketing, neuromarketing technologies, marketing research, perception assessment, small and medium-sized businesses.

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3. 6 priemov neiromarketinga ot PayPal, Netflix i Red Bull, kotorye vy mozhete vnedrit v svoi biznes //  GeniusMarketing [Elektronnyi resurs]. URL: geniusmarketing.me/lab/6-priemov-nejromarketinga-ot-paypal-netflix-i-red-bull-kotorye-vy-mozhete-vnedrit-v-svoj-biznes (data obrashcheniia: 03.03.2021).
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Electric vehicle research on the global market
Goloviznina Yu.V., Bachelor of the Faculty of Economic and Social Sciences Russian Academy of National Economy and the State Service under the President of the Russian Federation, Moscow, e-mail: JuliJulina@yandex.ru
SPIN-code: 3676-8257
Ilin A.D., Bachelor of the Faculty of Economic and Social Sciences Russian Academy of National Economy and the State Service under the President of the Russian Federation, Moscow, e-mail: AlexeyIlyin2018@gmail.com
SPIN-code: 3676-8257
Pogiba I.O., Bachelor of the Faculty of Economic and Social Sciences Russian Academy of National Economy and the State Service under the President of the Russian Federation, Moscow, e-mail: ipogiba@bk.ru
Slobodinskiy Yu.A., Marketing Director of BMW Rusland Trading LLC, e-mail: Yaslobodinskiy@gmail.com
Tsyplakov N.V., Master of the Faculty of Economic and Social Sciences Russian Academy of National Economy and the State Service under the President of the Russian Federation, Moscow, e-mail: cipa99@mail.ru
SPIN-code: 8365-5428

There is a tendency in the world to reduce the carbon footprint produced by humans as a result of life. In this regard, electric cars are considered a «panacea», while having a number of disadvantages. The study touches upon the problem of promoting electric cars on the Russian market. The aim of the study was to explore the electric car market. The objectives of the study were: analysis of the competitive environment; infrastructure analysis; analysis of consumer attitudes towards electrification; and research of consumer preferences.
Keywords:  electric cars, electrification, infrastructure, consumer behavior, optimization of business processes.

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MARKETING COMMUNICATIONS

Marketing aspects of communications in social networks of the non-profit organization of patients «Society of Celiac Patients «Emilia»»
Noskova I. V., PhD, Associate Professor, Associate Professor of the Department of Economics and Management of Socio-Economic Systems, Saint Petersburg University of Technologies of Management and Economics, Russia, e-mail: ivnoskova@rambler.ru
SPIN-code: 1836-6737; ORCID: 0000-0002-1711-5926

The article discusses the problems of communication in social networks for a patient organization, in order to inform consumers, achieve communication goals, and promote specialized food products for consumers with health characteristics associated with gluten intolerance (protein of a certain group of cereals), the experience of holding various events, promotions, partner offers that attract the attention of consumers, attention is drawn to the success of the organization in improving the quality of life of members of Society.
Keywords:  social media marketing, event marketing, social media communications, gluten free, gluten-free nutrition, gluten-free diet, celiac disease, social adaptation, psychological and informational support.

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12. Noskova I.V. Sobytiinyi marketing kak instrument prodvizheniia spetsializirovannoi produktsii (na primere Mezhdunarodnogo dnia tseliakii) // Aktualnye problemy gumanitarnykh i sotsialnykh nauk: sb. tr. uchastnikov Chetvertoi Mezhdunar. zaoch. nauch.-prakt. konf. – 2020. – S. 347–353.

Personnel marketing as an element of knowledge management system
Limareva Ju.А., PhD pedagogic, associated professor in management and innovation department, Financial University under the Government of the Russian Federation, e-mail: y.limareva@mail.ru 
SPIN-code: 4531-5237; Author ID: 367999; Scopus Author ID: 57205098559; ORCID: 0000-0001-7941-1459

The article is devoted to the consideration of the intellectual capital of the organization as a strategically important resource, while knowledge management is considered as an element of the marketing of the organization's personnel.
The article emphasizes that the accumulation and use of knowledge in an organization is becoming one of the main conditions for its competitiveness, the need to revise the attitude to modern methods of effective use and development of HR-marketing is revealed.
Keywords: knowledge management, intellectual capital, personnel marketing, motivation, HR resources.

Sources
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Marketing communications in solving the problem of digital literacy of the older generation
Dianina E.V., senior lecturer at the Department of advertising and public relations of the State University of Management, Moscow, e-mail: elena-dianina@yandex.ru
ORCID ID: 0000-0002-6813-7359
Gasanova A.Z., is a 2nd-year student at the Department of advertising and public relations of the State University of Management, Moscow, e-mail: amadei.hawking@mail.ru
Zotkina M.S., is a 2nd-year student at the Department of advertising and public relations of the State University of Management, Moscow, e-mail: crazymari888@gmail.com

The article discusses the methods of marketing communications in relation to the important social problem of the low level of digital literacy of the older generation. An analysis of secondary studies on the assessment of digital skills of the older generation is carried out, and the results of a qualitative study (in-depth interview) are presented. Based on the results of studies on the problem of low digital literacy among older people, a set of marketing communications was proposed, which includes advertising and public relations.
Keywords: digital literacy, older generation, advertising, PR, marketing communications tools.

Sources
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Features of marketing communications in the B2B market: analysis of promotion and improvement of the integrated marketing communications system
Bystrova O.Yu., Candidate of Economic Sciences, Associate Professor of the Department of Economics and Management, Kostroma State University, e-mail: olia.bystrova2011@yandex.ru
SPIN-code: 3116-1684; Author ID: 825344; ORCID: 0000-0002-6166-3807

In article, the author presents the results of a marketing analysis of the communication activities of an industrial enterprise. Promotion on the B2B market has distinctive features. The article discusses the most effective tools of marketing communications. Enterprises sell their goods not to end users, but to intermediaries and other companies. The author has developed recommendations for improving the system of product promotion and the image of the company in the B2B market. The most promising areas of communication and target audiences are proposed.
Keywords: analysis, marketing communications, B2B-market, company promotion, target audience.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Marketing in the service of museums
Shklyar T.L., Candidate of economic sciences, Associate Professor, associate Professor of Advertising, Public relations and design, Plekhanov Russian University of Economics, e-mail: tlb@mail.ru
SPIN-code: 1865-6315; Author ID: 634543; Scopus Author ID: 57188741929;
Researcher ID (WoS): B-2325-2015; ORCID ID: 0000-0001-8262-7584

The modern world is transforming everything around and museums have not been spared this fate. At the moment, museums are trying to compete with shopping malls, cinemas, clubs, etc., trying to retain an adult audience, as well as attract young people and children.
In this article, the author described marketing tools, the use of which will expand the number of regular and new museum visitors. To create an environment that will allow museum visitors to meet various needs, not only cognitive ones.
The article includes a step-by-step algorithm that will help apply the described tools not only to professionals.
Keywords: marketing, museum, psychology, visitor behavior, marketing tools.

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Sports marketing: mechanisms for promoting ice hockey among the generation Z
Artyukhina L.А., Master’s Degree Student of the HSE Universuty, e-mail: artyukhinali@yandex.ru
ORCID: 0000-0001-5421-9874
Manasherov D.Z., Master’s Degree Student of the HSE Universuty, e-mail: davidomfromfinane@aol.com
Muhametova D., Master’s Degree Student of the HSE Universuty, e-mail: dindarela@inbox.lv
Shtanenko D.S., Master’s Degree Student of the HSE Universuty, e-mail: shtanenkods@mail.ru

Currently, the problem of attracting the younger generation as fans has become acute. The audience in stadiums is «aging», and young people, if they are interested in sports, then, most commonly, they watch matches on the Internet. This article offers an analysis of the situation and provides recommendations for attracting this category of the population to sports and, in particular – to ice hockey. As a result of the work on the article, the authors have studied in detail the existing marketing ways of interaction of professional sports clubs, both foreign and domestic, that understand the named problem and attempt to solve it.
Keywords: professional sports, marketing, sports marketing, ice hockey, generational theory.

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Marketing of personnel in improving the safety of medical activities
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
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
Zubareva N.N., Candidate of Pedagogical Sciences, Associate Professor, Candidate of Marketing and Management Department, Belgorod State Research University», e-mail: nzubareva73@mail.ru
SPIN-code: 2753-4839; Author ID: 314944
Chisnikov V.A., postgraduate student of the Department of marketing and advertising Rostov state University of Economics (RINH), e-mail: chisnikov7@gmai.com
ORCID ID: 0000-0001-9644-6880

The article discusses the increased role of personnel marketing in the provision of medical services. The authors note that there are visible personnel problems in the field of healthcare staffing in Russia, which were hypertrophied during the pandemic and, despite the attention within the framework of state policy to this area, the administrative efforts undertaken did not lead to the desired results. the development of effective solutions on the part of the state, since based on the national economic importance of healthcare, personnel marketing aimed at increasing the satisfaction of medical workers and involvement in the provision of services should be based on, in fact, state personnel marketing, further embodied at the level of certain medical organizations.
Keywords: personnel marketing, satisfaction, healthcare, consumers, motivation.

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INTERNET-MARKETING

Features of the internet marketing tools using in the formation of relationships with customers in consumer markets
Shishakova Yu.V., PhD (economy), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: u.shishakova@mail.ru
Author ID: 482161
Kokoreva N.V., PhD (pedagogy), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: kokoreva1977@mail.ru
SPIN-code: 8415-6023; Author ID: 347125; ORCID ID: 0000-0001-9603-1116; Researcher ID: Web of Science ААВ-8719-2020
Silina S.A., PhD (economy), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: marketinguslug@yandex.ru
SPIN-code: 4209-8592; Author ID: 447021; ORCID ID: 0000-0003-3180-9390; Researcher ID: Web of Science D-2098-2019

The article examines the factors influencing the behavior of market relations subjects in the modern highly competitive environment; the features of the use of Internet marketing tools are identified and recommendations are given for their use depending on the goals of marketing activities aimed at achieving the competitive superiority of the company based on the formation of long-term partnerships.
Keywords:  Internet marketing, digital environment, consumer behavior, social networks, competitiveness, communications, loyalty, relationships.

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Current trends in digital marketing: a course on innovation and efficiency
Matveenko M.A., postgraduate student of the Faculty of Economics Lomonosov Moscow State University, e-mail: bond007-01@yandex.ru
ORCID ID: 0000-0002-5705-54

This article is devoted to the importance of digital marketing for both marketers and end users. The article presents the differences between traditional and digital marketing, describes the main tools of digital marketing, shows the effectiveness of using innovations that affect the company's sales in the context of global digitalization in the modern market.
Keywords: digital marketing, promotion, efficiency, target audience, digital media, digitalization, innovation, trends.

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