MARKETING THEORY AND METHODOLOGY

The new marketing approach and its place in entrepreneurship
Leonow A.I., Professor Dr. Faculty of Economic and Social Sciences, Department of Management and Entrepreneurship, RANEPA, Moscow, e-mail: leonov-ai@ranepa.ru
SPIN-code: 3094-7459; Author ID: 823354; ORCID-ID: 0000-0003-1159-4708

 The paper reflects results of an inductive research conducted on the basis of primary and secondary qualitative data. Modi, tools and concepts that build the essence of the new approach in marketing have been investigated. Differences between the new and the traditional marketing approaches have been pointed out. An attempt to describe authentic features of the new approach and to identify its place in the system of marketing concepts has been undertaken. These features are located in different areas of entrepreneurship and have been illustrated in the area of assortment management where they appear most versatile. These are areas of new ideas search, new product testing, data gathering and analyzes, operational and strategic assortment management. Premises for the use of the new approach that are located in both external and internal marketing environment have been presented, as well as features of the traditional approach near its limitations, that hinder its use in the real business environment. The type of relation between these two approaches has been described as co-existence and interpenetration.
Keywords: traditional marketing approach, new marketing approach, anti-crisis marketing, assortment management, new product development.

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MARKETING TOOLS

Marketing in Russia – new reality 2022
Orlova V.G., Ph.D., Associate Professor, Associate Professor of the Department of Management and Innovative Technologies of SFEDU, e-mail: vlada2266@gmail.com
SPIN-code: 2442-8456; Author ID: 401093; Scopus ID: 57194695445; Researcher ID: C-4349-2017; ORCID: 0000-0001-6108-8331
Ivannikova T.S., Candidate of Economic Sciences, Associate Professor of the Faculty of Business «Captains» and Scientific Supervisor of the School of Marketing of the Higher School of Economics of the Southern Federal University, e-mail: tt.marketing@mail.ru
SPIN-code: 4334-8489; Author ID: 1158240

An overview of the business forum held in Rostov-on-Don in the spring of 2022, the speakers of which were practicing leaders of various marketing areas, is presented. The information provided by the experts is summarized and systematized on topical issues: threats and opportunities of the current moment; the main changes in recent years and sustainable trends; a set of recommendations for action (strategic, systemic, tactical, and operational), as well as measures for working in the context of the bifurcation of social networks.
Keywords: marketing, business forum, trends, social networks, post-pandemic period, sanctions, bifurcation.

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MARKETING RESEARCH

The study of marketing application by small and medium-sized businesses in the region
Sherstobitova T.I., Candidate of Economic Sciences, Associate Professor, Head of Marketing Department of Parapharm LLC, Associate Professor of the Department of Marketing, Commerce and Service of Penza State University, (Penza), e-mail: tat13392520@yandex.ru
SPIN-code: 3460-3550; Author ID: 480723; Researcher ID: O-2611-2015; Orchid ID 000-0003-4237-1005
Yesina L.B., Candidate of Economic Sciences, Associate Professor of the Department of Marketing, Commerce and Service of the Penza State University (Penza), e-mail: esinalb@rambler.ru
SPIN-code: 2809-9066; Author ID: 728964
Sherstobitov M.D., media buyer of WakeApp company, student of the Faculty of Business Technologies of the Bachelor's degree in Advertising and Public Relations at the Russian New University (Moscow), e-mail: m.sherstobitov22@mail.ru

The article discusses the features of marketing development and it’s tools use by small and medium-sized businesses (SMEs) in Russian regions. The authors raise the problem of marketing potential insufficient use to increase the SMEs’ efficiency. The results of respondents, SMEs’ representatives survey are presented. They allow to assess the current state and marketing development prospects in the context of the 2020–2022 events. The conclusions are drawn about possible directions in the SMEs' marketing tools use.
Keywords:  small and medium-sized businesses (SMEs), features of SME marketing, marketing tools and technologies, problems of SMEs in the regions, marketing organization, marketing strategy.

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How audience behavior patterns and content consumption on social networks have changed during the COVID-19 pandemic in Russia
Ponomarenko M.Yu., Postgraduate at the Department of Economics & Management, Russian Academy of National Economy and Public Administration under the President of the Russian Federation, Ural Institute of Management, New business director, «Ish Mish!», content & communication bureau, e-mail: ponomarenko.mike@yandex.ru
ORCID: 0000-0002-2740-9477; SPIN-code: 2509-4177; Author ID: 1162787

The article aims at revealing of changes in the content consumption on social networks among Russian users during the COVID-19 pandemic of 2020–2022. The article unfolds rational and emotional aspects in changing the consumption and perception of content in social networks and also describes how the prolonged pandemic and the resulting need for long-term distant work and pastime has affected the behavior of the audience.
Keywords:  lockdown, social networks, TikTok, Telegram, COVID-19 pandemic.

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DISTRIBUTION CHANNELS

Model of management of sales channels in the crisis period
Tyesov K.S., Managing Director at Youwin Digital, е-mail: tyesov@ya.ru
SPIN-code: 9403-9240; Author ID: 1160091

The article deals with the theory and practice of managing distribution channels, as well as the possibility of using Internet marketing tools. The main characteristic negative features of sales management in domestic enterprises are applied. As a successful leveling, the proposed author's algorithm was proposed, based on the body of the SWOT analysis within the framework of the period of international conflict, and including special characteristics, the resulting tools.
Keywords: distribution channels, marketing, communication, representative, distribution channel management model, distribution channel management, distribution channel assessment, international conflict, enterprise adaptation.

Sources
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2. Smolianinova E.N., Goncharov D.V. Metodicheskii podkhod k formirovaniiu kanalov sbyta gotovoi produktsii v stoliarnom proizvodstve // ANI: ekonomika i upravlenie. – 2019. – № 3 (28). – S. 347–350.
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4. Nikolaev A.B., Rogov V.R. Upravlenie sbytom gotovoi produktsii promyshlennogo predpriiatiia s ispolzovaniem internet-kanala raspredeleniia // Mashinostroenie i kompiuternye tekhnologii. – 2012. – № 10. – S. 275–288.
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MARKETING COMMUNICATIONS

Chatbots in economics and business: challenges and opportunities
Strizhakov D.V., Ph. D. (Econ.), Associate Professor, Department «Industrial Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru
SPIN-code: 7378-0331; Author ID: 444160
Strizhakova E.N., Doctor of Economics, Professor, Department «Industrial Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru
SPIN-code: 6550-7510; Author ID: 556491; ORCID: 0000-0001-8749-0505

The article analyzes the possibility of using chatbots in the economy. A classification of chatbots is presented, which allows orienting in the variety of their varieties based on the formulated features. Two main approaches to the development of virtual assistants are shown: based on pattern matching and based on machine learning technologies. The history of the creation of chatbots is considered, starting from the work of A. Turing to the present. The directions of using virtual assistants in business are shown. The trends in the development, distribution and use of chatbot technology, as well as the main advantages that can be obtained using virtual assistants in various business processes of the company, have been established.
Keywords: marketing, information, chatbot, means of communication, request.

Sources
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3. Chatbot Market – Growth, Trends, Covid-19 Impact, And Forecasts (2021–2026) [Elektronnyi resurs]. URL:  mordorintelligence.com/industry-reports/chatbot-market (data obrashcheniia: 10.03.2021).
4. Adamopoulou E., Moussiades L. Chatbots: History, technology, and applications//Machine Learning with Applications. – 2020. – Vol. 2 [Elektronnyi resurs]. URL: doi.org/10.1016/j.mlwa.2020.100006
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Using the tools of emotional intelligence in the creating of the cafe SOCIETY MAG BRAND
Bartashevich D.A., Master’s student of the Federal Social and Medical Academy, specialty «Media business», Financial University under the Government of the Russian Federation, editor-in-chief of the coffee culture magazine Café Société Mag, e-mail: dariabart@mail.ru
Orcid: 0000-0002-3024-1492
Rebrikova N.V., Candidate of Economic Sciences, Associate Professor of the Department of Psychology and Human Capital Development Faculty of Social Sciences and Mass Communications Financial University under the Government of the Russian Federation, Moscow, Russia, е-mail: rebrikovanv@mail.ru
ORCID: 0000-0001-7280-7178; SPIN-code: 1189-4223

The article discusses the main elements of emotional intelligence (EI) and shows its application in the work and promotion of companies. In the course of the work, the analysis of foreign and domestic literature was carried out, and the study of the theoretical and practical features of the use of EI allowed the author to identify some tools aimed at the successful process of creating and strengthening the brand. Using the example of the coffee culture magazine Cafe Society, the article shows how EI tools can be used at different stages of brand development. A study was also conducted on how the readers of the magazine are emotionally involved in the process of content consumption.
Keywords:  emotional intelligence, tools of use, self-control, self-awareness, brand, emotional attachment, theory of basic emotions.

Sources
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The importance of marketing communications in shopee's marketing mix strategy in Vietnam
To Thi Phuong Thuy, 2nd year master's student Higher School of Economics and Business Plekhanov Russian University of Economics, e-mail: logikaistorii@yandex.ru
OCRID ID: 0000-0001-7306-3043
Koshel V.A., Candidate of Philosophical Sciences, Associate Professor, Associate Professor of the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics, e-mail: logikaistorii@yandex.ru
SPIN-code: 1543-4772; Author ID: 624524; ORCID ID: 0000-0003-3980-6856

The article discusses Shopee's marketing communications in the marketing mix strategies applied in the Vietnamese market. In this article the author not only describes the successful marketing communication methods that Shoppe has applied in Vietnam, but also figures out a lesson to apply in the global e-commerce markets.
Keywords:  Shopee, Marketing Strategy, Marketing Communications, Marketing mix, Vietnam, ecommerce.

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The history of the emergence and development of advertising discourse in China
Ma Xuefei, graduate, Lomonosov Moscow State University, Moscow (Russia), е-mail: ma.xuefei0528@yandex.ru

The article discusses the concept of discourse, indicates the role and place of advertising in world society. The article explores the process of turning advertising into a special kind of discourse, which is aimed at keeping the attention of consumers and motivating them to act. The article points out that the variety of technologies has made it possible to form a constant stream of texts broadcast by familiar information means with the transition of content to the Internet. It is concluded that modern Chinese advertising is created taking into account the specific culture, linguistic features, using new advertising technologies.
Keywords: advertising discourse, stages of development of advertising in China, advertising texts, vocabulary, China.

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9. U Li. Reklama v sredstvakh massovoi informatsii KNR: dis. ... kand. filolog. nauk. SPbGU. – SPb., 2003. – 39 c.
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MARKETING FOR NON-PRODUCTIVE SPHERE

Marketing approach 5.0 to business education programs implementation using artificial intelligence technologies
Danchenok L.A., Doctor of science, professor (Ph.D), Dean of the Faculty of Additional Professional Education Plekhanov Russian university of economics, Member of Marketing guild, e-mail: Danchenok.LA@rea.ru
SPIN-code: 6026-7621; Author ID: 308465
Kulakova E.Yu., Candidate of the Department of Marketing Plekhanov Russian University of Economics, e-mail: Kulakova.EY@rea.ru
SPIN-code: 7680-4206; Author ID: 742547

The article examines the current issues of the development of trust-based artificial intelligence in the structure of marketing 5.0, the features of its application in the implementation of business education programs. The results of the author's marketing research are presented, which revealed the attitude of various categories of respondents to the prospects of using artificial intelligence in business education, as well as the potential for its use at the stages of implementing business programs and marketing activities.
Keywords: marketing 5.0, trust-based artificial intelligence, business education, education, cybernetics, theory of generations.

Sources
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BRANCH MARKETING

Trends in the fashion industry in the conditions of COVID-19
Airapetian M.R., Postgraduate student of the Marketing Department of the Faculty of Economics of Lomonosov Moscow State University, е-mail: marrafikovna@mail.ru
SPIN-code: 7011-7512; Istina Researcher ID (IRID): 58006425

The emergence and spread of the COVID-19 pandemic has affected many aspects of life. In particular, the pandemic has had a strong impact on the nature of consumer behavior. This article discusses that trends among consumers of the fashion industry, which should be taken into account by marketing experts in modern realities. For example, the introduction of digitalization, which has already played a big role in customer interaction in the fashion industry, has increased strongly during and after the pandemic. Of particular importance in this article is the consideration of the impact of the fashion industry on the environment. Namely, how the change in consumer behavior in the fashion industry, the transition from «fast» fashion to the preference for «slow» fashion contributed to the fact that the concept of sustainable development would become the central element that should be taken into account in marketing.
Keywords: fashion industry, «fast» fashion, «slow» fashion, digitalization, sustainable consumption, consumer behavior, models of consumption, digital promotion, promotion channels, product lifecycle, rapid response strategy.

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Marketing in the pharmaceutical market: current realities
Samigulina N.A., Doctorate, teacher of World economy at Rasulzade Baku State University, e-mail: nailasamiqulina@bsu.edu.az
SPIN-code: 6643-4359; ORCID ID: 0000-0001-7695-6568

In this article, the author uncovers the key aspects of marketing in the pharmaceutical industry. The problems that emerge while developing advertising in this industry are highlighted. The analysis of various marketing tools and some requirements for its content are given. Current trends are highlighted.
Keywords: marketing, pandemic, pharmaceutical market, drugs.

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2. Globalnyi farmatsevticheskii rynok po itogam-2021 dostignet obieema v 1,5 trilliona dollarov [Elektronnyi resurs]. URL: http://sd.net.ua/2021/12/26/globalnyy-farmacevticheskiy-rynok-po-itogam-2021-dostignet-obema-v-15-trilliona-dollarov.html (data obrashcheniia: 14.02.2022).
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