MARKETING THEORY AND METHODOLOGY

Update of intangible assets of the territory and the growth of the creative industry in a turbulent economic space
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 considers the necessity and possibility of using such marketing resources as intangible assets, including the creative industry, to increase the competitiveness and viability of territories in a turbulent economic space. Based on the study of fundamental theoretical provisions and modern practice, the author's interpretations of a number of provisions are proposed. The composition of intangible assets of the territory has been specified. The special significance of the intangible assets of the territory in the conditions of transformation and sanctions pressure is revealed. The authors of the article position the creative economy as a key factor in the marketing strategies of territories. It is emphasized that the development of creative industries is having an increasing impact on the economy and employment, making a significant contribution to the gross value added of countries, regions, cities. In the conditions of a turbulent economy, we consider it necessary to further institutional support for the marketing of territories, including the formation of intangible assets and the formation of a creative industry.
Keywords: intangible assets of the territory, intangible competitive advantages of the territory, creative economy, vitality of the territory, turbulent economy, territorial competition.

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Classification and typological study of online stores based on the needs of customers
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

The article explores the «formatting» of online stores, developed by Prokhorova M.V. and Kodanina A.L. based on five key criteria. The study allowed the author to: argue the position of replacing the term «formatting» with the term «typology» in relation to the systematization of online stores; determine the approach that underlies the typology under study; reflect the author's position regarding some criteria for selecting types of online stores and their characteristics; supplement the typology with an eco-oriented type of online store; propose a classification of online stores based on the criteria «life cycle of goods» and «eco-oriented consumption».
Keywords: online store, classification, typology, formatting, formats, types of online stores, customer needs, value approach, eco-oriented type of store, eco-goods, used goods, sustainable consumption, conscious consumption.

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On the issue of determining the development directions of the competition theory in the conditions of changing technological patterns
Peschannikova A.R., postgraduate student, The Kosygin State University of Russia, department of Commerce and Service, e-mail: pes4.al@gmail.com
Author ID: 1015925
Oleneva O.S., candidate of economical science, docent, The Kosygin State University of Russia, department of Commerce and Service, e-mail: osolen59@mail.ru
Author ID: 744130

To predict the main vector of the development of the theory of competition in general, and methods for increasing the competitiveness of enterprises in particular, a retrospective analysis was carried out, during which the main stages in the development of the theory of competition and periods of dominance of technological structures were compared. The main features of enterprises that are competitive in the conditions of each technological mode are outlined.
Keywords: digital revolution, competition theory, industry 4.0, NBIC convergence.

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MARKETING TOOLS

Study of the trade potential of the China – Mongolia – Russia economic corridor
Zhang Han, graduate student of the Department of International Economic Relations of Asia and Africa, Institute of Asian and African Studies, Lomonosov Moscow State University, e-mail: seasonrubyzhang@163.com
ORCID: 0000-0001-7927-3893
Sekerin V.D., Doctor of Economics, Professor, Professor of Department of Integrated Communications and Advertising, Russian State University for the Humanities, e-mail: bcintermarket@yandex.ru
ORCID: 0000-0002-2803-3651; Author ID: 432006; Scopus Author ID: 56088643300; Researcher ID: C-7426-2014

This article uses a trade gravity model to predict the trade potential of China, Russia and Mongolia by analyzing the current trade situation of the three countries. Based on the results of the experiment, the article puts forward proposals on four aspects: increasing the level of national economic development, strengthening infrastructure construction, creating a China–Mongolia–Russia free trade zone, and adjusting the structure of trade.
Keywords: one belt, one road, China – Mongolia – Russia economic corridor, bilateral trade, gravity trade model, trade potential.

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A conceptual model for assessing student satisfaction in online education through the components of educational experience
Andreeva O.Yu., Candidate of Sociological Sciences, Associate Professor, Associate Professor of the Department of Management and Marketing of Perm National Research Polytechnic University, Associate Professor of the Department of Management of the National Research University «Higher School of Economics (Perm)», e-mail: oleandrperm@gmail.com
SPIN-code: 7998-6315; ORCID: 0000-0002-1712-5585; Researcher ID: A-4696-2017
Stepanenko V.A., master of Management, the Department of Management, National Research University «Higher School of Economics (Perm)», e-mail: vladakaz98@yandex.ru

Consider creating a theoretical conceptual model for assessing student satisfaction in online education through the elements of students' educational experience for subsequent empirical research, as well as to assess the impact of experience components on satisfaction for the considered direction of online courses.
Keywords:  educational experience, satisfaction, satisfaction assessment, online education, online education marketing.

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Formation of an algorithm for assessing competitiveness of transport company
Gusev E.G., PhD in Economics, Associate Professor of the Department of Management and Logistics, Admiral G.I. Nevelsky Maritime State University, Vladivostok, Verkhneportovaya, 50a, e-mail: gusev.eg@dgtru.ru
Author ID: 509026; ORCID: 0000-0002-6905-079X; SPIN: 58647794
Yanchenko A.A., Candidate of Technical Sciences, Associate Professor of the Department of Management and Logistics, Admiral G.I. Nevelskoy, Vladivostok, Verkhneportovaya, 50a, e-mail: annanyan@yandex.ru
Author ID: 714368; ORCID: 0000-0001-8883-5026; SPIN: 8803-7925
Melnikova M.A., Candidate of Psychological Sciences, Associate Professor of the Department of Management and Logistics, Admiral G.I. Nevelskoy, Vladivostok, Verkhneportovaya, 50a, e-mail: ma_melnikova@mail.ru
Author ID: 757921; ORCID: 0000-0001-7546-3964; SPIN: 4321-9170

The article presents the practical application of the methodology for a comprehensive assessment of the competitiveness of a transport enterprise. A brief literary review of the problem of determining the level of competitiveness of a transport enterprise is given. The author's approach to assessing the competitiveness of a transport enterprise is proposed. On the basis of scorecards and questionnaires, a statistical analysis of the data obtained from the survey of the target group of clients in the service region was carried out. This will make it possible to form adaptive packages of transport and logistics services and, as a result, create investment-attractive conditions for offering high-quality transport and logistics services on the market.
Keywords: competitiveness, transport enterprises, methods, criteria, competitiveness of a transport enterprise.

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Institutional and marketing paradigm of the land market
Karabanova N.Yu., Ph. D., associate professor of Penza state university of architecture and construction, e-mail: terramarket58@yandex.ru
SPIN-code: 2287-2508; Wos Researcher ID: HJD-4389-2022; Author ID: 661646; ORCID: 0000-0001-9892-9421

The article presents theoretical research on the substantiation of the institutional marketing paradigm of the land market. By the method of expert panels, the impact of state and market regulation on the development of the land market from 1980 to 2030 was assessed and predicted, which showed that in the future the instruments of state influence (administrative, legal and economic methods) will retain their positions, and marketing management will be modified into «property technology».
Keywords:  land market, stages of development, marketing, institutionalism, evaluation and forecast of state impact.

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MARKETING RESEARCH

Marketing analysis of preferences of coffee consumers and coffee shop visitors in Moscow
Korchagova L.A., Candidate of Economic Sciences, docent of the Marketing Department of Russian State University for the Humanities, e-mail: lakor@rggu.ru
SPIN-code: 5883-7435; Author ID: 352519
Mikhaleva K.A., main expert of CBI «Analytical Center», e-mail: mihalyova.cristina@4@gmail.com

This article is a study of the habits and preferences of coffee consumers in Moscow. Currently, coffee is one of the engines of globalization, which determines the relevance of this study. There was a quantitative marketing study in the format of an online survey. Respondents who live in Moscow and drink coffee at home or in coffee shops took part in the survey. The study revealed people's coffee preferences, factors influencing the purchase of coffee for home; the preferred coffee brands; the goals of visiting coffee shops and factors influencing the visit of a particular coffee shop.
Keywords: coffee, coffee shop, cafeteria, Russian coffee market, coffee consumers, marketing analysis, statistical analysis, online survey.

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DISTRIBUTION CHANNELS

GIS capabilities in retail
Varvashenya A.A., Candidate of Economic Sciences, Assistant of the Department of Commercial Activities and Real Estate Market, Educational Institution «Belarusian State Economic University», e-mail: ann-basket@mail.ru
SPIN-code: 3821-6210; Author ID: 634543; Researcher ID (WoS): B-2325-2015; ORCID ID: 0000-0002-7320-6400

The article discusses the relevance of the introduction of GIS technologies in retail. The use of this tool in modern realities in the Belarusian market is justified through the Assistant Choice. The main advantages and problems restraining the introduction of GIS into the activities of trade organizations, as well as the possibilities of their application in the context of digitalization of the economy, were analyzed.
Keywords: geoinformation system, information and communication technologies, a software product, information, information technology, digitalization, process automation, modern trading technologies, retail, mapping.

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MARKETING COMMUNICATIONS

Approaches to the development of a marketing communications strategy in the hotel business
Kochevykh E. S., 2nd year master's student Higher School of Economics and Business Plekhanov Russian University of Economics, e-mail: kkochevykh@gmail.com
ORCID ID: 0000-0001-5292-6954
Kutyrkina L.V., Candidate of Philosophical Sciences, Associate Professor, Associate Professor of the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics, e-mail: Kutyrkina.LV@rea.ru
SPIN-code: 3843-1700; Author ID: 362845; ORCID ID: 0000-0002-8085-3294

This study analyzes marketing communications in the hotel business in Russia and abroad. This study highlights not only successful marketing communications, but also considers the experience of various hotels for its possible application in the market. Effective use of integrated marketing communications can maximize revenue in several ways. With a unified strategic approach to business and marketing, you can more effectively predict certain trends based on how past customers have interacted with content.
Keywords: marketing communications, marketing communications strategies, hotel business, strategic thinking, PR, clients, promotion channels.

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The importance of communication activities in Сhubblife’s internet communication campaign in Vietnam
Vu Ngoc Anh, 3 year student, Higher School of Economics and Business Russian Economic University named after G. V. Plekhanov, e-mail: nganhvuureu@yandex.ru
OCRID ID: 0000-0003-3044-5839
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 ChubbLife's communication activities in the internet communicatione campaigns applied in the Vietnamese market. Chubb Life is the global life insurance business unit of the Chubb Group. Chubb Life Vietnam entered the Vietnamese market in 2013 and is one of the largest insurance companies in the country. In this article the author not only describes the successful communication activities methods that Shoppe has applied in Vietnam, but also figures out a lesson to apply to the insurance market around the world.
Keywords: Chubblife, Internet communication campaign, communication activity, Vietnam, insurance company.

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Influencer marketing: definitions, approaches, tools and effectiveness
Tkachev V.V., master’s student of the Institute of Economics and Management (42.04.01 «Advertising and Public Relations») Volgograd State University, е-mail: evilarya@yandex.ru
SPIN-code: 6336-2676; Author ID: 1185522; Researcher ID (WoS): HOC-1763-2023; ORCID ID: 0009-0007-1243-0306
Fedorova S.V., Senior Lecturer of the Department of Management and Marketing, Volgograd State University, е-mail: fedorovasv@volsu.ru
SPIN-code: 5453-2760; Author ID: 749650; Researcher ID (WoS): HOF-6588-2023; ORCID ID: 0000-0002-9347-5931

The article discusses the main definitions and approaches to influencer marketing, based on the analysis of the interpretations available in the scientific literature, the author's definition is synthesized. Within the framework of a systematic approach, the boundaries of concepts, principles, goals, objectives, subjects and objects are identified, methods and tools of influence marketing are highlighted, and the main metrics for evaluating the effectiveness of using influencer marketing in the brand promotion system are presented.
Keywords: influencer marketing, opinion leader, marketing technology, brand promotion, native advertising, communication efficiency.

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