MARKETING RESEARCH

Digital marketing tools in the Belarusian leading companies’ practice
Razumova S.V., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Department of Business and Management, Institute of Entrepreneurship, Minsk, Republic of Belarus, e-mail: swrasum@yandex.ru
SPIN-code: 1699-3301; ORCID: 0000-0002-6918-8510

The article reviews scientific articles 2021–2023 regarding digitalization, highlights elements and modern tendencies of digital marketing, justifies the transition from offline to online promotion, provides an analyst on the marketing and budgets of world companies, describes the state of the market of marketing technologies, and forms the author’s definition of digital marketing. On the example of Belarusian companies, the role of marketing in providing market leadership is shown, and the attitude of representatives of Belarusian leading companies to various marketing initiatives is analyzed. Features and prospects of using the main tools and technologies of digital marketing are considered, and opportunities and challenges in the field of marketing are described. The directions of marketing are ranked according to the frequency with which they are used by Belarusian companies.
Keywords: Digitalization of marketing, digital marketing, customer experience management concept, personalization of customer experience, marketing technologies, market leader, marketing opportunities.

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PRODUCT POLICY

Sustainability of the life cycle of cosmetic products: the role of ethical factors
Sarkisyan A.V., Postgraduate student of the Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, 321uu100@mail.ru
SPIN-code: 4522-4617; Author ID: 1237239, 89800202908

The cosmetics industry is increasingly concerned about the environmental, social and economic impacts of the production and use of its products. Sustainability in cosmetics is first considered at the design stage, which influences all subsequent stages. This article examines the key strategies used by cosmetics companies to improve sustainability throughout the life cycle of their products, while taking ethical considerations into account. Real-life examples are presented, from multinational companies involved in sustainability at all levels, to small brands focusing on one phase of the life cycle.
Keywords: sustainability, life cycle, cosmetology, product, ethical factor.

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DISTRIBUTION CHANNELS

Analysis of marketplaces as a sales channel for light industrial products
Finkelzon E.M., graduate student, The Kosygin State University of Russia (Technologies. Design. Art), e-mail: edvard.finkelzon@mail.ru
Generalova A.V., PhD in Economics, Ass. Prof., Head of the Department of «Finance and Business Analytics», The Kosygin State University of Russia (Technologies. Design. Art),e-mail: generalann@yandex.ru
SPIN-code: 5076-8163; Author ID (ID РИНЦ) 554457; ORCID ID: 0000-0002-2239-6603; Scopus ID: 57190294704; WOS Researcher ID: E-3700-2014
Tkhorikov B.A., Doctor of Econ. Sciences, Professor, Head of the Department of «Commerce and Service», The Kosygin State University of Russia (Technologies. Design. Art),e-mail: tkhorikov-ba@rguk.ru
SPIN-code: 4283-2314; SCOPUS Author ID: 57000547300; ORCID: 0000-0001-6451-1123; Researcher ID: B-4591-2017
Nefedova L.V., PhD in Economics, Ass. Prof., Ass. Prof. of Department «Economics and management», The Kosygin State University of Russia (Technologies. Design. Art),e-mail: nefedova-lv@rguk.ru
SPIN-code: 3810-6281; Author ID (ID РИНЦ): 763173; ORCID ID: 0000-0003-1310-8208

In the context of rapid technological progress and the evolution of the business environment, the study of effective channels for online sales of light industry products is an important area of scientific research. The development of trade in the online space is making significant changes in the promotion and distribution strategies of goods for enterprises in this sector. The paper analyzed universal online trading platforms and considered the conditions of universal marketplaces for suppliers for various online platforms. Sales statistics for different categories of light industry goods on Russian marketplaces were studied, approaches to forecasting trends and sales volumes based on artificial intelligence technologies and online channel capabilities were considered. Understanding the evolution of sales mechanisms in the context of digital transformation and a changing agenda allows us to identify the factors that determine the success of using certain online sales channels, assess the impact of these factors on the sales volume of light industry companies, assess risks, study problems and opportunities for forecasting the sales volume of goods light industry through online trading channels.
Keywords: light industry, marketplaces, online sales channels, indicators for choosing online sales channels, conditions for suppliers, forecasting sales on marketplaces.

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MARKETING COMMUNICATIONS

Role of communication capital in preserving and increasing the resilience of the territory in conditions of turbulent economy
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 clarifies the economic content of the concepts of «territory vitality» and «territory communicative capital». The main directions for the formation and preservation of the viability of the territory in a turbulent economy are formulated. The proposition is substantiated that the viability of territories in an unstable economy largely depends on the activation of the processes of formation and implementation of its communicative capital. The theoretical and methodological basis of the study was a set of scientific ideas about the evolution of such economic phenomena as social and communicative capital. The specific characteristics and main functions of the territory's communicative capital are determined. It is emphasized that such «non-standard» methods of preserving and increasing the viability of regions and municipalities, such as the use of «soft power», building the potential of the event industry, scaling the presence of territories in social networks, and the use of influencer marketing, are becoming promising. The results of the study are of interest, first of all, to the scientific community (due to the emphasis on the theoretical and methodological aspect), as well as to authorities at various levels involved in the strategic management of territorial development. The results obtained determine the prospects for developing the concept of communicative capital and updating it to ensure the viability of territories in an unstable economy.
Кeywords: communicative capital, social capital, vitality of the territory, turbulent economy, «soft power», territorial individuality, competitive attractiveness of the territory.

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Рoster and trailer as a method of promotion of modern movie pictures
Lopatkin D.S., Ph. D. in Economics, Associate Professor, Head of the Management and Marketing Department, D.I. Mendeleev Russian University of Chemical Technology, e-mail: lopatkin.d.s@muctr.ru
SPIN-code: 2016-6159; Author ID: 647637; Scopus Author ID: 57205020973; ORCID: 0000-0003-4260-4710
Kopylova L.E., Ph. D. in Technical Sciences, Associate Professor of the Management and Marketing Department, D.I. Mendeleev Russian University of Chemical Technology, e-mail: kopylova.l.e@muctr.ru
SPIN-code: 7701-3395; Author ID: 867265
Shushunova T.N., Ph. D. in Technical Sciences, Associate Professor, Associate Professor of the Management and Marketing Department, D.I. Mendeleev Russian University of Chemical Technology, e-mail: shushunova.t.n@muctr.ru
SPIN-code: 3299-7598, Author ID: 485157; Scopus Author ID: 57202819498; ORCID: 0000-0001-5702-217X; Researcher ID: T-2699-2017

The article shows that in the film industry, trailers originated and are still created as a means of promoting a film, and the advertising aspect remains an integral feature of them. In recent years, the amount of content and distribution channels has grown so rapidly that the need to compete for the attention of viewers is now taken into account already at the stage of film production. This contributes to the emergence of new marketing tools and non-standard promotion solutions. Having realized the significant role of the trailer in promoting a film, marketers are studying the effectiveness of its impact on potential viewers. The article analyzes current trends in the creation of posters and trailers. Their role in shaping the visual appearance of the film and attracting the attention of viewers is explored. The article presents the results of assessing film advertising tools for the perception of potential audiences. Particular attention is paid to the ethical side of the issue. Examples of the use of posters and trailers in advertising campaigns are analyzed. The authors formulated practical recommendations for working with marketing incentives in the film industry. The findings may be of practical value to film producers and marketers seeking to optimize film promotion strategies in the modern film industry.
Keywords: movie marketing, movie distribution, film poster, trailer, audience, creative advertising.

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MARKETING FOR NON-PRODUCTIVE SPHERE

Modern trends in consumer behavior of applicants: analysis and adaptation of the individual university brand
Mushketova N.S., Doctor of Economics, Professor, Department of Management and Marketing, 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
Marusinina E.Yu., PhD in Economics, Associate Professor of the Department of Management and Marketing, Volgograd  State University, e-mail: elena_marusinina@mail.ru
SPIN-code: 6876-9198; Author ID: 498790; Researcher ID (WoS): Е9691-2018; ORCID ID: 0000-0002-1864-1231
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

The article examines trends in changes in the behavior of applicants from the perspective of emotional branding, used to enhance individuality and increase the competitiveness of universities in modern conditions. The authors proposed a definition of emotional branding as a strategic tool of marketing communications used to establish a deep emotional connection between the brand and the target audience, taking into account the coincidence of existing values, ideals and beliefs. It was revealed that the first trend is an increased choice of authentic university brands and a focus on the expected experience of the educational process: preparing for a career from the very beginning of education. The second trend in consumer behavior is the transition from formal impersonal sources of information about a university to recommendations from carriers of corporate culture. The third trend is the increasing number of student requests for personalized learning in higher education. Using examples of Russian universities, the possibilities of adapting the identified trends for use in brand promotion and effective development of the individuality of universities are illustrated.
Keywords:  consumer behavior, emotional branding, promotion, brand personality, educational marketing, applicants, marketing communications.

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Consumer choice management in the regional market of maternity services: the role of service in positioning strategy of maternity hospitals
Tarasenko E.A., PhD in Sociology, Associate Professor, Department of integrated communications and advertising, Russian State University for the Humanities, Moscow, Russia, e-mail: elenatar05@mail.ru
SPIN-code: 9626-4188; Author ID: 549657; Scopus ID: 57192878080; ORCID: 0000-0001-5070-1735; Researcher ID: I-3630-2015
Ryzhkova T.B., PhD in Economics, Associate Professor, Department of Marketing, Russian State University for the Humanities, Moscow, Russia, e-mail: tbr@rggu.ru
SPIN-code: 7131-5752; Author ID: 652464; ORCID: 0009-0001-5279-2375

The article examines the role of the service component in the positioning of maternity hospitals in Internet communications with consumers as one of the marketing aspects of consumer choice management in the Moscow market of medical maternity care. The authors analyzed the content of the websites of 23 maternity hospitals in Moscow. Based on the analysis, it was concluded that management of most state region maternity hospitals operating in a competitive environment in the regional market of medical maternity services are aware that can affect the consumer choice of future mothers, if consider the service component in the Internet positioning of maternity hospitals. The greatest role of the service component is given to the Internet positioning of the private clinic GK «Mother and Child», which provides maternity services.
Keywords: consumer choice management, consumers of medical maternity care, regional market of obstetric care, service component of medical maternity care, strategy of positioning of maternity hospitals, Internet communications.

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TERRITORIAL MARKETING

Issues of rating Russian regions for sustainable development within the framework of the ideological orientation of territory marketing
Bondarenko V.A., doctor of Economics, 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: 0000-0003-2921-7548
Przhedetskaya N.V., Doctor of Economics, Professor, Professor of the Department of Economic Theory, Rostov State University of Economics (RINH), e-mail: nvpr@bk.ru
SPIN-code: 3603-4555; Author ID: 414642; Scopus Author ID: 56029320100; ORCID: 0000-0003-4550-6649
Razinkova T.I., Postgraduate Student of the Department of Marketing and Advertising, Rostov State University of Economics (RINH), e-mail: tamara.razinkova@mail.ru
ORCID: 0000-0002-3834-6918

The article examines the issues of improving the rating of Russian regions for sustainable development in the ideological orientation of territory marketing. The existing approaches to such ranking are analyzed and conclusions are drawn about the incomplete consideration of the role of such stakeholders of the territory as the business and local community, which reduces the quality of the results obtained and the possibilities of marketing support for planning socio-economic transformations of the regions. An improved approach to the ranking of the sustainability of regional development in the framework of the marketing of sustainable development of the territory is proposed.
Keywords: territory marketing, sustainable development marketing, ranking, regions, assessment, indicators.

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MARKETS: STATE AND DEVELOPMENT

The Russian canned meat market: the state of demand, development prospects
Gutnikova O.N., Candidate of Economics, Associate Professor of the Department of Marketing, Trade and Customs Affairs, Institute of Economics and Management, Federal State Autonomous Educational Institution of Higher Education «CFU IN AND. Vernadsky”, Simferopol, Republic of Crimea, e-mail: vechirko15@mail.ru
SPIN-code: 3898-5181; ORCID: 0000-0003-2030-4178

The article conducted a study of the Russian canned meat market, gave the author's classification of the modern assortment, and identified the characteristic features of the product group. Statistical data characterizing the state of the domestic canned meat market has been systematized, and the dynamics of changes in the main economic indicators have been determined. The main Russian manufacturers of canned meat are noted, and a description of the structure of the range they produce is given. The trends in supply and demand in the canned meat market are analyzed, and factors influencing its development are identified. Based on the results obtained, trend models for the further development of the canned meat market were sharpened, prospects determined by the influence of external factors, including a reduction in imports of finished products from a number of countries under the influence of sanctions restrictions, were identified. Attention is focused on the possibilities of reducing the shortage of imported raw materials processed by domestic industry through the implementation of a number of government programs to support agricultural enterprises.
Keywords:  canned meat, product market, consumer demand, supply, development trends, assortment.
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Structure, trends, and limitations of the global advertising market development in the context of digitalization
Polyanichko V.P., applicant, Faculty of Economics, Lomonosov Moscow State University, e-mail: PolianichkoVP@spa.msu.ru
ORCID: 0009-0006-0568-284X

The article provides an analysis of the global advertising market, its structure, and development trends in the context of digitalization. Significant attention is given to examining the potential and limitations of the global advertising market. The author concludes that there is a positive development trajectory in the advertising market; however, an uneven structural transformation is evident, with high growth in some sectors and declines in others. These changes are primarily driven by large-scale digitalization of the advertising market, widespread adoption of artificial intelligence, increased advertising expenditures, a reduction in the television advertising segment, and decreased spending on promoting fast-moving consumer goods.
Keywords: global advertising market, development trends, digitalization, innovative technologies, artificial intelligence.

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