MARKETING TOOLS

Consumer behavior: the institutional aspect
Komarnitskaya E.V., Candidate of economic sciences, Associate Professor of the Department of Management Federal State Educational Institution of Higher Education «Donetsk State University», e-mail: alenakomarnitskaja@yandex.ru
SPIN-code: 4395-2956; Author ID: 257576; ORCID ID: 0000-0003-1787-8234

The article is devoted to the study of the theoretical basis of the economic category «consumer behavior». The article determines that among the main directions that the study of this term is aimed at is related to the social component that affects the consumer, satisfaction of consumer expectations, acts as part of the economic system, is aimed at purchasing goods and provides new digital opportunities in the digital economy.
Keywords: marketing, consumer behavior, consumer market, digital economy.

Sources
1. Kotler Ph. Country as brand, product, and beyond: A place marketing and brand management perspective / Ph. Kotler, D. Gertner // Journal of Brand Management. – 2002. – Vol. 9. – No. 4–5. – P. 249.
2. Blekuell R. Povedenie potrebitelei: per. S angl. / R. Blekuell, P. Miniard, Dzh. Endzhel. – 10-e izd. – spb.: Piter, 2007. – 944 s.: il.
3. Baigulov R.M. Issledovanie potrebitelskogo povedeniia / R.M. Baigulov, M.N. Kondrateva // Vestnik Mosk. Gumanitarno-ekon. In-ta. – 2022. – № 3. – S. 45–51. – DOI: 10.37691/2311-5351-2022-0-3-57-66
4. Germanchuk A.N. Mekhanizm formirovaniia potrebitelskoi tsennosti v sisteme treid-marketinga / A.N. Germanchuk // Sb. Nauch. Rabot serii «Gosudarstvennoe upravlenie». – 2019. – № 16. – S. 146–158.
5. Komarova E.V. Issledovanie povedeniia potrebitelei kak faktor povysheniia konkurentosposobnosti biznesa / E.V. Komarova // Vestnik Tver. Gos. Un-ta. Ser.: Ekonomika i upravlenie. – 2016. – № 1. – S. 128–133.
6. Komarnitskaia E.V. Potrebitelskaia tsennost v marketinge kak osnova razrabotki biznes-modeli / E.V. Komarnitskaia // Marketing v Rossii i za rubezhom. – 2024. – № 3. – S. 3–7.
7. Lysova E.A. Povedenie potrebitelei: soderzhanie poniatiia, sotsialno-ekonomicheskaia sushchnost / E.A. Lysova // Vestnik Voronezh. Gos. Un-ta. Ser.: Ekonomika i upravlenie. – 2019. – № 4. – S. 21–27.
8. Naumova N.A. Issledovanie povedeniia sovremennogo potrebitelia: institutsionalnyi aspekt / N.A. Naumova, O.V. Shuvalova // ANI: ekonomika i upravlenie. – 2017. – № 2 (19). – S. 315–318.
9. Tolstikhina E.I. Formirovanie potrebitelskogo povedeniia: sushchnost i osobennosti / E.I. Tolstikhina, S.K. Demchenko // Torgovlia, servis, industriia pitaniia. – 2022. – T. 2. – № 4. – S. 281–290. – DOI: 10.17516/2782-2214-0064
10. Khasanova L.V. Novye faktory potrebitelskogo povedeniia / L.V. Khasanova, E.A. Ferents // Naukosfera. – 2022. – № 4-2. – S. 386–393.
11. Semenova V.V. Psikhologiia arkhetipov i upravlenie potrebitelskim povedeniem /.V. Semenova, A.B. Kruglov // Chelovecheskii kapital. – 2014. – № 9 (69). – S. 53–57.
12. Pokul V.O. Povedenie potrebitelei kak obieekt mezhdistsiplinarnykh issledovanii: obzor nauchnykh vzgliadov i kontseptsii / V.O. Pokul // Iuzhno-rossiiskii zhurnal sotsialnykh nauk. – 2018. – № 1. – S. 117–126.
13. Denisova N.I. Transformatsiia povedeniia potrebitelei v tsifrovoi srede / N.I. Denisova, A.Iu. Shtezel, K.E. Raevskii // Sfera uslug: innovatsii i kachestvo.– 2024. – № 71. – S. 58–71.
14. Riabova E.Iu. Kontseptsiia etichnogo potrebleniia v usloviiakh tsifrovizatsii / E.Iu. Riabova // Ekonomicheskie i sotsialno-gumanitarnye issledovaniia. – 2024. – № 1 (41). – S. 159–164. – DOI: 10.24151/2409-1073-2024-1-159-164
15. Petrovich M.V. Potrebitel na rynke: ne ostatsia odnomu / M.V. Petrovich // Problemy upravleniia (Minsk). – 2009. – № 4 (33). – S. 134–140.
16. Kazanskaia I.V. Potreblenie i potrebitelskoe povedenie v tsifrovuiu epokhu / I.V. Kazanskaia, S.V. Iamshchikov, A.P. Romashkina // Gumanitarnye, sotsialno-ekonomicheskie i obshchestvennye nauki. – 2022. – № 1. – S. 43–47. – DOI: 10.23672/t1024-0645-1658-b
17. The CIA Triad: Confidentiality, Integrity, Availability [Elektronnyi resurs].– Режим доступа: panmore.com/the-cia-triad-confidentiality-integrity-availability (data obrashcheniia: 12.11.2024).

MARKETING TOOLS

Marketing directions for the market growth of Russian IT startups
Gerasimenko V.V., Doctor of Economic Sciences, Professor, Head of the Department of Marketing, Lomonosov Moscow State University, e-mail: vv_gerasimenko@mail.ru
Istinaresearcherid (IRID): 929735; Scopus Author ID: 57193995004; ORCID: 0000-0002-9020-6496; SPIN-code: 6293-1412
Korotkova P.A., Master's student, Faculty of Economics Lomonosov Moscow State University, E-mail: korotkova.po@yandex.ru

This article presents a study of the directions and effectiveness of modern use of marketing tools as drivers of development and market growth of Russian startups in the field of information technology. A factor analysis was carried out to identify key groups of tools, their optimal combinations were determined, and recommendations for their use were given.
Keywords: marketing tools, IT startup, promotion.

Sources
1. Romanovskaia E.V., Andriashina N.S., Bezrukova N.A., Utkin V.E. Osobennosti startapa kak proekta // Moskovskii ekonomicheskii zhurnal. – 2021. – № 12.
2. Sataev P.A., Soloveichik K.A. Startapy v ekonomike: poniatie, sushchnost i kharakteristiki // π-Economy. – 2021. – № 5.
3. Frich Miu, Viurvikh M. Rol znanii, navykov i vozmozhnostei v formirovanii regionalnykh startapov v sfere informatsionnykh tekhnologii // Forsait. – 2019. – № 2.
4. Kochkina A.V., Kelchevskaia N.R. Innovatsionnye startapy v Rossii: problemy funktsionirovaniia i osnovnye faktory uspekha // Innovatsii. – 2017. – № 2 (220).
5. Azoev G.L., Sumarokova E.V., Kotova A.N. Marketingovyi podkhod k masshtabirovaniiu biznesa innovatsionnogo startapa // Vestnik universiteta. – 2023. – № 9. – S. 38–47.
6. Krasiuk I.A., Bragin A.Iu. Tsifrovoi marketing startapov // Innovatsionnaia ekonomika: perspektivy razvitiia i sovershenstvovaniia. – 2022. – № 5 (63).
7. Marketing budget distribution among direct-to-consumer (DTC) marketers worldwide as of October 2023, by medium type // 2023 [Elektronnyi resurs]. URL: translated.turbopages.org/proxy_u/en-ru.ru.75cf5d36-67852fd1-f7a1fce0-74722d776562/https/statista.com/statistics/1428217/marketing-budget-share-dtc-brands-worldwide-medium-type/ (data obrashcheniia: 12.01.2025).
8. Bykov V.A., Shliamin V.V., Shepelev P.Iu., Dudko O.Iu. Startapy v tsifrovoi ekonomike Rossii: soderzhanie i zhiznennyi tsikl // Gipoteza. – spb., 2020. – № 4 (13).
9. Pilenko D.V. Tsifrovoi marketing kak osnova prodvizheniia startapov // Sb. Dokl. Mezhdunar. Nauch.-tekhn. Konf. Molodykh uchenykh BGTU im. V.G. Shukhova. – Belgorod, 2023. – Ch. 17.
10. Gerasimenko V.V., Kurkova D.N., Simonov K.V.,  Trotsenko A.N. Faktory rynochnykh provalov rossiiskikh vysokotekhnologichnykh startapov: analiz barerov // Vestnik Moskovskogo universiteta. Ser. 6. Ekonomika. – 2021. – № 6. – S. 120–136.

MARKETING RESEARCH

The impact of pro-environmental patterns on the transport behavior of Moscow residents
Sidorchuk R.R., Doctor of Economics, Associate Professor, Professor of the Marketing Department, Honored Worker of the Russian Federation's Education Sector, Plekhanov Russian University of Economics, Peoples' Friendship University of Russia (RUDN), E-mail: Sidorchuk.RR@rea.ru
SPIN-сode: 5776-9216; Author ID: 435077; Scopus Author ID: 56426297800; ORCID ID: 0000-0002-4033-2937; Researcher ID (wos): D-4239-2009
Lukina A.V., Doctor of Economics, Associate Professor, Professor of the Marketing Department, Plekhanov Russian University of Economics, Peoples' Friendship University of Russia (RUDN), e-mail: Lukina.av@rea.ru
SPIN-сode: 2339-5743; Author ID: 618478; Scopus Author ID: 57200269901; ORCID ID: 0000-0003-2455-3622; Researcher ID (wos): AAD-7230-2020
Mkhitaryan S.V., Doctor of Economics, Professor, Professor of the Marketing Department, Plekhanov Russian University of Economics, Higher School of Economics (HSE), Peoples' Friendship University of Russia (RUDN), e-mail: Mkhitaryan.SV@rea.ru
SPIN-сode: 1634-5650; Author ID: 391099; Scopus Author ID: 57188741772; ORCID ID: 0000-0001-8471-2395; Researcher ID (wos): ABC-9288-2021
Nevostruev P.Yu., Candidate of Economic Sciences, Associate Professor, Associate Professor of the Marketing Department, Plekhanov Russian University of Economics, Peoples' Friendship University of Russia (RUDN), e-mail: Nevostruev.PY@rea.ru
SPIN-сode: 5230-9406; Author ID: 619215; Scopus Author ID: 57192077825; ORCID ID: 0000-0002-1206-4509; Researcher ID (wos): JMQ-8331-2023

The research was conducted with financial support from RUDN University within the framework of the scientific project No. 203177-0-000 «Formation of Patterns of Pro-Environmental Behavior of Individuals».

The article examines the influence of pro-environmental patterns on the transport behavior of Moscow residents. Conceptual approaches to studying pro-environmental behavior based on the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) are discussed. The study focuses on demographic, social, and economic factors affecting urban transport habits. An online survey of 1,500 respondents confirmed that education level, age, income, and social environment significantly influence the adoption of environmentally friendly transport solutions. The research highlights the importance of social support and information campaigns in promoting sustainable urban transportation.
Keywords: pro-environmental behavior, sustainable transport behavior, Theory of Planned Behavior, Norm Activation Model, sustainable development marketing.

Sources
1. Globalnye megatrendy tekhnologicheskogo razvitiia // MIK [Elektronnyi resurs]. URL: i.moscow/future_tech/2 (data obrashcheniia: 05.01.2025).
2. Hidalgo-Crespo J., Amaya-Rivas J.L. Citizens’ pro-environ- mental behaviors for waste reduction using an extended theory of planned behavior in Guayas province//Cleaner Engineering and Technology. – 2024. – No. 21. – Pp.100–765. – DOI: doi.org/10.1016j.clet.2024.100765
3. Kotler Ph. Does Marketing Need Curtailment for the Sake of Sustainability? // The marketing journal. – 2021. – July 31 [Elektronnyi resurs]. URL: marketingjournal.org/does-marketing-need-curtailment-for-the-sake-of-sustainability-Philip-Kotler (data obrashcheniia: 02.02.2023).
4. Kotler Ph. The Rise of 5 New-Normal Lifestyles // The marketing journal. – 2020. – July 20. [Elektronnyi resurs]. URL: marketingjour nal.org/the-rise-of-5-new-normal-lifestyles-philip-kotler (data obrashcheniia: 02.02.2024).
5. Steg L., Bolderdijk J.W., Keizer K., Perlaviciute G. An Inte- grated Framework for Encouraging Pro-environmental Behavior: The role of values, situational factors and goals // Journal of Environ- mental Psychology. – 2014. – Vol. 38. – Pp. 104–115.
6. Jaciow M., Wolny R. New Technologies in the Ecological Behavior of Generation Z // Рroceedings of 25th International confer-ence on knowledge-based and intelligent information and engineering systems. – 2021. – Vol. 192 (1). – Рp. 4780–4789. – DOI: 10.1016/j.procs.2021.09.256
7. Simge E. Green consumption behaviors of consumers within the scope of TPB//Journal of Consumer Marketing. – 2019. – Vol. 36. – Iss. 3. – Рр. 410–417. – DOI: doi.org/10.1108/JCM-05-2018-2694
8. Stone G.W., Coley LS., Leak R.L. Toward a global consumer eco-orientation model: A cross-national perspective // Journal of International Consumer Marketing. – 2014. – No. 26 (4). – Рp. 311–328.
9. Bobylev S.N., Soloveva S.V. Tsirkuliarnaia ekonomika i ee indikatory dlia Rossii // Mir novoi ekonomiki. – 2020. – № 14 (2). – S. 63–72. – DOI: doi.org/10.26794/2220-6469-2020-14-2-63-72
10. Lukina A.V., Mkhitarian S.V., Sidorchuk R.R. Otsenka vliianiia sotsialno-ekonomicheskikh faktorov na proekologicheskoe povedenie zhitelei megapolisa // Globalnye vyzovy i natsionalnye ekologicheskie interesy: ekonomicheskie i sotsialnye aspekty: sbornik materialov XVII Mezhdunarodnoi nauchno-prakticheskoi konferentsii Rossiiskogo obshchestva ekologicheskoi ekonomiki (ROEE/RSEE–2023). 3–8 iiulia 2023 g., Institut ekonomiki i organizatsii promyshlennogo proizvodstva SO RAN, Novosibirskii natsionalnyi issledovatelskii gosudarstvennyi universitet, g. Novosibirsk, Rossiia/pod red. T.O. Taga-
Evoi, L.K. Kazantsevoi. – Novosibirsk: IEOPP SO RAN, 2023. – S. 281–289.
11. Susilo Y.O., Williams K., Lindsay M., Dair C. The influence of individuals' environmental attitudes and urban design features on their travel patterns in sustainable neighborhoods in the UK // Trans-portation Research. Part D: Transport and Environment. – 2012. – No. 17 (3). – Рp. 190–200. – DOI: 10.1016/j.trd.2011.11.007
12. Alauddin M.A., Putri A.K., Abdurrahim A.Y., Pribando- no A.A., Andriano L.D., Kurniawati D., Masruroh B. Ecological dam- age and individualistic behavior: A study on the urban crisis in surakarta city // IOP Conference Series: Earth and Environmental Science. – 2021. – No. 716 (1). – Pp.12–129. – DOI: 10.1088/1755-1315/716/1/12129
13. Al-Thawadi F.E., Banawi A.-A., Al-Ghamdi S.G. Social impact assessment towards sustainable urban mobility in Qatar: Under-standing behavioral change triggers // Transportation Research Inter-disciplinary Perspectives. – 2021. – No. 9. – Pp. 012129. – DOI: 10.1016/j.trip2020.100295
14. Müller-Eie D., Bjørnø L. The implementation of urban sus- tainability strategies: Theoretical and methodological implications for researching behaviour change // International Journal of Sustainable Development and Planning. – 2017. – No. 12 (5). – Рp. 894–907. – DOI: 10.2495/SDP-V12-N5-894-907
15. Xia T., Zhang Y., Braunack-Mayer A., Crabb S. Public atti- tudes toward encouraging sustainable transportation: An Australian case study // International Journal of Sustainable Transportation. – 2017. – No. 11 (8). – Рp. 593–601. – DOI: 10.1080/15568318.2017.1287316
16. Collado S., Evans G.W., Corraliza J.A., Sorrel M.A. The role played by age on children’s pro-ecological behaviors: An ex-ploratory analysis // Journal of Environmental Psychology. – 2009. – Vol. 44. – Pp. 309–317.
17. Mackay C.M.L., Schmitt M.T. Do people who feel con- nected to nature do more to protect it? A meta-analysis // Journal of Environmental Psychology. – 2019. – Vol. 65. – No. Art. 101323.
18. Lee J. Setting the governance of a participatory ecosystem service assessment based on text mining the language of stakeholders’ opinions//Journal of Environmental Management. – 2021. – No. 284. – Pp. 101–323. – DOI: 10.1016/j.jenvman.2021.112003
19. Mitran G., Ilie S., Igret S.V., Mihailescu S. Sustainable mo- bility as a result of peoples' awareness on environmental problems generated by transport activity // IOP Conference Series: Materials Science and Engineering. – 2019. – No. 568 (1). – Pp. 012025. – DOI: 10.1088/1757-899X/568/1/012025
20. Magdolen M., von Behren S., Burger L., Chlond B. Mobility styles and car ownership – Potentials for a sustainable urban trans-port // Sustainability (Switzerland). – 2021. – No. 13 (5). – 2-1810.3390/su13052968. – DOI: 10.1088/1748-9326/ab299b
21. Farrukh M.  Et al. Trends and patterns in pro-environmental behaviour research: a bibliometric review and research agenda // Benchmarking: An International Journal. – 2023. – Vol. 30. – No. 3. – Pp. 681–696. – DOI: 10.1108/BIJ-10-2020-0521
22. Ajzen I. The theory of planned behavior // Organizational Behavior and Human Decision Processes. – 1991. – No. 50 (2). – Pp. 179–211. doi.org/10.1016/0749-5978 (91)90020-T
23. Schwartz S.H. Normative influences on altruism. In: Berkowitz, L. (Ed.), Advances in Experimental Social Psychology. – 1977. – Vol. 10. – Pp. 221–279. Academic Press. doi.org/10.1016/S0065-2601 (08)60358-5
24. Vasseur V., Marique A.-F., Udalov V. A Conceptual Framework to Understand Households’ Energy Consumption // Energies. – 2019. – Vol. 12. – No. 22. – Pp. 42–50. – DOI: 10.3390/en12224250
25. Park J., Ha S. Understanding consumer recycling behavior: Combining the theory of planned behavior and the norm activation model. Fam. Consum. Sci. Res.J. – 2014. – No. 42. – Pp. 278–291.
26. Ajzen I. The theory of planned behaviour: Reactions and reflections. Psychology & Health. – 2011. – No. 26 (9). – Pp. 1113–1127. doi.org/10.1080/08870446.2011.613995
27. Fornara F., Carrus G., Passafaro P. & Bonnes M. Distinguishing the sources of normative influence on pro-environmental behaviors: The role of local norms in household waste recycling // Group Processes & Intergroup Relations. – 2011. – No. 14 (5). – Pp. 623–635. doi.org/10.1177/1368430211408491
28. Bamberg S. & Moser G. Twenty years after Hines, Hungerford, and Tomera: A new meta-analysis of psycho-social determinants of pro-environmental behavior // Journal of Environmental Psychology. – 2007. – No. 27 (1). – Pp. 14–25. doi.org/10.1016/j.jenvp.2006.12.002
29. Hines J.M., Hungerford H.R. & Tomera A.N.  Analysis and synthesis of research on responsible environmental behavior: A meta-analysis // The Journal of Environmental Education. – 1987. – No. 18 (2). – Pp. 1–8. doi.org/10.1080/00958964.1987.9943482
30. Frick J., Kaiser F.G., Wilson M. Environmental knowledge and conservation behavior: exploring prevalence and structure in a representative sample // Personal Individ. Differ. – 2004. – No. 37 (8). – Рp. 1597–1613. – DOI: 10.1016/j.paid.2004.02.015/
31. Ermolaeva P.O., Ermolaeva Iu.V. Kriticheskii analiz zarubezhnykh teorii ekologicheskogo povedeniia // Monitoring. – 2019. – № 4 (152). URL: cyberleninka.ru/article/n/kriticheskiy-analiz-zarubezhnyh-teoriy-ekologicheskogo-povedeniya (data obrashcheniia: 05.01.2025). doi.org/10.1016/j.jenvp.2014.01.002
32. Honnold J.A. Age and Environmental Concern some specification of effects // The Journal of Environmental Education. – 1984. – No. 16 (1). – Pp. 4–9. doi.org/10.1080/00958964.1984.9942695
33. Bruderer E.H., Diekmann A. Environmental Impact and Pro-Environmental Behavior: Correlations to Income and Environmental Concern // ETH Zurich Sociology Working Papers. – 2015. – No. 9. – Рp. 1–33. – DOI: 10.13140/RG.2.1.2831.5602 [Elektronnyi resurs]. URL: socio. Ethz.ch/en/research/energyconsumption.html (data obrashcheniia: 06.07.2024).
34. Upravlenie Federalnoi sluzhby gosudarstvennoi statistiki po g. Moskve i Moskovskoi oblasti. – 2023 [Elektronnyi resurs]. URL: mosstat.gks.ru/ (data obrashcheniia: 03.03.2023).

MARKETING IN TRADE

Standards of trade marketing in the company
Dolzhenko R.A., Doctor of Economics, Professor of the Labor Economics and Personnel Management Department, Ural State University of Economics, 620144, RF, Ekaterinburg, 8 March St., 62, e-mail: snurk17@gmail.com
SPIN-code: 8576-4140; ORCID: 0000-0003-3524-3005; Researcher ID: J-2847-2015; Scopus Author ID: 56436594700

In a market economy, the purchase and sale of goods and services is of key importance, which is largely formed using trade marketing. This set of tools that stimulate the desire to choose a particular product/service of the company allows businesses to maximize profitability, but not all companies are ready and able to use it correctly and effectively. The purpose of the work is to develop a system of tools for its use in the company through the analysis of basic approaches to trade marketing. The key research method is to summarize the experience of successful domestic companies in the use of trade marketing tools. It is trade marketing that is designed to increase sales of the company's products and services in various sales channels. The analysis showed that businesses have accumulated a wealth of experience that requires understanding and systematic implementation, primarily through the standardization of work in this area. The proposed recommendations can be used by businesses to increase supply and demand for their products and services, achieve a competitive advantage, and form a company brand in the market.
Keywords: Trade marketing, standardization, standards, trade marketing audit, effectiveness of events.

Sources
1. Asylova K.M. Osnovnye tendentsii razvitiia torgovogo marketinga / K.M. Asylova, E.Z. Abuov // Trudy universiteta. – 2002. – № 4. – S. 89–90. – EDN NZGQVN.
2. Kotov A.M. Paradigma torgovogo marketinga v kontekste sovremennykh otnoshenii proizvoditelia i konechnogo potrebitelia / A.M. Kotov // Strukturnye preobrazovaniia ekonomiki territorii: v poiske sotsialnogo i ekonomicheskogo ravnovesiia: sbornik nauchnykh statei 6-i Vserossiiskoi nauchno-prakticheskoi konferentsii s mezhdunarodnym uchastiem, Kursk, 15 marta 2024 g. – Kursk: Zakrytoe aktsionernoe obshchestvo «Universitetskaia kniga», 2024. – S. 154–158. – EDN GVSRMT.
3. Sosunova L.A. Ispolzovanie metodov treid-marketinga s tseliu povysheniia effektivnosti prodazh na primere deistvuiushchego proizvodstvennogo predpriiatiia / L.A. Sosunova, V.G. Moriakov//Innovatsionnoe razvitie ekonomiki. – 2022. – № 3–4 (69–70). – S. 168–173. – DOI: 10.51832/2223798420223-4168. – EDN VMLZKX.
4. Rodrigez M. Navstrechu budushchemu potrebitelskomu opytu: trendy i innovatsii v roznichnoi torgovle / M. Rodrigez, F. Paredes, G. Ii // Forsait. – 2016. – T. 10. – № 3. – S. 18–28. – DOI: 10.17323/1995-459X.2016.3.18.28. – EDN UGFLNC.
5. Romanovich V.K. Razvitie torgovogo marketinga na osnove izmeneniia potrebitelskikh raskhodov / V.K. Romanovich // Nauchnye trudy Volnogo ekonomicheskogo obshchestva Rossii. – 2010. – T. 130. – S. 370–373. – EDN NXROMZ.
6. Kitaeva K.A. Marketing kak dvizhushchaia sila prodazh / K.A. Kitaeva, A.P. Preobrazhenskii // V mire nauchnykh otkrytii. – 2013. – № 11–9 (47). – S. 185–188. – EDN RWWHAL.
7. Sokolov S.A. Torgovyi marketing kak effektivnyi instrument prodazh / S.A. Sokolov // Upravlenie prodazhami. – 2006. – № 2. – S. 90–95. – EDN HUXIXN.
8. Khabibulin K.R. Upravlenie torgovymi marketingami zarubezhnykh kompanii / K.R. Khabibulin. – M.: MAKS Press, 2008. – 42 s. – ISBN 978-5-317-02333-1. – EDN QSUXST.
9. Paniukova V.V. Internatsionalizatsiia roznichnoi torgovli kak faktor razvitiia torgovogo marketinga v Rossii / V.V. Paniukova // Upravlencheskie nauki v sovremennoi Rossii. – 2014. – T. 2. – № 2. – S. 74–78. – EDN SJLNJT.
10. Polozov D.V. Ispolzovanie treid-marketinga / D.V. Polozov, K.V. Nekrasov // Molodezh i nauka. – 2016. – № 6. – S. 137. – EDN WWSPBB.
11. Grishkova N.S. Primenenie sistemnogo podkhoda k torgovomu marketingu / N.S. Grishkova // Belgorodskii ekonomicheskii vestnik. – 2014. – № 2 (74). – S. 93–98. – EDN SEVSTJ.
12. Grishkova N.S. Torgovyi marketing v organizatsiiakh potrebitelskoi kooperatsii: problemy razvitiia v sovremennykh usloviiakh/N.S. Grishkova//Vestnik Belgorodskogo universiteta potrebitelskoi kooperatsii. – 2006. – № 1 (15). – S. 215–218. – EDN KVTJCN.
13. Grishkova N.S. Razvitie torgovogo marketinga v organizatsiiakh potrebitelskoi kooperatsii: spetsialnost 08.00.05 «Ekonomika i upravlenie narodnym khoziaistvom (po otrasliam i sferam deiatelnosti, v t.ch.: ekonomika, organizatsiia i upravlenie predpriiatiiami, otrasliami, kompleksami; upravlenie innovatsiiami; regionalnaia ekonomika; logistika; ekonomika truda; ekonomika narodonaseleniia i demografiia; ekonomika prirodopolzovaniia; ekonomika predprinimatelstva; marketing; menedzhment; tsenoobrazovanie; ekonomicheskaia bezopasnost; standartizatsiia i upravlenie kachestvom produktsii; zemleustroistvo; rekreatsiia i turizm)»: dissertatsiia na soiskanie uchenoi stepeni kandidata ekonomicheskikh nauk / N.S. Grishkova. – Belgorod, 2006. – 245 s. – EDN NNVYNZ.
14. Egorov V.F. Tselevoi marketing v kommercheskoi deiatelnosti torgovogo predpriiatiia / V.F. Egorov, N.M. Egorova // Zhurnal pravovykh i ekonomicheskikh issledovanii. – 2015. – № 1. – S. 128–133. – EDN TOMOCD.
15. Panova E.A. Torgovyi menedzhment i torgovyi marketing: skhodstva i razlichiia / E.A. Panova // Marketing v Rossii i za rubezhom. – 2016. – № 5. – S. 27–34. – EDN UTFZYE.
16. Romanova I.M. Torgovyi marketing:  ucheb. Posobie / I.M. Romanova, E.V. Noskova // M-vo obrazovaniia i nauki Rossiiskoi Federatsii, Tikhookeanskii gos. Ekonomicheskii un-t. – Vladivostok: TGEU, 2011. – 304 s. – ISBN 978-5-93362-661-9. – EDN QVIJYL.
17. Sochilin G. Torgovyi marketing – igry dlia vzroslykh / G. Sochilin // Marketingovye kommunikatsii. – 2008. – № 2. – S. 70–79. – EDN JQQUYT.
18. Kareva E.S. Upravlenie torgovym marketingom na predpriiatiiakh alkogolnoi sfery regiona/E.S. Kareva//Marketing v Rossii i za rubezhom. – 2011. – № 3. – S. 72–78. – EDN OJXXKP.
19. Razumovskaia O.V. Formirovanie marketingovogo podkhoda k kommercheskoi deiatelnosti torgovykh predpriiatii/O.V. Razumovskaia, I.D. Kuznetsova//Fundamentalnye i prikladnye issledovaniia kooperativnogo sektora ekonomiki. – 2013. – № 3. – S. 60–66. – EDN RCXAOD.
20. Leonov D.I. Printsipy postroeniia politiki torgovogo marketinga / D.I. Leonov // Upravlenie kanalami distributsii. – 2009. – № 3. – S. 158–181. – EDN KWUEKX.
21. Oiner O.K. Otsenka rezultativnosti marketinga s pozitsii sistemy upravleniia biznesom / O.K. Oiner // Rossiiskii zhurnal menedzhmenta. – 2008. – T. 6. – № 2. – S. 27–46. – EDN JTNRSN.

The role of retailers’ private labels in an era of turbulence
Aleksanov K.N., Postgraduate student, Faculty of Economics, Moscow State University. M. V. Lomonosov, e-mail: aleksanovkn@gmail.com
SPIN-code: 1944-7724

The purpose of the study is to determine the role of private labels (PL) of retail chains during times of high instability in the Russian market. The objectives of the work are to identify the brands of multinational companies (MNC) that were replaced by PL during the period when the SWO was first announced, as well as to assess customer loyalty to PL retail chains during a period of instability in the Russian market. The author analyzed changes in customer metrics, such as loyalty coefficient and frequency of repeat purchases, on the example of three brands in the context of several years. The data obtained was processed using content analysis methods and using data from the Lenta retail chain. Based on the work carried out, the report formulates conclusions and proposals for further research.
Keywords: retail chains, private label, brand, customer loyalty, consumer goods.
Sources
1. Kumar N. Private label strategy: How to meet the store brand challenge. Harvard Business Review Press. – 2007.
2. Gielens K., Ma Y., Namin A., Sethuraman R., Smith R.J., Bachtel R.C. & Jervis S. The future of private labels: towards a smart private label strategy. Journal of Retailing, 2021. – No. 97 (1). – Pp. 99–115. Doi.org/10.1016/j.jretai.2020.10.007
3. Ziukin D.V., Sergeeva N.M., Bushina N.S., Alekhina A.A. Izmenenie pokupatelnoi sposobnosti denezhnykh dokhodov naseleniia Rossii // Vestnik Altaiskoi akademii ekonomiki i prava. – 2023. – № 4. Doi: 10.17513/vaael.2763
4. RBK Investitsii [Elektronnyi resurs]. URL: quote.rbc.ru/news/short_article/622ee2f39a79474a36af0836 (data obrashcheniia: 11.12.2024).
5. Komsomolskaia pravda [Elektronnyi resurs]. URL: kp.ru/online/news/4656235/ (data obrashcheniia: 11.12.2024).
6. RBK Nedvizhimost [Elektronnyi resurs]. URL: realty.rbc.ru/news/641bff089a794753aea8a2c0 (data obrashcheniia: 11.12.2024).
7. Konferentsiia nielseniq2022 [Elektronnyi resurs]. URL: nielseniq.com/wp-content/uploads/sites/4/2022/11/RU-NIQ-Conference22.pdf (data obrashcheniia: 11.12.2024).
8. Plotnikov A.V. Modelirovanie form proiavleniia krizisa v natsionalnoi ekonomike pod vozdeistviem neekonomicheskogo shoka (na primere krizisov v Rossii 2020 i 2022 godov) // Izvestiia S.-Peterb. Gos. Ekon. Un-ta. – 2022. – S.  194–199 [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/modelirovanie-form-proyavleniya-krizisa-v-natsionalnoy-ekonomike-Pod-vozdeystviem-neekonomicheskogo-shoka-na-primere-krizisov-v (data obrashcheniia: 11.12.2024).
9. Shirochenskaia I.P. Osnovnye poniatiia i metody izmereniia loialnosti // Marketing v Rossii i za rubezhom. – 2004. – №  2 [Elektronnyi resurs]. URL: mavriz.ru/articles/2004/2/88.html (data obrashcheniia: 11.12.2024).

MARKETING COMMUNICATIONS

Current media formats of marketing communications in creative industries
Maksimovich A.A., bachelor of the 4th year, Graduate School of Creative Industries Plekhanov Russian University of Economics, e-mail: a.a.maks2003@gmail.com
ORCID ID: 0009-0001-7260-0916
Chekmeneva P.Yu., bachelor of the 4th year, Graduate School of Creative Industries Plekhanov Russian University of Economics, e-mail: chepolinary@gmail.com
ORCID ID: 0009-0001-9447-3970
Koshel V.A., Associate Professor, 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

This article was prepared as part of research conducted within the framework of a project financed by the Plekhanov Russian University of Economics on the topic: «Creative Industries as a Driver of Innovative Development of RF Regions in the Conditions of Digital Transformation».

The article discusses the effectiveness of various formats of marketing communications in the creative industry. The influence of newspapers, magazines, radio and television, as well as new media on the formation of consumer preferences in the context of the development of creative industries is analyzed. The conclusions of the undertaken study are based on the results of a survey conducted among consumers and revealed their preferences and relative perception of traditional media compared to digital channels. The results of the study emphasize the importance of integrating various media formats to achieve the best results in marketing.
Keywords:  traditional media, new media, digital media, creative industries, efficiency of marketing channels, technology integration.

Sources
1. Ladogina A.Iu. Analiz trendov internet-reklamy v Rossii i mire na 2017 g. / A.Iu. Ladogina, N.S. Menshenin // Nedelia molodezhnoi nauki: sb. Nauch. St.: v 2-kh ch., Moskva, 13–17 fevr. 2017 g. / FGBOU VO «Rossiiskii ekonomicheskii universitet im. G.V. Plekhanova». Ch. 2. – M.: Ros. Ekon. Un-t imeni G.V. Plekhanova, 2017. – S. 311–316.
2. Federalnyi zakon ot 08.08.2024 № 330-FZ «O razvitii kreativnykh (tvorcheskikh) industrii v Rossiiskoi Federatsii» [Elektronnyi resurs] / konsultantplius – Elektron. Dan. Rezhim dostupa: consultant.ru/document/cons_doc_LAW_482580/ (data obrashcheniia: 15.09.2024).
3. Marketingovyi proekt Dove [Elektronnyi resurs]. URL: dzen.ru/a/Zbd4APWVK0B_TCUQ (data obrashcheniia: 15.09.2024).
4. Bernet Dzh. Marketingovye kommunikatsii: integrirovannyi podkhod / per. S angl. Pod red. S.G. Bozhuk. – spb.: Piter, 2001. – 864 s.
5. Neudachnyi keis Pepsi [Elektronnyi resurs]. URL: vc.ru/marketing/1028440-neudachnyi-keis-pepsi-rolik-s-s-uchastiem-modeli-kendall-dzhenner (data obrashcheniia: 18.09.2024).
6. Starye i novye media [Elektronnyi resurs]. URL: vk.com/@oblako_vozmozhnostey-starye-i-novye-media-chto-eto (data obrashcheniia: 20.09.2024).
7. Novostnoi portal [Elektronnyi resurs]. URL: wikinews.org (data obrashcheniia: 20.09.2024).
8. Google. New York Times. Virtualnaia realnost [Elektronnyi resurs]. URL: holographica.space/news/google-new-york-times-cardboard-1830/(data obrashcheniia: 20.09.2024).
9. Statistika interneta i sotssetei na 2023 g. [Elektronnyi resurs]. URL: web-canape.ru/business/statistika-interneta-i-socsetej-na-2023-god-cifry-i-trendy-v-mire-i-v-rossii/?Utm_referrer=https%3a%2f%2fgoogle.com%2f (data obrashcheniia: 22.09.2024).
10. Dekers E. Marketing v sotsialnykh media. Prosto o glavnom / D. Folls, E. Dekers. – M.: Mann, Ivanov i Ferber, 2012. – 336 s.
11. Kozhemiakin E.A. Osnovy teorii kommunikatsii / E.A. Kozhemiakin. – M.: INFRA-M, 2019. – 189 s.
12. Chumikov A.N. Kommunikatsionnye kampanii: ucheb. Pos. / A.N. Chumikov. – M.: Aspekt Press, 2014. – 160 s.
13. Statistika sotsialnykh setei protiv traditsionnykh SMI, punkt 10 [Elektronnyi resurs]. URL: dzen.ru/a/ZL5padqNKT5_AW7B (data obrashcheniia: 22.09.2024).
14. Malkevich A.A. Organizatsiia i provedenie kampanii v sfere sviazei s obshchestvennostiu: ucheb. Pos. Dlia akademicheskogo bakalavriata / A.A. Malkevich. – M.: Iurait, 2018. –109 s.

Assessing the preferences and perceptions of the audience of social media and messengers of private realtors
Kulpin S.V., phd in Economics, Associate Professor of the Department of Integrated Marketing Communications and Branding, Deputy Director of the School of public administration and entrepreneurship, Institute of Economics and Management, Ural Federal University named after the first President of Russia B.N. Yeltsin, Yekaterinburg, Russian Federation, E-mail: s. V.kulpin@urfu.ru
SPIN-code: 1852-0951; ORCID: 0000-0002-3998-9341
Podzusova A.O., 3nd year Master's student, Department of Integrated Marketing Communications and Branding, Institute of Economics and Management, Ural Federal University named after the first President of Russia B. N. Yeltsin, Yekaterinburg, Russian Federation, e-mail: ana.podzusova@gmail.com
Kuklinov M.L., candidate for the scientific degree Ph. D. Department of Regional Economics, Innovative Entrepreneurship and Security, Institute of Economics and Management Ural Federal University named after the first President of Russia B. N. Yeltsin, Yekaterinburg, Russian Federation, e-mail: mkuklinov@mail.ru
SPIN-code: 7937-6370; ORCID: 0000-0003-3663-7292

This fundamental research is devoted to the assessment of preferences and perceptions of the target audience of private realtors' social media. The authors hypothesize the impact of a realtor's active social media positioning on the perceptions, preferences, and loyalty of the audience. The paper also presents the results of a standardized interview to assess the perceptions of realtors' social media and to highlight the importance of realtor's personal brand work. The research topic is topical, and the results have theoretical and practical significance for representatives of the real estate business and scientific community.
Keywords: realtor, social media, personal brand, preferences, perceptions.

Sources
1. Pääkkönen L. Social selling – Henkilöbrändi, verkostot ja sosiaalinen media B2Bmyynnissä. Noblea. Helsinki.  – 2017.
2. Hajli N.M. A study of the impact of social media on consumers. International journal of market research. – 2013. – Vol. 56. – No. 3. – Pp. 387–404.
3. Wenham K., Stephens D. & Hardy R. The marketing effectiveness of UK environmental charity websites compared to best practices. International journal of nonprofit and voluntary sector marketing. – 2003. – Vol. 8. – No. 3. – Pp. 213–223.
4. Räsänen T. The role of personal branding in real estate business. – 2019.
5. Khaiiatt M. Platforma: prakticheskoe primenenie pravil sotsmedia / M. Khaiiatt. – M.: Mann, Ivanov i Ferber, 2013. – 328 s.
6. Khalilov D. Marketing v sotsialnykh setiakh / D. Khalilov. – M.: Mann, Ivanov i Ferber, 2013. – 240 s.
7. Gogokhiia I. Instagram: khochu likes i followers / I. Gogokhiia. – M.: Eksmo, 2019. – 224 s.
8. Gopius K. Sila ubezhdeniia. 101 sovet po storitellingu / K. Gopius. – M.: Alpina Pablisher, 2019. – 216 s.
9. Khairetdinov D. Sotsialnye seti. Rukovodstvo po ekspluatatsii / D. Khairetdinov. – M.: AST, 2016. – 320 s.

Development of a communication strategy for the development of the Republic of Buryatia
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
SPIN-code: 1499-7863; ORCID ID: 0000-0002-6813-7359
Akhtar S.N., 1st year master's student of the Higher School of Creative Industries of the Plekhanov Russian University of Economics, Moscow e-mail: samirka2002@yandex.ru

The article discusses the concept of «communication strategy for territory promotion», its formation stages, marketing communications tools for territory promotion. Formation of a communication strategy contributes to the formation of the image and recognition of the territory, increasing the presence of the territorial brand in the information space, as well as attracting investors. The article is devoted to the formation of a communication strategy for promoting the Republic of Buryatia. Based on the analysis of secondary information, Buryatia has revealed a great potential as a tourist destination, which lies in its natural resources, cultural, historical, religious and architectural heritage. Despite the fact that the tourist flow has doubled over the past year, the republic is experiencing socio-economic problems. These
Primarily include low wages and high unemployment. The article also presents the results of a study aimed at identifying the problems and prospects for the development of Buryatia as a tourist destination. The study involved both potential tourists (n = 126) and local residents (n = 74). The study revealed the problem of tourism development in Buryatia – low awareness of Buryatia as a tourist destination. However, potential tourists and local residents consider this region as a tourist destination.
Based on the results of the study, a communication strategy for promoting Buryatia was developed, which can help solve these problems. The article also substantiates the choice of marketing communications tools for the development of tourism in Buryatia. The following methods were used in the work: analysis, synthesis, online survey, association method.
Keywords: communication strategy, event marketing, advertising, association method, marketing communications tools, event marketing, social media marketing (SMM).

Sources
1.   Agafontsev M.S. Iazykovaia igra kak kommunikativnaia strategiia formirovaniia imidzha Samary v regionalnoi presse // Izvestiia Samarskogo nauchnogo tsentra Rossiiskoi akademii nauk. Sotsialnye, gumanitarnye, mediko-biologicheskie nauki. – 2021. – № 79-1 [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/yazykovaya-igra-kak-kommuni kativnaya-strategiya-formirovaniya-imidzha-samary-v-regionalnoy-presse (data obrashcheniia: 20.12.2024).
2.   Zinnurov I.F., Sitnova I.A. Instrumenty territorialnogo marketinga kak faktor povysheniia konkurentoustoichivosti regiona // reiu. – 2008. – № 13 [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/instrumenty-territorialnogo-marketinga-kak-faktor-povysheniya-konkurentoustoychivosti-regiona (data obrashcheniia: 24.12.2024).
3.  Turpotok v Buriatiiu vyros bolee chem na 50% // RBK. – 2023 [Elektronnyi resurs]. URL: prim.rbc.ru/prim/freenews/6518d4199a7947c4915b5505 (data obrashcheniia: 17.10.2024).
4.  Buriatiia okazalas v liderakh po bezrabotitse // transsibinfo.com [Elektronnyi resurs]. URL: transsibinfo.com/news/2023-02-27/buryatiya-okazalas-v-liderah-po-bezrabotitse-2671117 (data obrashcheniia: 25.11.2024).
5.  Strategiia sotsialno-ekonomicheskogo razvitiia Respubliki Buriatiia na period do 2035 g. // Ofitsialnyi sait Ministerstva ekonomicheskogo razvitiia Rossiiskoi Federatsii [Elektronnyi resurs]. URL: economy.gov.ru/material/file/0fd99471a7d0fe0f723804a2a79e0f56/11022019.pdf (data obrashcheniia: 22.12.2024).
6.   Manikhin A.A. Mesto event-marketinga v komplekse marketingovykh kommunikatsii // KE. – 2010. – № 4 [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/mesto-event-marketinga-v-komplekse-marketingovyh-kommunikatsiy (data obrashcheniia: 21.12.2024).
7.  Mediascope: rossiiane provodiat v sotssetiakh v srednem odin chas v den // Sostav – vedushchee SMI o reklame, marketinge i PR v Rossii [Elektronnyi resurs]. URL: sostav.ru/publication/issledovanie-62983.html#:~: text=Rossiiane%20 starshe%2012%20let%20 v, onlain-prostranstve%20 okolo%20shesti%20chasov (data obrashcheniia: 22.12.2024).
8.  Shevchenko D.A. SMM (marketing v sotsialnykh setiakh): strategiia i taktika // Prakticheskii marketing. – 2022. – № 8 (305) [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/smm-marketing-v-sotsialnyh-setyah-strategiya-i-taktika (data obrashcheniia: 24.12.2024).
9.  Federalnyi zakon ot 13.03.2006 № 38-FZ «O reklame» (red. Ot 23.04.2024) [Elektronnyi resurs]. URL: consultant.ru/document/cons_doc_LAW_58968/4f41fe599ce341751e4e34dc50a4b676674c1416/ (data obrashcheniia: 23.12.2024).

The relationship between advertising and avoidant attachment type according to Bowlby
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 relationship between advertising and the avoidant type of attachment according to Bowlby, Advertising is one of the communication methods that must take into account the psychological characteristics of consumers.
According to John Bowlby, there are four types of attachment: reliable, anxious, avoidant, and anxious-avoidant, which are formed by family, society, culture, religion, and other factors.
In this article, you can familiarize yourself with the results of the author's research of Russians from different cities and different ages to identify the main type of attachment, and also shows which advertising is best suited for this type.
Keywords: advertising, psychology, consumer behavior, Bowlby's theory of attachment, Howe-Strauss theory of generations.

Sources
1. Boulbi Dzh. Teoriia priviazannosti. – Izd-vo: Gaidarika, 2003. – S. 447.
2. Bowlby J. A secure base: parent-child attachment and healthy human development. – N.Y.: Basicbooks, 2008. – P. 136.
3. Einsvort M., Blekhar M., Uoters E., Uoll S. Modeli priviazannosti. – Khilsdeil. – Niu-Dzhersi: Erlbaum., 1978. – S. 241.
4. Theattachmentproject (test po vyiavleniiu priviazannosti u vzroslykh) [Elektronnyi resurs]. URL: attachmentproject.com/ (data obrashcheniia: 06.11.2024).
5. Strauss W., Howe N. The Fourth Turning. An American Prophecy. – N.Y.: Broadwaybooks, 1997. – P. 382.
6. Kosminski F.S., Dzhordan D.R. Terapiia goria, osnovannaia na priviazannosti. – M.: Izd-vo: Dialektika, 2022. – S. 336.
7. Afisha Daily. Rolik Nike «Iz chego zhe sdelany nashi devchonki?» poluchil «Zolotogo lva» na festivale reklamy v Kannakh [Elektronnyi resurs]. URL: daily.afisha.ru/news/9301-rolik-nike-iz-chego-zhe-sdelany-nashi-devchonki-poluchil-zolotogo-lva-na-festivale-reklamy-v-kannah/ (data obrashcheniia: 12.01.2025).
8. Konkurs «Stan litsom kuzbasskogo predprinimatelstva!» [Elektronnyi resurs]. URL: fond42.ru/news/all-news/konkurs-stan-litsom-kuzbasskogo-predprinimatelstva-/ (data obrashcheniia: 05.01.2025).
9. 15 luchshikh pechatnykh obieiavlenii vsekh vremen i chto iz nikh mozhno izvlech [Elektronnyi resurs]. URL: pixcap.com/ru/blog/best-print-ads (data obrashcheniia: 17.02.2025).
10. Skandal vokrug reklamy Reebok: prisest i podumat [Elektronnyi resurs]. URL: beautyinsider.ru/2019/02/13/skandal-vokrug-reklamyi-reebok-prisest-i-podumat/(data obrashcheniia: 17.02.2025).
11. «Kvartiry dlia silnykh dukhom»: INGRAD i Headshot zapustili kampaniiu so sport-Blogerami [Elektronnyi resurs]. URL: sostav.ru/publication/ingrad-46798.html?From=rss (data obrashcheniia: 17.02.2025).

COMPETITIVENESS

Research of direct competitors of scientific organization
Timokhovich A.N., phd in Psychology, Associate Professor at the Advertising and PR Department of State University of Management, e-mail: 3178720@list.ru
SPIN-code: 4619-7868; Author ID: 450887; Scopus ID: 57212621828; Researcher ID: C-8154-2015; ORCID: 0000-0001-5326-5975
Samokhodkina E.G., Chief Specialist of OOVPSTL VINITI RAS, E-mail: slava-eugen@yandex.ru
SPIN-code: 5707-5373; Author ID: 1174107; ORCID: 0000-0002-3162-3097
Samokhodkin E.V., Senior specialist of the Center for Marketing Research and Long-term Planning of VINITI RAS, e-mail: rodentforme@gmail.com
SPIN-code: 3901-4969; Author ID: 1174111; ORCID: 0000-0003-3791-0123
Elzon А.А., Senior specialist of the Center for Marketing Research and Long-term Planning of VINITI RAS, e-mail: alisaelzon@gmail.com
SPIN-code: 2926-5965; Author ID: 1174118; ORCID: 0000-0003-3524-434X

The article presents the results of the study of direct competitors of scientific organization VINITI RAS. The theoretical basis for studying the marketing environment of scientific organization is presented. The article studies the essential characteristics and peculiarities of direct competitors of VINITI RAS. The key aspects of competitors' activities are revealed, including the list of services provided, product characteristics, as well as the approaches used for their development and distribution. Strengths and weaknesses of the competitors are identified. Conclusions are formulated on the basis of the research results about unique competitive advantages, about the intersection of functional tasks of organizations – direct competitors, about the directions of using data on the strengths and weaknesses of competitors.
Keywords:  scientific organization, scientific and technical information, direct competitors, marketing environment, competitor analysis, VINITI RAS.

Sources
1. The state of AI in early 2024: Gen AI adoption spikes and starts to generate value // mckinsey.com [Elektronnyi resurs]. URL: mckinsey.com/capabilities/quantumblack/our-insights/the-state-of-ai (data obrashcheniia: 03.12.2024).
2. Darvish F. Analiz innovatsii v rossiiskom predprinimatelstve // Beneficium. – 2022. – № 2 (43). – S. 24–33.
3. Shevchenko M.N. Analiz marketingovoi sredy predpriiatii // Organizator proizvodstva. – 2017. – T. 25. – № 3. – S. 76–85.
4. Sharapova V.M., Fedorovskikh A.S. Metody konkurentnogo analiza: ikh vliianie na konkurentosposobnost predpriiatiia // Agrarnoe obrazovanie i nauka. – 2017. – № 4. – S. 24–28.
5. Grunig J. Publics, Audiences, and Market Segments: Segmentation Principles for Campaigns. In C. Salmon (Ed.) Information campaigns: Balancing social values and social change. – Newbury Park, CA: SAGE, 1989. – Pp. 199–228.
6. Porter M. Konkurentnaia strategiia: metodika analiza otraslei i konkurentov. – M.: Alpina Pablisher, 2007. – 453 s.
7. Allen R., Helms M. Linking strategic practices and organizational performance to Porter's generic strategies // Business Process Management Journal. – 2006. – Vol. 12. – Pp. 433–454.
8. Lavrenova G.A., Sysoev S.I. Formirovanie konkurentnykh preimushchestv sovremennogo predpriiatiia // EKONOMINFO. – 2018. – № 4. – C. 34–39.
9. Bondartsova O.Iu. Osnovnye indikatory konkurentosposobnosti predpriiatii sfery uslug // Forum molodykh uchenykh. – 2017. – № 5 (9). – C. 314–320.
10. Andreeva O.Iu., Musalev R.R. Vliianie potrebitelei na transfer innovatsii // Vestnik Perm. Nats. Issled. Politekhn. Un-ta. Sotsialno-ekonomicheskie nauki. – 2015. – № 4. – C. 36–54.
11. O proekte // elibrary.ru [Elektronnyi resurs]. URL: elibrary.ru/elibrary_about.asp (data obrashcheniia: 04.12.2024).
12. O nauchnoi biblioteke otkrytogo dostupa // cyberleninka.ru [Elektronnyi resurs]. URL: cyberleninka.ru/about (data obrashcheniia: 04.12.2024).
13. Nauchnaia elektronnaia biblioteka dissertatsii i avtoreferatov // dissercat.com [Elektronnyi resurs]. URL: dissercat.com/(data obrashcheniia: 04.12.2024).
14. Obshchie svedeniia o GPNTB Rossii//gpntb.ru [Elektronnyi resurs]. URL: gpntb.ru/o-biblioteke.html (data obrashcheniia: 04.12.2024).
15. O biblioteke «Rossiiskaia gosudarstvennaia biblioteka» // rsl.ru [Elektronnyi resurs]. URL: rsl.ru/ru/about/(data obrashcheniia: 04.12.2024).
16. Timokhovich A.N., Samokhodkin E.V., Elzon A.A. Issledovanie tselevoi auditorii potrebitelei nauchno-tekhnicheskoi informatsii: osobennosti postroeniia effektivnoi kommunikatsii i metody formirovaniia loialnosti / A.N. Timokhovich, E.V. Samokhodkin, A.A. Elzon. – M.: Rusains, 2023. – 242 s.

MARKETS: STATE AND DEVELOPMENT

Exploring the role and place of artificial intelligence in the international digital healthcare market
Gertsik Yu.G., Doctor of Economics, Candidate of Biological Sciences, Professor, Department of Industrial Logistics, Bauman Moscow State Technical University, e-mail:ygerzik@bmstu.ru
SPIN-code: 6664-3426; ORCID: 0000-0002-9286-648Х; Researcher ID: V-7149-2018

One of the key global trends in healthcare is the digitalization of most of the main processes related to the creation and introduction of new technologies, medical devices and medicines into production and clinical practice, as well as increasing the speed and quality of medical services to the population. This allows, on the one hand, to increase the number of services provided, that is, to provide them to more people and at the same time reduce costs, making them more accessible without loss of quality. On the other hand, there is an increasing volume of data that must be processed and at the same time remain confidential due to the presence of medical information in them and due to ethical issues. Artificial intelligence technologies that are being actively implemented in the world and in Russia are designed to solve these and other socially significant problems and tasks, and this study is designed to assess their role and place in the global digital healthcare market. As a result of the analysis, the main indicators and segments of global digital healthcare were identified, as well as a segment that includes artificial intelligence technologies was studied separately. Hypotheses have been put forward about the future prospects of these technologies in the world and in Russia.
Keywords: digital healthcare, artificial intelligence, medical technologies, medical devices, software, international market, marketing research.

Sources
1. Karpov O.E., Subbotin S.A., Shishkanov D.V., Zamiatin M.N. Tsifrovoe zdravookhranenie. Neobkhodimost i predposylki // Vrach i informatsionnye tekhnologii. – 2017. – № 3. – S. 6–22.
2. Tyrov I.A. Primenenie iskusstvennogo intellekta v moskovskom zdravookhranenii // Moskovskaia meditsina. – 2024. – № 1 (59). – S. 4–10.
3. Gertsik Iu.G. Znachenie i osobennosti marketinga innovatsii v meditsinskoi promyshlennosti // Marketing v Rossii i za rubezhom. – 2020. – № 4. – S. 79–86.
4. Karpov O.E., Akatkin Iu.M., Koniavskii V.A., Mikerin D.S. Tsifrovoe zdravookhranenie v tsifrovom obshchestve. – M.: Delovoi ekspress, 2016. – 491 s. ISBN 978-5-89644-126-7.
5. Kotliar V.A., Bezrukova N.E. Karta rynka tsifrovoi meditsiny Rossii 2020. Agentstvo meditsinskogo marketinga «Medicine group». Ofitsialnyi sait [Elektronnyi resurs]. URL: medicine-group.ru/digital-medicine (data obrashcheniia: 21.01.2025).
6. Analiticheskoe agentstvo «Precedence Research and Consulting». Ofitsialnyi sait [Elektronnyi resurs]. URL: precedenceresearch.com/digital-health-market (data obrashcheniia: 21.01.2025).
7. Kurakova N.G., Tsvetkova L.A., Cherchenko O.V. Tekhnologii iskusstvennogo intellekta v meditsine i zdravookhranenii: pozitsii Rossii na globalnom patentnom i publikatsionnom landshafte // Vrach i informatsionnye tekhnologii. – 2020. – № 2. – S. 81–100 [Elektronnyi resurs]. doi.org/10.37690/1811-0193-2020-2-81-100
8. Analiticheskaia kompaniia Data Bridge Market Research. Global Digital Health Market – Industry Trends and Forecast to 2030 [Elektronnyi resurs]. URL: databridgemar-ketresearch.com/reports/global-digital-health-market (data obrashcheniia: 21.01.2025).
9. Konsaltingovoe agentstvo «Exactitude consultancy». Ofitsialnyi sait [Elektronnyi resurs]. URL: exactitudeconsultancy.com/ru/reports/45230/digital-health-market/(data obrashcheniia: 21.01.2025).
10. Lamotkin A.I., Korabelnikov D.I., Lamotkin I.A., Livshits S.A., Perevalova E.G. Iskusstvennyi intellekt v zdravookhranenii i meditsine: istoriia kliuchevykh sobytii, ego znachimost dlia vrachei, uroven razvitiia v raznykh stranakh // FARMAKOEKONOMIKA. Sovremennaia farmakoekonomika i farmakoepidemiologiia. – 2024. – № 17 (2). – S. 243–250 [Elektronnyi resurs]. doi.org/10.17749/2070-4909/farmakoekonomika.2024.254
11. Analiz razmera i doli rynka II v meditsine – tendentsii rosta i prognozy (2024–2029 gg.) // Mordor Intelligence [Elektronnyi resurs]. URL: mordorintelligence.com/industry-reports/artificial-intelligence-in-medicine-market (data obrashcheniia: 21.01.2025).
12. Konsaltingovaia platforma Markets and Markets. marketsandmarkets.com / Market-Reports/artificial-intelligence-healthcare-market-54679303.html (data obrashcheniia: 21.01.2025).
13. Rajpurkar P., Chen E., Banerjee O. Et al. AI in health and medicine. Nat Med 28. – 2022. – Pp. 31–38. doi.org/10.1038/s41591-021-01614-0
14. Ukaz Prezidenta RF ot 10.10.2019 № 490 «O razvitii iskusstvennogo intellekta v Rossiiskoi Federatsii» (s izm. I dop. Ot 15.02.2024) [Elektronnyi resurs]. URL: base.garant.ru/72838946 (data obrashcheniia: 21.01.2025).
15. Rasporiazhenie Predsedatelia Pravitelstva RF M. Mishustina ot 17.04.2024 № 959-r [Elektronnyi resurs]. URL: publication.pravo.gov.ru/document/0001202404190016 (data obrashcheniia: 21.01.2025).
16. Soobshchenie Roszdravnadzora o medizdeliiakh, iavliaiushchikhsia programmnym obespecheniem s tekhnologiei II. Ofitsialnyi sait Federalnoi sluzhby po nadzoru v sfere zdravookhraneniia [Elektronnyi resurs]. URL: roszdravnadzor.gov.ru/news/36845 (data obrashcheniia: 21.01.2025).
17. Gusev A. Obzor rossiiskikh sistem iskusstvennogo intellekta dlia zdravookhraneniia [Elektronnyi resurs]. URL: webiomed.ru/blog/obzor-rossiiskikh-sistem-iskusstvennogo-intellekta-dlia-zdravookhraneniia (data obrashcheniia: 21.12.2024).
18. Baza dannykh Vsemirnoi organizatsii intellektualnoi sobstvennosti (VOIS) Patentscope [Elektronnyi resurs]. URL: patentscope.wipo.int/search/ru/search.jsf (data obrashcheniia: 21.12.2024).
19. Federalnyi institut promyshlennoi sobstvennosti – FIPS [Elektronnyi resurs]. URL: fips.ru (data obrashcheniia: 21.12.2024).
20. Kartoshkina K.D., Gertsik Iu.G. Analiz tekushchego sostoianiia i perspektiv razvitiia tsifrovogo zdravookhraneniia // Chetyrnadtsatye charnovskie chteniia: Sbornik trudov XIV Vserossiiskoi nauchnoi konferentsii po organizatsii proizvodstva, Moskva, 6 dekabria 2024 g. – M.: MGTU im. N.E. Baumana; Nekommercheskoe partnerstvo «Obieedinenie kontrollerov», 2024. – S. 94–99.