MARKETING TOOLS

Problems of marketing forecasting in anti–crisis management
Kozhevina O.V., Doctor of Economics, Professor, Bauman Moscow State Technical University, Head of the working group on Financial Rehabilitation of Economic Entities of the Subcommittee on Crisis Management of the Chamber of Commerce and Industry of the Russian Federation, e-mail: ol.kozhevina@gmail.com
SPIN-code: 6696-6538; Author ID: 346023; ID RSCI: 346023; Scopus ID: 57190430404; Researcher ID: R-9605-2017; ORCID: 0000-0001-5347-2253
Ryakhovskaya A.N., Doctor of Economics, Professor of the Department of General and Project Management, Financial University under the Government of the Russian Federation, Rector of the Business School of Economics and Anti-Crisis Management, Chairman of the Subcommittee on Crisis Management of the Chamber of Commerce and Industry of the Russian Federation, e-mail: rectorat_ieay@mail.ru
SPIN-code: 3856-0978; Author ID: 425679; RSCI ID: 425679; Scopus ID: 57197811277; ORCID: 0000-0001-9731-4759

The article examines the issues of marketing forecasting in the process of anti-crisis management of the company. The purpose of the study is to identify the problems of applying marketing forecasting methods when solving the problems of increasing the efficiency of the company's activities at the crisis phase. The features of the formation of quantitative and qualitative data to improve the quality of market forecasts are identified, the principles and methodological foundations of marketing forecasting are formulated. The introduction of digital analytical platforms for objectivity and improving the quality of analytical procedures is proposed.
Keywords: marketing forecasting, crisis management, environmental factors, analytical platforms, market data, product competitiveness.

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Principles of transactional configuration of digital interactions of business ecosystem
Popov E.V., Doctor of Sciences (Economics), Corresponding Member of the Russian Academy of Sciences, Director of the Center for Social and Economic Research, RANEPA, e-mail: epopov@mail.ru
SPIN-code: 9980-7417; RSCI ID: 44798; Scopus ID: 24822113400; ORCID ID: 0000-0002-5513-5020; Researcher ID: H-3358-2015
Tikhonova A.D., Can. Sc. (Econ.), researcher, RANEPA, associate professor at the Department of Labor Economics and Personnel Management, Ural state university of economic, e-mail: yami513@mail.ru
SPIN-code: 8473-9668; RSCI ID: 689476; Scopus ID: 57202493990; ORCID ID: 0000-0002-7983-2832; Researcher ID: D-6939-2015
Bichurin V.A., Post-graduate student, RANEPA, Executive Director OOO «AvangardMetall», e-mail: sales@zmk-amet.ru

The study was supported by a grant from the Russian Science Foundation and the Government of the Sverdlovsk Region №. 24-18-20036, rscf.ru/project/24-18-20036/

The article describes the existing approaches to business ecosystems and the dynamics of their development, what are the priorities of the stakeholder approach and why this approach is the most practical for the marketing policy of market participants. Examples of transactional configuration are considered. The main parameters are described, such as: Balance, Scalability, Modularity, Customization, Multilateral Relationships, Coordination, Adaptability, Heterogeneity, Confidentiality, Utility and Cost/Performance Ratio. The examples show the importance of these parameters in determining the effectiveness of the ecosystem.
Keywords: business ecosystems, transaction costs, innovative development, platforms, interactions.

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Methodology of formation and development of information and analytical systems for customer service support
Afanasyev V.B., Candidate of Economic Sciences, Associate Professor of the Department of Management and Marketing, Syktyvkar State University named after Pitirim Sorokin, e-mail: afanaseff.slava@gmail.com
SPIN-code: 7394-1876; Author ID: 1046762; ORCID ID: 0000-0001-7035-2982

The article presents a methodology for the formation and development of information and analytical systems (IAS) for customer service support in the context of digital transformation. The author substantiates the key stages of the development and implementation of IAS, focuses on the integration of marketing information sources and modern analytical tools to increase customer orientation and customer-centricity of the business. The scientific novelty of the article is expressed in the system concept of combining various data streams and processing them using marketing analytics based on IT. The practical significance of the study lies in the possibility of adapting the proposed methodology in various sectors of the economy, as well as in building client-centric business processes.
Keywords: information and analytical system, digital transformation, customer service, marketing information, marketing analytics.

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Promotion of goods and its role in forming market conditions
Gutnikova O.N., Ph. D. (Econ.), Associate Professor of the Department of Marketing, Trade and Customs Affairs, Institute of Economics and Management, V.I. Vernadsky Kazan Federal University, Simferopol, Republic of Crimea, e-mail: vechirko15@mail.ru
SPIN (RINTS): 3898-5181; ORCID: 0000-0003-2030-4178

The article presents the results of the study of the features of product promotion, its role in the formation of market conditions. Various scientific approaches to the definition of the term «promotion» are summarized, cause-and-effect relationships are established, expressed in the effect of promotion, characteristic of each of the approaches systematized by the author of the article. The author's understanding of this terminology is presented, combining various approaches, reflecting the specific results obtained by the enterprise when implementing the promotion period. The role of promotion in building market relations is substantiated, the relationship of the applied management tools with the current economic situation in the market is noted. The main promotion strategies implemented within the framework of the corporate policy of the enterprise are determined, their essence and implementation features are revealed. The author's opinion is presented regarding the influence of strategies on the market situation and the goods for the promotion of which these strategies are most rational are determined.
Keywords: promotion, tools, market conditions, strategies.

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MARKETING TOOLS

A product with unique value: an algorithm for identifying alternative segments
Nikitin A.Yu., Head of the consulting company NIKITIN PR (Belgrade, Serbia), Member of the American Marketing Association (AMA), e-mail: artunikt@gmail.com

In this article, the author examines algorithms for discovering a product’s unique value, based on a systematic analysis of consumer needs (Jobs To Be Done), a deep understanding of consumer behavior, and proper market segmentation. The author consistently demonstrates howtraditional marketing approaches (such as the value chain and classic segmentation tools) can be enhanced through modern digital services and qualitative research methods (interviews, prototyping, social listening). The article emphasizes the importance of «narrow» or non-standard segments which, on the one hand, help boost sales growth and, on the other hand, enable a brand to stand out from competitors and form a unique offering that also appeals to a broader audience. Examples (e. g., a car as a «mini-office», the Corning case, etc.) confirm that identifying a new segment and realigning a business toward more profitable niches can become a strategic move for long-term growth.
Keywords: marketing, segmentation, unique value proposition, jobs to be done (jtbd), product, competitive advantages, market, innovation, customer centricity, research methods, social listening, custdev.

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The impact of digital relationship marketing tools on transaction costs (a case study of a sports equipment company)
Luppov I.A., graduate student of marketing, faculty of economics, Lomonosov Moscow State University, e-mail: ialuppov@yandex.ru
SPIN-code: 7188-0829; Researcher ID: MBV-1220-2025; ORCID: 0009-0000-6821-8856

This article aims to consider what transaction costs accompany the use of digital relationship marketing tools by companies in the sports equipment market. It has been determined which digital relationship marketing tools are typical for participants in the sports equipment market in Russia and their impact on transaction costs has been identified, in particular, it has been indicated which transaction costs have been leveled after the use of digital relationship marketing tools and which have appeared. Directions for minimizing the identified transaction costs have been proposed.
Keywords: digitalization, relationship marketing, transaction costs, digital marketing.

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MARKETING RESEARCH

Neuromarketing research of visual perception of advertising products with elements of landscape design in the promotion of real estate
Kalkova N.N., candidate of economic sciences, associate professor, associate professor of the Marketing, Trade and Customs Department of the Institute of Economics and Management of the V.I. Vernadsky Crimean Federal University, Leading Researcher at the «Laboratory of Neuromarketing and Behavioral Economic», e-mail: nkalkova@yandex.ru
SPIN-code: 8803-9143; Author ID: 786073; ORCID-ID: 0000-0002-7339-9935
Yarosh O.B., Doctor of Economics, associate professor, Professor of the Marketing, Trade and Customs Department of the Institute of Economics and Management of the V.I. Vernadsky Crimean Federal University, Chief Researcher, at the «Laboratory of Neuromarketing and Behavioral Economic», e-mail: iarosh.olga.cfu@gmail.com
SPIN-code: 7140-3642; Author ID: 777810; ORCID: 0000-0001-9663-2528

In the face of fierce competition in the real estate market and declining consumer activity, developers need to more accurately assess the effectiveness of marketing tools, including each element of the advertising booklet. To improve financial performance and increase sales, it is important to optimize every aspect of the promotion in order to attract attention and encourage potential buyers to purchase. It is shown that the advertising of real estate and the use of landscape design elements in advertising materials are integral parts of a successful marketing strategy. As part of the innovative development, it has become possible to evaluate consumer reactions to advertising incentives using neuromarketing technologies.
The article presents the methodology and results of a neuromarketing experiment to assess visual attention to landscape architecture objects, presented on an advertising booklet of a real estate object. It has been proven that landscape design elements, which are considered as a significant component of the perceived value of a property, affect the attraction and retention of visual attention, which can both positively and negatively affect the choice and decision on purchase.
Based on the results of the neuromarketing experiment, it is possible to improve the strategy of promoting residential real estate, taking into account the identified cognitive reactions.
Keywords: real estate promotion, visual perception, landscape design, consumer behavior, neuromarketing, eye-tracking.

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Features of consumer behavior of luxury brands in the context of digitalization
Airapetian M.R., graduate of the Postgraduate Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, Russian Federation, Moscow, e-mail: marrafikovna@mail.ru
SPIN-сode: 7011-7512; IstinaResearcher ID (IRID): 58006425

The luxury industry in Russia has undergone great changes in recent years. In general, changes are typical in this industry all over the world. Markets are characterized, for example, by digitalization and isolation. The latter is especially valid for Russia. In this article is considered the impact of digitalization on consumer behavior in this industry. The problem of changing the characteristics of consumer behavior is relevant. Studying this problem is necessary for argumentation and building successful strategies.
Keywords: luxury industry, luxury brands, consumer behavior, social media, digitalization.

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MARKETING IN TRADE

Ecosystem development in retail
Butkovskaya G.V., PhD in Economics, Associate Professor of Chair of marketing, State University of Management, Moscow, e-mail: gv_butkovskaya@guu.ru
SPIN-code: 8078-6794; Author ID: 862277; Scopus ID: 57200190975; ORCID ID: 0000-0003-2243-7345
Krasnov E.V., PhD in Economics, Associate Professor of Chair of marketing, State University of Management, Moscow, e-mail: ev_krasnov@guu.ru
SPIN-code: 6101-1550; Author ID: 701040; Scopus ID: 57217103500; ORCID: 0000-0003-4472-2091

Retail stores are in a unique position today that allows them to go beyond their core value propositions. The economic and geopolitical situation is difficult and it seems that growth is the last thing retailers can think about. But it is necessary to think innovatively and entrepreneurial. This is especially important as the boundaries between industries are blurring and ecosystems are becoming more important. It's not easy to create an ecosystem, but the result is worth the effort. An ecosystem strategy can become the basis for a sustainable competitive advantage and long-term profitable growth of a retailer.
Keywords: digital marketing, strategic marketing, retail, ecosystems, marketing growth.

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MARKETING COMMUNICATIONS

Storytelling at the enterprise and regional level
Laricheva E.A., Candidate of Economic Sciences, Associate Professor, associate Professor of the Department of Industrial Economics and Management of Bryansk State Technical University, e-mail: helenette@yandex.ru
SPIN-code: 5799-3065; Author ID: 210622; ID РИНЦ: 210622; ORCID ID: 0000-0002-3246-7823

The article discusses the concept of storytelling, provides a brief history of its development, the techniques used in it, and the elements of building a story. The author of the article suggests an algorithm for developing a storytelling strategy. The object of strategy development is the internal and external environment of the enterprise, as well as the region (locality, city, region, etc.).
Keywords: storytelling, storytelling technology, storytelling in the enterprise, storytelling of the region, brand creation.

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TERRITORIAL MARKETING

Formation of a conceptual framework for the promotion of the tourism sector (using the example of the Petushinsky district of the Vladimir region)
Kaidashova A.K., Candidate of Economics, Associated Professor of the Department of public administration of the Vladimir Branch of the RANEPA, e-mail: akaidashova@mail.ru
SPIN-code: 4290-5106; Scopus ID: 57216298177; ID РИНЦ: 648920; ORCID: 0000-0003-3922-694X

In promoting tourism, it is important to have a conceptual justification for future actions to select relevant types of tourism, target audiences, and a set of necessary measures to support each of the destinations.
In this article, the author suggests one of the possible methodological approaches to solving the problem and is illustrated by the example of the Petushinsky district of the Vladimir region. The proposed methodological approach has been tested using the example of a number of municipalities in the Vladimir region, including the Petushinsky district, and may be useful in the work of local governments in promoting the tourism sector and forming strategic planning documents.
Keywords: tourism promotion, brand of the territory, segmentation of tourists, Vladimir region.

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