Journal of Marketing in Russia and Abroad

Журнал «Маркетинг в России и за рубежом»

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Contents of4/2025 MARKETING TOOLS Expert analytical method in product management Polyakov V.A., Doctor of Economics, Professor of the Department of Economics and Management Tula branch of the Financial University, e-mail: polyakovva@yandex.ru SPIN-code: 3794–8501, Author ID: 241325; ORCID-ID: 0000-0003-0861-1183 Fomicheva I.V., Candidate of Economics, Associate Professor of the Department of Economics and Management Tula branch of the Financial University, e-mail: fiw712@mail.ru SPIN-code: 3650-2421, Author ID: 462667 ORCID-ID: 0000-0001-5841-3922 In the article, one of the approaches to applying the expert-analytical method in marketing planning is proposed for consideration using the example of some trademarks. The proposed approach will make it possible to give a numerical assessment of the management decisionmaking option in conditions of information insufficiency, the desired share of trademarks in the structure of the store or its specific section, as well as in production and sales plans. In addition, according to the data of weighing the attributes of the product, the approach of obtaining a ranked range of brands under study, depending on the pic, is considered. Keywords: market, expertise, planning and forecasting, marketing, expert method, trademarks, attribute, binary relationship matrix, priority matrix, trademark structure. Sources 1. Bogdanov A.G. Metody razrabotki upravlencheskikh reshenii: ucheb.-metod. posobie. – Kazan: Izd-vo KGU, 2010. – 49 s. 2. Garmash A.N., Orlova I.V., Fedoseev V.V. Ekonomiko-matematicheskie metody i prikladnye modeli: uchebnik dlia bakalavriata i magistratury. – M.: Iurait, 2019. – 328 s. 3. Gorelik V.A. Issledovanie operatsii i metody optimizatsii: uchebnik. – M.: Academia, 2018. – 384 c. 4. Grishagin V.A. Analiz mnogokriterialnykh zadach optimizatsii metodom lineinoi svertki. – N. Novgorod: Nizhegorodskii gosuniversitet, 2021. – 40 s. 5. Petrovskii A.B. Teoriia priniatiia reshenii. – M.: Izd. tsentr «Akademiia», 2009. – 400 c. 6. Poliakov V.A., Fomicheva I.V., Iudina O.V. Metod additivnoi svertki pri mnogokriterialnoi otsenke upravlencheskikh reshenii v ekonomike / V.A. Poliakov, I.V. Fomicheva, O.V. Iudina // Nauchnye issledovaniia i razrabotki. Ekonomika. – 2022. – T. 10. – № 3. – S. 61–64. 7. Poliakov V.A., Fomicheva I.V., Iudina O.V. Metod otsenki znachimosti etapov upravleniia po proektam matrichnoi struktury / V.A. Poliakov, I.V. Fomicheva, O. V. Iudina // Nauchnye issledovaniia i razrabotki. Ekonomika. – 2023. – T. 11. – № 2. – S. 55–59. 8. Sobol I.M. Vybor optimalnykh parametrov v zadachakh so mnogimi kriteriiami. – M.: Nauka, 2014. – 110 s. 9. Solovev V.I. Metody optimalnykh reshenii. – M.: Finansovyi universitet, 2012. – 364 s. The development of classical marketing concepts in the non-commercial sector of public healthcare Azoev G.L., Doctor of Economic Sciences, Head of the Marketing Department, State University of Management, e-mail: gl_azoev@guu.ru SPIN-code: 2460-6783; Author ID: 155547; Scopus Author ID: 57220961307; Researcher ID (WoS): C-9691-2019; ORCID: 0000-0002-627-3097 Pirogova E.V., Postgraduate Student State University of Management, Russia, e-mail: jane-kavtoreva@yandex.ru Researcher ID (WoS): NJS-0747-2025; ORCID: 0009-0000-0157-1532 This study explores the evolution of marketing mix concepts in terms of their applicability to the non-commercial sector, specifically focusing on public healthcare. The analysis includes classical models and their modern adaptations (4C, 4E, SIVA), identifying limitations and barriers in their use for medical services. A new marketing mix model for healthcare programs is proposed. In this model the focus is on accessibility, ethics, and social value instead of commercial profit. The model incorporates the following elements: Population Structure – to pay attention to demographic specifics; Personalization – to adapt services to individual patient needs; Informatization – enhancing process efficiency through technology; and Ethics – to follow the humanistic principles. This marketing mix model is designed to overcoming key challenges in healthcare in case of limited budget: low public engagement, uneven resource allocation, personal data protection and improving the availability of medical services. Keywords: marketing mix, evolution of marketing mix modes, non-commercial sector, public healthcare, cancer screening, marketing model. Sources 1. Bokhanov S.Iu., Vapniarskaia O.I. Predposylki ispolzovaniia marketinga v zdravookhranenii // Marketing v Rossii i za rubezhom. – 2002. – № 2 (42). – S. 45–51. 2. Culliton James W. The management of marketing costs. 1948. Prosmotreno: 25 maia 2025 g. [Onlain]. Dostupno na: http://archive.org/details/managementofmark0000jame 3. Borden N.H. «The Concept of the Marketing Mix’», J. Advert. Res., 1984. 4. Baker M.J. i dr. Marketing Theory and Practice. London: Macmillan Education UK, 1995. DOI: 10.1007/978-1-349-24260-3 5. McCarthy Edmund J. Basic marketing; a managerial approach. Homewood, Ill., R.D. Irwin, 1968. Prosmotreno: 25 maia 2025 g. [Onlain]. Dostupno na: http://archive.org/details/basicmarketingma0003unse 6. Gronroos C. «From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing», Asia-Aust. Mark.J., т. 2, vyp. 1, s. 9–29, avg. 1994. DOI: 10.1016/S1320-1646 (94)70275-6 7. Kotler P. Marketing Management. Pearson Education, 2003. 8. Booms B. i Bitner M.J. «Marketing Strategies and Organizational Structures for Service Firms», 1981. Prosmotreno: 10 maia 2025 g. [Onlain]. Dostupno na: semanticscholar.org/paper/Marketing-Strategies-and-Organizational-Structures-Booms-Bitner/0ddca2acc921630c6ca5f7b77b1e188a3a2f96ea 9. Grunig J.E. i Hunt T. Managing Public Relations. Holt, Rinehart and Winston, 1984. 10. Kotler P. «GLOBAL STANDARDIZATION – COURTING DANGER», J. Consum. Mark., т. 3, vyp. 2, сс. 13–15, yanv. 1986. DOI: 10.1108/eb008158 11. Rafiq M. i Ahmed P.K. «Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics», Mark. Intell. Plan., т. 13, вып. 9, с. 4–15, окт. 1995. DOI: 10.1108/02634509510097793 12. Lauterborn R. «New marketing litany: four Ps passé: C-words take over», 1990. 13. Chaffey D., Smith P.R. Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge, 2022. Prosmotreno: 10 maia 2025 g. [Onlain]. Dostupno na: taylorfrancis.com/books/mono/10.4324/9781003009498/digital-marketing-excellence-dave-chaffey-pr-smith 14. Sheth J., Sisodia R. The 4 A’s of Marketing: Creating Value for Customer, Company and Society. New York: Routledge, 2012. DOI: 10.4324/9780203802168 15. Lee N.R. i Kotler P. Social marketing: Behavior change for social good. Sage Publications, 2019. Prosmotreno: 10 maia 2025 g. [Onlain]. Dostupno na: google.com/ books?hl=ru&lr=&id=2T9_DwAAQBAJ&oi=fnd&pg=PT9&dq=Lee,+N.+R.,+%26+Kotler,+P.+ (2019).+Social+Marketing:+Behavior+Change+for+Social+Good.+SAGE.+&ots=3wVfym6f_1&sig=rT_ShyIs4ENc13zvIEvNNcRKmeA 16. Dev C.S. i Schultz D.E. «Simply SIVA», Mark. Manag., т. 14, vy`p. 2, s. 36–41, mart, 2005. 17. Wharton A. и Robalino D. Digital transformation in healthcare: Analyzing the current state-of-research, т. 3. McKinsey Quarterly, 2021. Prosmotreno: 10 maia 2025 g. [Onlain]. Dostupno na: sciencedirect.com/science/article/pii/S0148296320306913 18. Kucherenko V.Z., Alekseeva V.M., Golubeva A.P. Obshchestvennoe zdorove i zdravookhranenie, ekonomika zdravookhraneniia: uchebnik v 2-kh t. // GEOTAR-Media. – 2013. – T. 1. 19. Topol E. Deep medicine: how artificial intelligence can make healthcare human again. Hachette UK, 2019. Prosmotreno: 10 maia 2025 g. [Onlain]. Dostupno na: google.com/books?hl=ru&lr=&id=_EFlDwAAQBAJ&oi=fnd&pg=PT8&dq=Topol,+E.+ (2019).+Deep+medicine:+how+artificial+intelligence+can+make+healthcare+human+again.+Basic+Books. &ots=BJ4AxVZweS&sig=RklhfIPVttL998gRG3t3x0ruOEU 20. Zhukova M.V. Osobennosti marketinga v sotsialnoi sfere i zdravookhranenii // Izvestiia Tul. gos. un-ta «Ekonomicheskie i iuridicheskie nauki». – 2012. – № 1-1. – S. 479–484. 21. Constantinides E. «The Marketing Mix Revisited: Towards the 21st Century Marketing», J. Mark. Manag., т. 22, вып. 3–4, с. 407–438, апр. 2006. DOI: 10.1362/026725706776861190 22. Andreasen A.R. Social marketing in the 21st century. Sage, 2006. Prosmotreno: 10 maia 2025 g. [Onlain]. Dostupno na: google.com/books?hl=ru&lr=&id=SO6VDouFcbEC&oi=fnd&pg=PR7&dq=Andreasen,+A.+R.+ (2012).+Social+marketing+in+the+21st+century.+Journal+of+Public+Policy+%26+Marketing,+31 (1), +90–94.&ots=QTOiJUZVan&sig=mQ5CQKyk-fXm1I-GNCDKMlleq3k MARKETING TOOLS Marketing technologies of Russian pharmaceutical companies Markov A.I., postgraduate of the Faculty of Economics, Lomonosov Moscow State University. e-mail: maarkal@yandex.ru ORCID: 0009-0008-9951-6619 Rapid development of digital technologies in marketing prompted pharmaceutical companies to modernize and update their marketing tools. The purpose of this work is to determine the current level of development of marketing technologies in pharmaceutical companies, as well as identify their effectiveness. The article considers examples of various approaches to market segmentation as well as the customer journey to purchase by segments that influence the formation of a set of marketing technologies for the implementation of digital marketing functions in Russian pharmaceutical companies. The study also reveals the concept of “marketing stack” and the importance of digital marketing tools for effective interactions of a company with consumers in the pharmaceutical market. The article explores the possibilities for automation of marketing functions of a company, as well as the features of advertising regulations in the Russian pharmaceutical market. Additionally, cases of implementations of digital marketing tools by Russian and foreign pharmaceutical companies are provided, as well as data on increasing the effectiveness of marketing in these organizations. Keywords: digital marketing; marketing tools; pharmaceutical market; marketing stack; marketing automation; customer journey to purchase. Sources 1. How pharma companies can better understand patients//McKinsey [Elektronnyi resurs]. URL: mckinsey.com/~/media/mckinsey/industries/life%20sciences/our%20insights/how%20pharma%20companies%20can%20better%20understand%20patients/how-pharma-companies-can-better-understand-patients-may-2016.pdf?shouldIndex=false (data obrashcheniia: 30.03.2025). 2. Tsaplin E.V., Kuvshinova A.V., Glozshtein E.V. Modelirovanie puti potrebitelia kak osnova vybora marketingovykh kommunikatsii dlia prodvizheniia retsepturnykh i bezretsepturnykh lekarstvennykh preparatov // Reklama: teoriia i praktika. – 2017. – № 4. – S. 268–278. 3. Tretiak O.A., Klimanov D.E. Ispolzovanie setevogo podkhoda k analizu biznes-modeli: primer rossiiskogo farmatsevticheskogo rynka // Rossiiskii zhurnal menedzhmenta. – 2016. – T. 14. – № 2. – S. 77–100. 4. FACTS from IQVIA – Russia June 2024 // cdn1.tenchat.ru [Elektronnyi resurs]. URL: cdn1.tenchat.ru/static/vbc-gostinder/2024-08-11/9b181cc9-0850-4c6b-b4f8-9bc203cec492.pdf (data obrashcheniia: 30.03.2025). 5. Jawaid M., Ahmed S.J. Pharmaceutical digital marketing and its impact on healthcare physicians of Pakistan: a national survey // Cureus. – 2018. – Vol. 10. – No. 6. 6. Srivastava R.K., Wagh S. Factors impacting consumer purchase behaviour for pharmaceutical products // International Journal of healthcare management. – 2020. – Vol. 13. – No. 2. – Pp. 113–121. 7. Factors influencing consumers’ purchasing behaviour of pharmaceuticals in South Africa//wiredspace.wits.ac.za [Elektronnyi resurs]. URL: wiredspace.wits.ac.za/server/api/core/bitstreams/34eb1506-4695-492b-b886-036cf5db751b/content (data obrashcheniia: 14.04.2025). 8. Saracino M. Strategy, Conception, and Success Factors of Building a Modern, Customer-Centric Marketing Tech Stack // Marketingtechnologien: Innovative Unternehmenspraxis: Insights, Strategien und Impulse. – Wiesbaden: Springer Fachmedien Wiesbaden, 2023. – Pp. 79–92. 9. Alfonso D. The Martech Handbook: Build a technology stack to attract and retain customers. – Kogan Page Publishers, London, 2022. 10. Martech Interactive Supergraphic // MartechMap [Elektronnyi resurs]. URL: martechmap.com/int_supergraphic (data obrashcheniia: 26.03.2025). 11. Edward L. Bernays. Propaganda. – N.Y.: Horace Liveright, 1928. 12. THE HACKIES: 6 areas to make your martech stack work with people, processes and data//chiefmartec [Elektronnyi resurs]. URL: chiefmartec.com/2017/04/hackies-6-areas-make-martech-stack-work-people-processes-data/( data obrashcheniia: 30.03.2025). 13. Federalnyi zakon ot 13.03.2006 № 38-FZ «O reklame» // consultant.ru [Elektronnyi resurs]. URL: consultant.ru/document/cons_doc_LAW_58968/ (data obrashcheniia: 14.04.2025). 14. Bausch + Lomb: s nulia do soten tysiach klientov v baze blagodaria CDP i programme loialnosti // Mindbox [Elektronnyi resurs]. URL: mindbox.ru/journal/cases/bauschlomb-cdp-loyalty/( data obrashcheniia: 26.03.2025). 15. Kak s pomoshchiu dannykh o sovershennykh pokupkakh pokazyvat videoreklamu maksimalno tselevoi auditorii // Firstdata [Elektronnyi resurs]. URL: firstdata.io/cases/polisorb-videoreklama-tselevaya-auditoriya (data obrashcheniia: 26.03.2025). 16. Za 8 mesiatsev uvelichili prodazhi preparata na 10% // Wunder-digital [Elektronnyi resurs]. URL: wunder-digital.kz/reshenie/kak-povysiv-uznavaemost-brenda-na-4-uvelichit-prodazhi-na-10/ (data obrashcheniia: 26.03.2025). 17. Lundbeck enables an omnichannel marketing strategy with a centralized data stack // Getdbt [Elektronnyi resurs]. URL: getdbt.com/case-studies/lundbeck (data obrashcheniia: 26.03.2025). 18. Top Pharma Company Drives Growth with Insight Orchestration // iqvia [Elektronnyi resurs]. URL: iqvia.com/library/case-studies/top-pharma-company-drives-growth-with-insight-orchestration (data obrashcheniia: 26.03.2025). 19. Quantzig’s Pharmaceutical Marketing Analytics: Achieving a 67% Increase in Marketing ROI for a German Drug Manufacturer // Quantzig [Elektronnyi resurs]. URL: quantzig.com/case-studies/pharma-marketing-analytics-increases-mroi/ (data obrashcheniia: 26.03.2025). 20. Case Study: How a Leading Pharma CDMO Triumphed with Digital Marketing Evolution // Percepture [Elektronnyi resurs]. URL: percepture.com/case-studies/pharma-cdmo-giant-a-digital-marketing-transformation-success/ (data obrashcheniia: 26.03.2025). PRODUCT POLICY Entertainment as a tool to increase loyalty: analysis of Russian mobile operators' strategies 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 Boyko A.E., Senior Lecturer of the Management and Marketing Department, D.I. Mendeleev Russian University of Chemical Technology, e-mail: boiko.a.e@muctr.ru SPIN- code: 7267-3210; Author ID: 1058192; ORCID: 0009-0007-4006-4403 Gorozhankina D.S., Student of the Management and Marketing Department, D.I. Mendeleev Russian University of Chemical Technology, e-mail: gorozhankina.d.s@muctr.ru The article analyzes the use of entertainment services as a tool to increase customer loyalty in the market of Russian mobile operators. The article considers the transformation of traditional telecommunication companies into ecosystems of digital services that include a large volume of entertainment services (from online movie theaters to gaming platforms). The authors study the impact of subscription models on the reduction of customer churn, ARPU growth and competitiveness of telecom operators. Based on the analysis of statistical data, key strategies of the largest mobile operators in Russia: MTS, T2, Beeline and MegaFon are highlighted. Special attention is paid to the difference of ecosystem models (closed, open, mixed) and their effectiveness in retaining subscribers. The article presents quantitative indicators of subscriber base dynamics, digital services user behavior and operators' revenue structure, including in the context of entertainment services. The correlation between the number of subscribers and financial results of telecom operators is assessed. Keywords: cellular operators, subscription models, ecosystems of digital services, entertainment services, online cinemas, customer loyalty. Sources 1. Slutskii M.G., Sinitsa S.A., Makarov V.V. Analiz sostoianiia i tendentsii razvitiia rynka infokommunikatsii // Mezhdunarodnyi zhurnal gumanitarnykh i estestvennykh nauk. – 2022. – № 1-3 (64). 2. Rozenberg N.V., Rozhkova L.V. Internet v zhizni rossiiskoi molodezhi // Izvestiia vysshikh uchebnykh zavedenii. Povolzhskii region. Obshchestvennye nauki. – 2023. – № 3. 3. Poluekhtova I.A. Praktiki mediapotrebleniia rossiiskoi molodezhi v tsifrovom obshchestve (po rezultatam empiricheskogo issledovaniia) // Znanie. Ponimanie. Umenie. – 2022. – № 3. 4. Mediapotreblenie 2024//Mediascope [Elektronnyi resurs]. URL: mediascope.net/upload/iblock/f33/ual5i70kf7n9df7qzkq0gf238bidh3xv/Mediapotreblenie%202024_NAT_27.08.2024.pdf (data obrashcheniia: 19.02.2025). 5. Soklakova I.V., Kuzmina E.Iu., Ermilina D.A., Bor V.N. Povyshenie konkurentosposobnosti kompanii s pomoshchiu benchmarkinga na rynke sotovoi sviazi // Ekonomicheskie sistemy. – 2022. – № 1 (56). 6. Ekonomnaia podpiska MiXX ot Tele2. Ekonomika, mekhanika i drugie momenty//mobile-review [Elektronnyi resurs]. URL: mobile-review.com/all/articles/operator/ekonomnaya-podpiska-mixx-ot-tele2-ekonomika-mehanika-i-drugie-momenty/#:~: text=Image) (data obrashcheniia: 04.03.2025). 7. Gagarinov Konstantin, Tele2: «Budushchee – za ekosistemami, potomu chto eto udobno dlia abonenta». URL: realnoevremya.ru/articles/311318-konstantin-gagarinov-tele2-buduschee-za-ekosistemami-eto-udobno-abonentu//Realnoe vremia [Elektronnyi resurs]. URL: realnoevremya.ru/articles/311318-konstantin-gagarinov-tele2-buduschee-za-ekosistemami-eto-udobno-abonentu#:~: text=, Sootvetstvenno,) (data obrashcheniia: 04.03.2025). 8. Obzor industrii telekomov v Rossii. Chast 1//tbank [Elektronnyi resurs]. URL: tbank.ru/invest/social/profile/T-Investments/15b8f670-8d28-4993-9973-0a54f89e981b/?author=profile (data obrashcheniia: 19.02.2025). 9. Makushin M. Sviaz: dinamika i problemy razvertyvaniia 5G-setei, raboty v oblasti 6G // Elektronika: nauka, tekhnologiia, biznes. – 2022. – № 6 (00217). 10. Digital 2024: osnovnye vyvody iz ezhegodnogo otcheta DataReportal // BYYD [Elektronnyi resurs]. URL: byyd.me/ru/blog/2024/02/digital-2024-datareportal/(data obrashcheniia: 19.02.2025). 11. «TMT Konsalting» predstavil reiting «Rossiiskii rynok ShPD v segmente «Naselenie»: itogi I kvartala 2024 g.» // ICTONLINE [Elektronnyi resurs]. URL: releases.ict-online.ru/news/TMT-Konsalting-predstavil-reiting-Rossiiskii-rynok-SHPD-v-segmente-Naseleniye-itogi-1-kvartala-2024-g-291591 (data obrashcheniia: 19.02.2025). 12. Promyslov B.A. Tekhnologicheskie problemy sovremennoi otrasli sviazi Rossiiskoi Federatsii v perekhodnyi period // Mezhdunarodnyi studencheskii nauchnyi vestnik. – 2017. – № 3. 13. «Megafon» zapustil multipodpisku «MegaFon plius» // Vedomosti [Elektronnyi resurs]. URL: vedomosti.ru/media/articles/2021/09/20/887326-megafon-multipodpisku (data obrashcheniia: 04.03.2025). 14. Finansovye i operatsionnye rezultaty Gruppy MTS za chetvertyi kvartal 2024 g. [Elektronnyi resurs]. URL: moskva.mts.ru/about/media-centr/soobshheniya-kompanii/finansovaya-otchetnost/2025-03-05/finansovye-i-operacionnye-rezultaty-gruppy-mts-rezultaty-za-chetvertyj-kvartal-2024-goda (data obrashcheniia: 06.03.2025). 15. Bolee polumilliona polzovatelei podkliuchili obnovlennuiu podpisku MiXX s Iandeks Pliusom [Elektronnyi resurs]. URL: kuban.kp.ru/online/news/6043728/?ysclid=m7yul8dxyt772359951 (data obrashcheniia: 06.03.2025). MARKETING COMMUNICATIONS Using archetypes in marketing: key principles of brand building and development Strizhakova E.N., Doctor of Economics, Professor, Department «Sectoral Economics and Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru SPIN-code: 6550-7510; Author ID: 556491; ORCID: 0000-0001-8749-0505 Strizhakov D.V., Ph. D. (Econ.), Associate Professor, Department «Sectoral Economics and Management», Bryansk State Technical University, Bryansk, e-mail: kathystr@inbox.ru SPIN-code: 7378-0331; Author ID: 444160; ORCID: 0000-0002-4840-3971 The article reveals the issues of using archetypes in the process of creating and developing a brand. The main archetypes proposed by C.G. Jung are shown, as well as the key characteristics that help to understand and use this phenomenon. Based on the analysis of literary sources, a system of archetypes is presented that differs from the one traditionally used in psychology, on the basis of which it is possible to create both a personal brand of a specific person and an entire company. Twelve archetypes are predicted according to two criteria: the development of a person's or organization's personality and the possibility of achieving a balance within fundamental motivational categories such as stability, belonging, achievement, learning and self-realization. The directions in which companies using the phenomenon of archetypes have achieved success are shown. The factors that allow the concept of archetypes to be one of the most important in the process of creating and building both a personal brand of a specific person and a company brand are analyzed in detail. Keywords: archetype, brand, positioning, brand identity. Sources 1. Arkhetipy i kollektivnoe bessoznatelnoe / Karl Gustav Iung; [per. s nem. A. Chechinoi]. – M.: Izd-vo AST, 2019. – 224 s. – (Ekskliuzivnaia klassika). 2. Mark M., Pirson K. Geroi i buntar. Sozdanie brenda s pomoshchiu arkhetipov / per. s angl. pod red. V. Domnina, A. Sukhenko. – SPb.: Piter, 2005. – 336 s.: il. – (Ser. «Marketing dlia professionalov»). ISBN 5-94723-616-8. 3. GOST 34888–2022. Intellektualnaia sobstvennost. Terminy i opredeleniia [Elektronnyi resurs]. URL: docs.cntd.ru/document/1200193801 (data obrashcheniia: 18.03.2025). 4. Strizhakova E.N., Strizhakov D.V. Chelovecheskii potentsial ekonomicheskogo rosta Rossiiskoi Federatsii. – Briansk: BGTU, 2015. – 182 s. 5. Strizhakova E.N. Chelovecheskii kapital i problemy formirovaniia ego struktury, izmereniia i metodov otsenki // Gosudarstvennyi sovetnik. – 2013. – № 2 (2). – S. 28–41. 6. Sarilova O.A., Sarilov M.Iu. Mifologizatsiia kak osnova imidzha brenda // Vestnik Altaiskoi akademii ekonomiki i prava. – 2020. – № 5–1. – S. 159–165. 7. Arpenteva M.R., Braitseva S.V. Arkhetipy i rolevye modeli v vizualnom brendinge // Znak: problemnoe pole mediaobrazovaniia. – 2018. – № 2 (28). – S. 153–166. 8. Pastyreva D.A. Postroenie identichnosti brenda na osnove arkhetipov // Naukosfera. – 2023. – № 5-2. – S. 461–468. 9. Kamenskaia D.D. Vozmozhnosti ispolzovaniia teorii arkhetipov v brendinge // Tendentsii razvitiia nauki i obrazovaniia. – 2021. – № 70-3. – S. 143–147. 10. Egorova E.S., Khramkina A.V. Ispolzovanie metoda arkhetipov v personalnom brendinge // Nauka. Obshchestvo. Gosudarstvo. – 2018. – T. 6. – № 1 (21). – S. 153–157. TERRITORIAL MARKETING Innovative approaches to promoting regional tourism brands Pobirchenko V.V., PhD in Geography, Associate Professor of the Department of World Economy, Institute of Economics and Management, V. I. Vernadsky Crimean Federal University, e-mail: viktoriya_crimea@list.ru SPIN-code: 9020-9492; Author ID: 774079; Scopus Author ID: 57203786480; ORCID-ID: 0000-0001-6234-5678 Shutaieva E.A., PhD in Economics, Associate Professor of the Department of World Economy, Institute of Economics and Management, V.I. Vernadsky Crimean Federal University, e-mail: shutaeva2003@mail.ru SPIN-code: 6803-9080; Author ID: 774039; Scopus Author ID: 57203787571; ORCID-ID: 0000-0003-1838-5546 The article examines innovative approaches to promoting regional tourism brands, including digital technologies, gamification, event marketing, and strategic partnerships. Modern marketing strategies based on artificial intelligence, big data analytics, virtual and augmented reality (VR/AR) are described. Examples of successful tourism branding cases in both Russia and abroad are analyzed. The study identifies key barriers to the development of regional tourism branding, such as a lack of funding, weak digital infrastructure, high competition, and a shortage of qualified personnel. Possible solutions are proposed, including government support, private investments, and educational initiatives. Special attention is paid to future trends. The study concludes that successful promotion of regional tourism brands requires a comprehensive approach that integrates modern technologies, creative solutions, and strategic marketing. Keywords: brand, promotion, regional tourism brand, innovation, digital technologies. Sources 1. UNWTO. Digital Transformation [Elektronnyi resurs]. URL: unwto.org/digital-transformation (data obrashcheniia: 25.03.2025). 2. Federalnaia sluzhba gosudarstvennoi statistiki [Elektronnyi resurs]. URL: rosstat.gov.ru/statistics/turizm (data obrashcheniia: 25.03.2025). 3. Gustenko V.A. Brending kak tekhnologiia pozitsionirovaniia obraza territorii//Marketing i logistika v sisteme konkurentosposobnogo biznesa: mater. IV nauch.-prakt. konf. molodykh uchenykh, aspirantov, studentov, Simferopol, 21 noiab. 2018 g. – Simferopol: Krym. feder. un-t im. V.I. Vernadskogo, 2018. – S. 101–104. – EDN JRESDL. 4. Áp dụng công nghệ và trí tuệ nhân tạo (AI) trong ngành Du lịch giúp cải thiện trải nghiệm du khách [Elektronnyi resurs]. URL: vietnam.vn/ap-dung-cong-nghe-va-tri-tue-nhan-tao-ai-trong-nganh-du-lich-giup-cai-thien-trai-nghiem-du-khach (data obrashcheniia: 25.03.2025). 5. Iskusstvennyi intellekt v turizme ili novaia realnost [Elektronnyi resurs]. URL: adpass.ru/iskusstvennyj-intellekt-v-turizme-ili-novaya-realnost/ (data obrashcheniia: 25.03.2025). 6. Budushchee turizma s AR i VR: kak biznesu ispolzovat VR i AR dlia prodvizheniia turisticheskikh napravlenii [Elektronnyi resurs]. URL: vrconcept.net/blog/tpost/dtsvfxpjn1-buduschee-turizma-s-ar-i-vr-kak-biznesu (data obrashcheniia: 25.03.2025). 7. Proshina E.Iu. Vnedrenie VR/AR-tekhnologii v turisticheskii biznes // Nauka i obrazovanie segodnia. – 2022. – № 3 (72) [Elektronnyi resurs]. URL: cyberleninka.ru/article/n/vnedrenie-vr-ar-tehnologiy-v-turisticheskiy-biznes (data obrashcheniia: 25.03.2025). 8. Territory brand: Approaches to definition, simulation methodology / V. Pobirchenko, E. Shutaieva, A. Karlova, E. Polyukhovich // Journal of Environmental Management and Tourism. – 2019. – Vol. 10. – No. 6 (38). – Pp. 1351–1364. – DOI: 10.14505/jemt.v10.6 (38).18. – EDN HXDLGY. 9. Klimova T.B. Opyt razvitiia sobytiinogo turizma v RF i za rubezhom // Nauchnyi rezultat. Tekhnologii biznesa i servisa. – 2014. – T. 1. – Vyp. 1 [Elektronnyi resurs]. URL: rrbusiness.ru/journal/article/387/ (data obrashcheniia: 25.03.2025). 10. Branding of Tourist Destinations / E. Shutaieva, V. Pobirchenko, A. Karlova, E. Polyukhovich //Journal of Environmental Management and Tourism. – 2020. – Vol. 11. – No. 4 (44). – P. 973. – DOI: 10.14505//jemt.11.4 (44).22. – EDN XIGFJW. 11. Limonina I.G., Ermakova N.A., Kostitsyna A.V. Osobennosti natsionalnogo i regionalnogo brendinga Shveitsarii // Servis v Rossii i za rubezhom. – 2024. – 18 (3/112). – C. 48–63. doi.org/10.5281/zenodo.14261314 12. Timoshenko D.S. Aktualnye problemy brendinga turistskikh destinatsii v Rossii na primere Respubliki Kareliia / D.S. Timoshenko, Iu.Iu. Kirichenko // Tendentsii razvitiia turizma i gostepriimstva v Rossii: mater. Vseros. stud. nauch. konf., 13–14 marta 2019 g. / pod red. S.V. Dusenko, N.V. Kosarevoi; RGUFKSMiT. – M., 2019. – S. 549–554. 13. Gustenko V.A. Retrospektivnyi analiz formirovaniia turistskogo brenda krymskoi destinatsii / V.A. Gustenko, E.A. Shutaeva, V.V. Pobirchenko // Aktualnye problemy mezhdistsiplinarnykh issledovanii v izuchenii istorii, kultury i ekonomiki Kryma: mater. Vseros. nauch.-prakt. konf., Simferopol, 14–15 dek. 2017 g. – Simferopol: OOO «Izdatelstvo Tipografiia «Arial», 2017. – S. 84–91. – EDN YNYVUP. 14. Trendy v turizme: individualnyi podkhod vazhnee tsifrovoi transformatsii – otchet Accor [Elektronnyi resurs]. URL: welcometimes.ru/opinions/trendy-v-turizme-individualnyy-podhod-vazhnee-cifrovoy-transformacii-otchet-accor (data obrashcheniia: 25.03.2025). 15. European tourism ends 2024 strong, driven by robust shoulder season demand [Elektronnyi resurs]. URL: etc-corporate.org/news/european-tourism-ends-2024-strong-driven-by-robust-shoulder-season-demand/ (data obrashcheniia: 25.03.2025). 16. Sfera uslug turizma i gostepriimstva: novye vozmozhnosti v kontekste tsifrovoi transformatsii / N.V. Bitter, L.B. Niurenberger, N.E. Petrenko, V.A. Bykova // Ekonomika, predprinimatelstvo i pravo. – 2024. – T. 14. – № 5. – S. 2443–2458. – DOI: 10.18334/epp.14.5.120991 17. Mikhalkina D.A. Razvitie novykh trendov turisticheskoi industrii na osnove problem «tsifrovogo cheloveka» // Servis v Rossii i za rubezhom. – 2024. – T. 18. – № 5. – S. 28–40. – DOI: 10.5281/zenodo.14933988 18. «Brend reshaet mnogoe»: kak vnutrennii turizm v Rossii vykhodit na novyi uroven [Elektronnyi resurs]. URL: economics.hse.ru/ecjourn/news/1009389664.html (data obrashcheniia: 25.03.2025). MARKETING ABROAD The potential of the Chinese market environment for promoting Russian brands 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 Yudina K.V., graduate student at the Institute of History, International Relations and Social Technologies (04.41.04 Political Science), Volgograd State University, e-mail: yudina@volsu.ru Author ID: 75105429; Researcher ID (WoS): MGC-7478-2025; ORCID ID: 0009-0006-0261-5115 The article examines the trends in the changing marketing environment of the Chinese markets in order to develop effective strategies for promoting Russian brands in these markets. The purpose of this research is to identify and systematize significant factors for the promotion and adaptation of marketing strategies of Russian manufacturers based on the results of an analysis of the Chinese market environment in terms of its potential for Russian brands. The paper examines key aspects affecting marketing communications, including the peculiarities of Chinese consumer behavior, the role of digital technologies and social media, as well as cultural and legislative peculiarities of the country. Examples of successful strategic and tactical marketing decisions to promote Russian products in China are given. The segments of Chinese consumers, when adapting marketing strategies, will allow Russian companies to successfully integrate into the Chinese economic environment and effectively interact with local consumers in order to increase their loyalty to Russian brands. Keywords: consumer behavior, promotion strategy, Chinese market, consumer segments, Russian brands, marketing strategies, social media, segmentation. Sources 1. Tovarooborot RF i Kitaia v 2023 g. dostig rekordnykh 240,11 mlrd doll. – Tekst: elektronnyi//Kommersantie [sait]. – URL: kommersant.ru/doc/6445076 (data obrashcheniia: 12.01.2025). 2. Tkachev I. Chto proiskhodilo v torgovle Rossii i Kitaia v 2024 g. / Ivan Tkachev. – Tekst: elektronnyi//rbc.ru: [sait]. – URL: rbc.ru/economics/23/01/2025/6790fa3e9a7947ca6e9d4c1c (data obrashcheniia: 12.01.2025). 3. Lokalizatsiia brenda v Kitae – kak vyvesti brend na kitaiskii rynok. – Tekst: elektronnyi // AziiaPatsifik [sait]. – URL: as-pacific.com/blog/lokalizaciya-brenda-v-kitae-kak-vyvesti-brend-na-kitajskij-rynok/ (data obrashcheniia: 12.01.2025). 4. 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The image of Japan as a tourist destination in the Russian-language segment of the internet Reshetnikova K.V., Candidate of Economic Sciences, Associate professor of Department of Sociology and Management of Social Processes, The School of Contemporary Social Sciences, Lomonosov Moscow State University, e-mail: kv.reshetnikova@yandex.ru ORCID: 0000-0002-9748-7657; SPIN-code: 8201-3712 Reshetnikov A.K., Master's student of the Institute of Asian and African Countries of the Lomonosov Moscow State University, e-mail: areshetnikov229@gmail.com Tourism as an industry became prominent only in recent decades, however it plays an important role in soft power as a diplomacy tool that can shape an image of a country in order to attract visitors and boost its economy. In today's digital age, the Internet plays a key role in shaping travelers’ perceptions of countries and their decision-making of where to go. Different travel blogs may help Japan with its visibility, brand recognition and positive image as an attractive tourist destination. This study examines Russian-language travel blogs on YouTube and Telegram to identify characteristics of the image of Japan as a tourist destination among potential tourists who plan or would like to visit Japan. The main actors shaping the image of Japan among potential tourists are Russian-language bloggers. They select and present various attributes of the destination to potential clients. For this purpose, various Youtube and Telegram channels will be analyzed using a case study method. The collection and data analysis will be done using an observation method and content analysis. This study may become of use to researchers with expertise in tourism, marketing and cross-cultural communication, as well as travel industry professionals who seek practical insight into the needs and preferences of Russian-speaking tourists. Keywords: tourism, tourist destination, country image, Japan. Sources 1. Kharchenko L.N., Brovko S.B. K voprosu ob evoliutsii poniatii «turist» i «turizm» // Obshchestvo: filosofiia, istoriia, kultura. – 2023. – № 9. – S. 110. 2. Brief Descriptions: Sites Inscribed in the World Heritage List. World Heritage Center UNESCO, Paris, 2003. 3. Leiper N. The framework of tourism // Annals of Tourism Research. – 1979. – Vol. 6. – No. 4. – Pp. 390–407. 4. Buhalis D. Marketing: the competitive destination of the future // Tourism Management. – 2000. – No. 21 (1). – Pp. 97–116. – P. 98. 5. Morozov M.A. Turistskie destinatsii i zakonomernosti ikh razvitiia: monografiia. – M.: MIGMT, 2005. – 155 s. 6. Birzhakov M.B. Pravovoe regulirovanie turistskoi deiatelnosti. – SPb.: NP «Izd-vo «Nevskii Fond», 2011. – 522 s. 7. Gearing C.E., Swart W.W. and Var T. Establishing a Measure of Touristic Attractiveness. Journal of Travel Research. – 1974, 12, 1–8. 8. Stegnienko A.S. Turistskie obrazy prefektur Iaponii: metodika izucheniia i tipologiia // Izvestiia Rossiiskoi akademii nauk. Seriia geograficheskaia. – 2014. – № 4. – S. 85. ARTIFICIAL INTELLIGENCE IN MARKETING Integration of artificial intelligence into content marketing Morgacheva I.N., Postgraduate Student of the Department of Marketing St. Petersburg State University of Economics, e-mail: i-s-kas@mail.ru SPIN-code: 5567-7135; Author ID: 1227874 The use of artificial intelligence contributes to significant progress in the automation of production processes, the analysis of data arrays and the solution of complex tasks that until recently remained inaccessible to traditional methods. This article is devoted to the study of the process of integrating artificial intelligence into content marketing activities. The purpose of the article is to identify the attributes of content marketing transformation under the influence of artificial intelligence, systematization and classification of AI platforms suitable for content marketing. The methodological basis of the research includes statistical analysis and desk study of data, as well as qualitative research using in-depth interviews. The methods of secondary data analysis, retrospective analysis, generalization and classification are used. The article discusses the application of artificial intelligence in various fields of economics. Special attention is paid to the use of artificial intelligence technologies in content marketing. The scientific novelty of the work is to identify the signs (attributes) of content marketing transformation under the influence of artificial intelligence, such as personalization, automation, SEO optimization, and data analysis. The attributes of content marketing transformation are related to economic theories, which allows for a deeper understanding of the mechanisms of interaction between businesses and consumers and promotes a more systematic approach to the development and implementation of content marketing strategies. The scientific novelty also lies in the systematization and classification of AI platforms for content marketing. The platforms are divided into 6 classes (personalizing, generating, analytical, optimizing, managerial, testing), the classification is based on a functional feature. Keywords: artificial intelligence, content, content marketing, business, digital economy, transformation, artificial intelligence platforms, automation, personalization, search engine optimization, functionality. Sources 1. Harper C., Francis J., Bennink J. Accenture Technology Vision 2023: Generative AI to Usher in a Bold New Future for Business, Merging Physical and Digital Worlds [Elektronnyi resurs]. 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Barrett. – Bonita Springs, FL: Voyager Media, 2008. – 224 р. 12. Rose R. Managing Content Marketing: The Real-world Guide for Creating Passionate Subscribers to Your Brand/R. Rose, J. Pulizzi. – Cleveland, OH.: CMI Books, 2008. – 177 р. 13. Gunelius S. Content Marketing for Dummies / S. Gunelius // Wiley: New York. – 2011. – Pp. 23–24. 14. Koiso-Kanttila N. Digital content marketing: A literature synthesis / N. Koiso-Kanttila // Journal of Marketing Management. – 2004. – No. 20 (1–2). – Рp. 45–65. 15. Morgacheva I.N. Kontent kak predmet sotsialno-ekonomicheskikh otnoshenii//Nauka o cheloveke: gumanitarnye issledovaniia. – 2025. – T. 19. – № 1. – S. 187–196. – DOI: 10.57015/issn1998–5320.2025.19.1.17 16. Vinerean S. Content Marketing Strategy. Definition, Objectives and Tactics / S. Vinerean //Expert Journal of Marketing. – 2017. – No. 5 (2). – Pp. 92–98. 17. Morgacheva I.N. 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E., Student of Chair of Advertising and PR, State University of Management, Moscow, e-mail: yudinaanna450@gmail.com The article presents the results of a study on the perception of virtual influencers by the modern youth audience. The research used several methods to answer the question of how virtual influencers are perceived as artificially created entities and to what extent this element of perception generates rejection among the audience. The conclusion is that virtual influencers are perceived as something new and technologically advanced, but they are not a complete replacement for real influencers, occupying their own separate place in the audience's perception. Keywords: virtual influencer, perception, influence marketing, online marketing. Sources 1. Rynok reklamy u blogerov v 2025 godu v RF mozhet vyrasti do 57 mlrd rublei // Informatsionnoe agentstvo TASS [Elektronnyi resurs]. URL: tass.ru/ekonomika/23341079 (data obrashcheniia: 08.06.2025). 2. Baklanov N. Luchshie virtualnye vliiatelnye litsa Instagram v 2020 godu // Hype-Journal [Elektronnyi resurs]. URL: hypeauditor.com/blog/the-top-instagram-virtual-influencers-in-2020/(data obrashcheniia: 18.03.2025). 3. The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention // MDPI [Elektronnyi resurs]. URL: frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2023.1089051/full (data obrashcheniia: 18.03.2025). 4. Aladinskaia N.E. Fenomen virtualnykh infliuenserov: predposylki poiavleniia i razvitie / N.E. Aladinskaia // Aktualnye voprosy sovremennoi nauki: teoriia, metodologiia, praktika, innovatika / OOO «Nauchno-izdatelskii tsentr «Vestnik Nauki». – Ufa». – 2023. – S. 87–91. 5. Virtual idol marketing: Benefits, risks, and an integrated framework of the emerging marketing field // Heliyon [Elektronnyi resurs]. URL: cell.com/heliyon/fulltext/S2405-8440 (23)09372-6 (data obrashcheniia: 10.03.2025). 6. Huang J. and Jung Y. Perceived authenticity of virtual characters makes the difference // Front. Virtual Reality. – 2022. – Vol. 3. 7. Blogery-universaly: kak izmenilsia rynok infliuens-marketinga za 2022 god // Forbes [Elektronnyi resurs]. URL: forbes.ru/svoi-biznes/490607-blogery-universaly-kak-izmenilsa-rynok-influens-marketinga-za-2022-god (data obrashcheniia: 10.03.2025). The impact of social media interaction on university branding and student enrollment effectiveness Narkulova Sh.Sh., PhD student at the Samarkand Institute of Economics and Service, Uzbekistan, Samarkand, e-mail: shaxnozanarkulova@gmail.com SPIN-code: 2460-5802; Author ID: 1288434; ORCID.ID:0000-0002-7346-7782 In the context of growing competition in the field of higher education, universities are increasingly regarded as market participants, where key success factors include reputation and brand recognition. This study focuses on the analysis of branding activity of higher education institutions on social media and its impact on the effectiveness of student recruitment. Particular attention is paid to aspects such as audience engagement and recognition in social media (e. g., likes, followers, and other forms of interaction). The results of the empirical research demonstrate a positive correlation between a university’s social media presence and student enrollment indicators. The strongest effect is observed when institutions engage actively and interactively in communication, highlighting the importance of strategically leveraging digital platforms to strengthen university branding and attract prospective students. Keywords: social media, university branding, university image, education marketing, student engagement, university promotion. Sources 1. Whisman R. 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