MARKETING THEORY AND METHODOLOGY

The genesis of omnichannel: from channel control to end-to-end customer process design
Nazvanov A.S., postgraduate student. Lipetsk branch of the Russian Presidential academy of national economy and public administration, e-mail: nazvanov22.02@gmail.com
SPIN-code: 4117-4948; Researcher ID (WoS): PJT-5759-2026; ORCID ID: 0009-0003-1711-0388

The article explores the genesis of the concept of omnichannel marketing as an evolutionary transition from managing isolated channels to designing end-to-end customer processes. It argues that omnichannel marketing is not just a technological trend, but a fundamental shift towards customer-centricity, where the holistic user journey becomes the primary focus of marketing management.
Keywords: omnichannel marketing, multichannel marketing, cross-channel marketing, customer experience, user journey, marketing management.

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Multidimensional segmentation of the modern furniture market: theoretical and methodological approach
Zubov R.E., postgraduate student of the department of Economics and Management, Russian State University of Social Technologies, e-mail: Danil400ml@gmail.com

The article proposes a theoretical and methodological approach to the multidimensional segmentation of the modern furniture market, considering the transformation of consumer behavior, the rational-emotional duality of motivation and the phenomenon of «digitality» of customer experience. Based on the analysis of scientific and industry sources, an author's classification matrix has been developed that integrates traditional (consumer type, price positioning, age) and modern criteria (psychogeographic and behavioral characteristics, distribution channels). Behavioral segments are identified and characterized. It is proved that the proposed multidimensional segmentation makes it possible to overcome the limitations of classical socio-demographic models, serves as a marketing planning tool and helps to increase the relevance of communication with various groups of stakeholders at all stages of the consumer journey.
Keywords: segmentation, furniture market, consumer behavior, marketing, marketing planning, distribution channels.

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MARKETING TOOLS

The role of user experience in shaping a holistic customer journey: evidence from the E-Commerce market
Ushakov K.A., Postgraduate Student, Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russia, e-mail: ku5h4kov@yandex.ru
ORCID: 0009-0000-5824-214X

The article examines the role of user experience (UX) in shaping holistic customer experience (CX) in the e-commerce market. It shows that UX is a key element of digital interaction and affects customer satisfaction, engagement, and loyalty. The paper analyses theoretical approaches to defining UX and CX, as well as differences in their scope and logic of application. Particular attention is paid to the relationship between the user journey and the customer journey in digital ecosystems and marketplaces. The study concludes that effective UX management is a necessary condition for building an integrated customer experience strategy.
Keywords: customer journey, customer experience, user experience, e-commerce, digital platforms.

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MARKETING COMMUNICATIONS

New requirements for organizing advertising campaigns for film products, taking into account changes in consumer behavior on the Internet
Sheynina M.A., Candidate of Economic Sciences, senior lecturer of the Department of «Advertising and Public Relations in the Media Industry», Moscow Polytechnic University, Bolshaya Semyonovskaya st. 38, Moscow, 107023, Russia, e-mail: maryana_sheynina@mail.ru
ORCID: 0000-0002-9646-9473; SPIN-code: 4576-6690; Author ID: 966305

The current internet landscape is characterized by a shift in media consumption, which has become fragmented. Audiences are dispersed across multiple resources and effectively ignore online advertising. Previously, reaching a wide audience was achieved through the use of reach media channels. Today, achieving the same level of reach requires a greater number of online resources, leading to increased advertising budgets, fragmented reach, and more complex advertising campaign organization. When choosing products or services, users are increasingly delegating the comparison of options to AI services. These fundamental changes in media consumption require brands to rethink their media approach.
The author identifies key user behavioral characteristics that influence the formation of the media mix and that must be considered when organizing film advertising campaigns. He also provides methodological recommendations for improving the effectiveness of advertising campaigns.
Keywords: film marketing, film promotion, new online promotion methods, promotion effectiveness evaluation.

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Personal branding as a marketing communication tool in creative industries: an empirical analysis
Pogorevich A.V., PhD in Economics, Associate Professor at the Department of Advertising and Socio-Cultural Activities, Humanities Institute, Siberian Federal University, Krasnoyarsk, Russian Federation, e-mail: Savina1979@mail.ru
SPIN-code: 3698-7243; Author ID: 525553; ORCID: orcid.org/0000-0001-7866-9909

This article examines personal branding as a tool of marketing communication in creative industries. Drawing on a quantitative survey of 384 representatives of the creative sector in the Krasnoyarsk Region, the study analyzes practices of forming and promoting personal brands. The findings reveal that 79% of respondents recognize personal branding as an essential element of their career trajectory, with 42,6% deliberately working on developing their personal brand. Social media remains the dominant promotion tool (27,8%), which aligns with the logic of the attention economy. More than one-third of respondents report tangible outcomes, including project invitations, networking opportunities, and professional recommendations. The study identifies a gap between awareness of the importance of personal branding and systematic efforts to develop it, attributable to a shortage of structured educational resources. The research findings may be used by marketers and creative industry practitioners to develop communication strategies in the creative sector.
Acknowledgements. The author expresses sincere gratitude to Alexey S. Novikov, founder of Technologies of Social Research LLC (Krasnoyarsk), for his substantial contribution to organizing the research and processing the survey results.
Keywords: personal branding, creative industries, marketing communications, social media, attention economy, human capital, regional marketing.

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MARKETING RESEARCH

Between X's and Y's: analysis of individuals born during the transition period between two generations
Dimitko E.S., Commercial Director of «Rapid Bio» – resident of Skolkovo, an associate professor at the Department of Marketing at the Financial University under the Government of the Russian Federation, a business – coach for the HSE MBA programs, a member of the Marketing Guild (Moscow), e-mail: esdimitko@fa.ru
SPIN-code: 2327–2531; Author ID: 1267321

The article provides an analysis of the generational transition between Generation X and Millennials (Generation Y), who currently constitute the dominant demographic in Russia. It explores the complexities of transitional generational periods and presents comprehensive data on the values and perceptions of happiness held by both groups. A key highlight of the research is the introduction of unique data regarding individuals born during the period between 1982 and 1988. The article offers practical business recommendations based on the identification of this specific transitional phase. The research has been conducted by the author from 2011 through 2026 and remains ongoing at the Higher School of Economics (HSE), the Moscow University of Finance and Law (MFUA), and the Financial University under the Government of the Russian Federation.
Keywords: intergenerational period, values, preferences, consumer behavior, generation X (X's), generation Y (millennials), individuals born between generation X and Y.

Sources
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3. Howe N., Strauss W. Millennials Rising: The Next Great Generation. Knopf Doubleday Publishing Group, 2000.
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5. Ponomareva E.S. Teoriia pokolenii. Dostizheniia nauki i obrazovaniia. – 2017. – № 8. – S. 55–56.
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10. Dimitko E.S. Iksy vozvrashchaiutsia? O schaste i tsennostiakh pokolenii X, millenium i zummerov // Risk: resursy, informatsiia, snabzhenie, konkurentsiia. – 2024. – № 4. – S. 155–161.

TERRITORIAL MARKETING

Developing a four-dimensional place brand model (the Eltonsky Nature Park as an example)
Lukyanenko N.A., postgraduate student of the Department of Economics and Entrepreneurship, Volgograd State Technical University, e-mail: nat.r.fia@mail.ru
SPIN-code: 1190-3841; Author ID: 776279; Scopus Author ID: 6506771461; ORCID ID: 0009-0009-8880-8760
Frolov D.P., professor of the Department of Economics and Entrepreneurship, Volgograd State Technical University, Doctor of Economics, e-mail: ecodev@mail.ru
SPIN-code: 7816-9453; Author ID: 185619; Scopus Author ID: 56684834600; ORCID ID: 0000-0002-7873-2725

A four-dimensional model of a place brand allows us to identify specific aspects of its marketing: the cognitive aspect (through rational arguments and objective facts); the affective aspect (through emotions, storytelling, and automatic thinking); the self-actualization aspect (promotion based on creating opportunities for personal contribution to the brand); and the social aspect (based on social interactions and co-creation). The object of analysis is the Eltonsky Nature Park (Volgograd Region), whose balneological resources are analogous to the Dead Sea, and whose biodiversity has been designated a UNESCO Biosphere Reserve. The brand's promotion concept is based on a diversification strategy that involves entering new market segments with offerings based on a combination of therapeutic and wellness services with authentic experiences through events related to the development of creative abilities, the restoration of psycho-emotional health, sports and eSports activities, nature observation, and media content creation.
Keywords: place marketing, place branding, stakeholders, expanded knowledge.

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PRODUCT POLICY

A model for harmonizing assortment programs as a way to increase the stability of business ecosystems
Leonow A.I., Professor Dr., Institute of Management, Faculty of Management, Department of Management, RANEPA (Moscow), e-mail: leonov-ai@ranepa.ru
SPIN-code: 3094-7459; Author ID: 823354; ORCID-ID: 0000-0003-1159-4708
Kovzel A.D., researcher at the HSE University, combined Master's-PhD track (Moscow), e-mail: adkovzel@edu.hse.ru
SPIN-code: 5383-9054; Author ID: 1228166; ORCID-ID: 0009-0004-9727-7598

The article presented reflects results of the empirical stage of a study focusing on the elaboration and testing of a model for harmonizing assortment programs as a tool for increasing the resilience of a business ecosystem. The model is based on the “product map” of the client proposed by the authors and developed on the basis of mapping tools. In its creation, along with a set of secondary data, the results of in-depth interviews, mass surveys, and mystery shopping techniques were used. This allowed to investigate the «product maps» of key players in the ecosystem subscription market. Along with growth points identified for the companies investigated, insufficient interconnections between assortment units have also been identified; they could reduce the resilience of the ecosystem.
Keywords: business ecosystem, assortment management, cross-product relations, product management, marketing models.

Sources
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2. Kalbakh D. Put klienta. – 1-e izd. – M.: Mann, Ivanov i Ferber, 2022. – 432 s.
3. Davii A.O., Rebiazina V.A., Smirnova M.M. Barery i draivery pri sovershenii internet-pokupok v Rossii: rezultaty empiricheskogo issledovaniia // Vestnik Sankt-Peterburgskogo universiteta. Seriia «Menedzhment». – 2018. – № 17. – S. 69–95.
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BANKING MARKETING

Generation Z loyalty to commercial banks: the role of digital customer experience, trust, and personalization
Kurkova D.N., PhD (Economics), Associate Professor, Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russia, e-mail: KurkovaDN@my.msu.ru
SPIN-code: 6293-1412; Author ID: 1116348; ORCID: 0000-0003-4609-2708; IstinaResearcherID: 11998607; Scopus ID: 57388137500
Abgaryan V.A., Bachelor of Management Degree, Faculty of Economics, Lomonosov Moscow State University, Moscow, Russia, e-mail: abgaryan-vika@mail.ru

The article examines the loyalty of Generation Z to commercial banks in the context of digitalization of banking services. Based on expert interviews with representatives of Russian banks and a survey of Generation Z respondents, the key drivers of young users’ customer loyalty are identified. It is found that the quality of digital customer experience, mobile app usability, personalization of interaction, trust in the bank, and emotional comfort of using the services are most closely associated with loyalty. It is shown that the innovativeness of banking solutions per se is not a determining factor for retaining young customers and is less significant than stability and convenience of digital interaction. Cluster analysis reveals three segments of young customers differing in satisfaction, trust, and perception of digital experience. The results of the study can be used by commercial banks to develop retention strategies for Generation Z, improve digital services, and develop personalized customer interaction models.
Keywords: customer loyalty, Generation Z, commercial banks, digital banking, customer experience, personalization, customer segmentation.

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17. Rebiazina V.A., Zbandut N.G. Povedenie predstavitelei pokoleniia Z v usloviiakh ekonomiki sovmestnogo potrebleniia v Rossii // Marketing i marketingovye issledovaniia. – 2020. – № 1. – S. 22–27. DOI: 10.36627/2074-5095-2020-1-1-22-27
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INTERNATIONAL MARKETING

Updating trends and strategic marketing solutions for Russian companies operating in foreign markets
Aksenov A.V., Postgraduate Student of the Department of Marketing and Advertising, Russian State University of Economics (RINH), e-mail: alexander.axenov@gmail.com
ORCID: 0009-0008-6845-7871
Bondarenko V.A., doctor of Economics, Professor, Professor, Professor of the Department of Marketing, Patrice Lumumba Russian University of Peoples' Friendship, e-mail: b14v@yandex.ru
SPIN-code: 4377-1651; Author ID: 187222; Scopus Author ID: 57193857639; ORCID: 0000-0003-2921-7548
Rybalko M.A., doctor of Economic Sciences, Associate Professor, Associate Professor of the Department of Marketing, Moscow State University named after M. V. Lomonosov, e-mail: 903103@gmail.com
SPIN-code: 2693-0590; Author ID: 674546; ORCID: 0000-0002-3806-4080

The article explores the issues of updating the study of emerging trends and challenges in foreign markets, as well as the requests from Russian companies involved in foreign economic activity. Based on the analysis of the results of empirical studies available in the open literature, supplemented by in-depth interviews with industry representatives, the article clarifies the trends and requests of market participants. The article substantiates a framework for selecting strategic marketing solutions for companies, which can help understand the areas of targeted support for this business.
Keywords: trends, requests, threats, participants in foreign economic activity, support.

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