No. 4 (2026): Маркетинг в России и за рубежом № 4 2026

Статьи

• THE GENESIS OF OMNICHANNEL: FROM CHANNEL CONTROL TO END-TO-END CUSTOMER PROCESS DESIGN

  A.S. Nazvanov

  3-13

• MULTIDIMENSIONAL SEGMENTATION OF THE MODERN FURNITURE MARKET: THEORETICAL AND METHODOLOGICAL APPROACH

  R.E. Zubov

  14-19

• THE ROLE OF USER EXPERIENCE IN SHAPING A HOLISTIC CUSTOMER JOURNEY: EVIDENCE FROM THE E-COMMERCE MARKET

  К.А. Ushakov

  20-30

• NEW REQUIREMENTS FOR ORGANIZING ADVERTISING CAMPAIGNS FOR FILM PRODUCTS, TAKING INTO ACCOUNT CHANGES IN CONSUMER BEHAVIOR ON THE INTERNET

  М.А. Sheynina

  31-43

• PERSONAL BRANDING AS A MARKETING COMMUNICATION TOOL IN CREATIVE INDUSTRIES: AN EMPIRICAL ANALYSIS

  A.V. Pogorevich

  44-52

• BETWEEN X'S AND Y'S: ANALYSIS OF INDIVIDUALS BORN DURING THE TRANSITION PERIOD BETWEEN TWO GENERATIONS

  E.S. Dimitko

  53-62

• DEVELOPING A FOUR-DIMENSIONAL PLACE BRAND MODEL (THE ELTONSKY NATURE PARK AS AN EXAMPLE)

  N.A. Lukyanenko , D.P. Frolov

  63-71

• A MODEL FOR HARMONIZING ASSORTMENT PROGRAMS AS A WAY TO INCREASE THE STABILITY OF BUSINESS ECOSYSTEMS

  A.I. Leonow , A.D. Kovzel

  72-82

• GENERATION Z LOYALTY TO COMMERCIAL BANKS: THE ROLE OF DIGITAL CUSTOMER EXPERIENCE, TRUST, AND PERSONALIZATION

  D.N. Kurkova , V.A. Abgaryan

  83-94

• UPDATING TRENDS AND STRATEGIC MARKETING SOLUTIONS FOR RUSSIAN COMPANIES OPERATING IN FOREIGN MARKETS

  A.V. Aksenov , V.A. Bondarenko , M.A. Rybalko

  95-104