Рр. 3 – 10

Mix of Communication Tools on the Internet

Berkutova Elena Alexandrovna, Third year graduate student Faculty of Economics Moscow State University. 1-46 Leninskiye Gory, Moscow, 119991, Russia

Tokareva Elena Georgievna, Third year graduate student Faculty of Economics Moscow State University. 1-46 Leninskiye Gory, Moscow, 119991, Russia

For a long time, the communication tool was considered as an independent unit. With the Internet development the paradigm of an autonomous instrument is replaced with communication tools mix. Using of several communication tools caused by increase in audience coverage of the advertising campaign, the increase in CTR, etc. The authors suggest companies to analyze the effectiveness of instruments bundles instead of individual instruments. Also, the choice of tools for promotion should not be isolated, but take into account its place in the combination. Based on the study of combinations using of company XXX in the article four types of communication tools mixes are defined according to the connection type: unidirectional, mutually directed, parallel convergent and parallel divergent, for each type there are pluses and minuses, influence on the effectiveness of the advertising campaign as a whole.
The most popular combination is unidirectional. In using this combination should not be used more than three consecutive elements, because the efficiency of each additional tool is reduced: on average, the CTR for the second serial element is 30% lower than the first one, and the third is 60% lower than the second one.
The list of tools for mutually directed combinations is limited: basically it is the website of the brand and partners and social networks. This combination is used permanently to increase the attendance of several resources by promoting some of them.
Parallel convergent combinations can attract a wider audience (different instruments attract different segments of the audience).
Parallel divergent combinations should include a set of «simple» and «difficult» target actions, because combination of two «difficult» for the consumer actions reduces conversion.

Рр. 11 – 16

Digital Instruments in Branding of Universities

Petrusha Polina G., Head of the Internationalization Office, PhD Student ITMO University, Kronverkskiy pr. 49, St. Petersburg, 197101, Russia

Universities now are faced with the increasing international competition for talented youth, grants and participation in research collaborations. Brand/reputation is becoming critical factor for succeeding in this competition. Reputation management in a field of international students’ recruitment is an important factor influencing global brand recognition of the university. This paper outlines the findings of a study of the background, tasks and instruments of reputation management of the innovative universities. The study is targeted on reputation management and brand-building in the area of international students’ recruitment. The key stones in brand building of Universities’ branding are the following: brand awareness among the future students and leaders of opinion, positive attitude to the university among those groups, testimonials of the University shared by students, faculty and staff of the university, employability, scientific and innovative outcomes provided by University graduates and international rankings of the Universities. All these factors are very sensitive to digital banding communications. The paper provides insight into different digital instruments of reputation management, analysis of their effectivity and cross impact based on statistics of international applicants visiting web-sites, landing pages and pages in social networks of ITMO University (St. Petersburg, Russia). Effectivity of implementing these instruments varies depending on the factors to be improved. The maximum outcome could be reached by complex using of all these instruments synchronized in time and distributing equal brand values. Theoretical and managerial implications for HEIs are provided leading to directions for future research.

Рр. 17 – 20

Application of RFM-analysis in auto-business by the example of Audi Dealerships

Kasymov Linar Radievich, marketing manager of the division «Center» GC «AvtoSpetsTsentr», Leninsky pr-t 107, Moscow, Russia

This article describes the segmentation of clients based on RFM analysis. An example of analysis based on the customer database of Audi GC «AvtoSpetsCenter» is given. For each enterprise, the task is to increase the conversion and reduce marketing costs. Segmentation and targeting are the basis of marketing, and direct marketing is no exception. Even with the customer base accumulated over the years, mass e-mail or SMS-mailings can bring to the enterprise no less harm than good. It is important to be able to inform customers exactly the offers which will provide to the company the required number of calls or requests on the site, while not filling up the boxes and phones of customers with unnecessary messages that they would perceive as spam. To do this, it is necessary to clearly understand who and why each SMS, letter or a call will get. On the example of the group of companies «AvtoSpetsCenter» consider the simplest, but from this no less effective way of solving this problem.

Рр. 21 – 25

Staff Marketing. Article 3. Organizational Aspects of Marketing Interaction with the Staff of Modern Enterprises and Organizations

Demyanchenko Natalya Vasilyevna, Candidate of Economics, Associate Professor of the Management Department, Krasnodar Branch of Plekhanov Russian University of Economics, Sadovaya 23, Krasnodar, 350002, Russia

Human capital is one of the most discussed and controversial item in Russian practice of stuff management and marketing. Traditionally, human capital is identical to cost of own education. For scientific substantiation of this concept Gary Becker was awarded the Nobel Prize in Economics in 1992. Meanwhile, human capital for modern organizations has a fundamentally different meaning - it is the ability to search and nominate the staff members capable to modernization, development, and scaling the basic business model. However, this approach to use the potential of the own employees requires the qualitative change in approach to employment; the practical use of a life cycle model of marketing interaction with the employee; the implement a range of strategic and tactical functions of staff marketing. This article is devoted to the disclosure of organizational aspects of the marketing interaction with the staff of modern enterprises and organizations.

Рр. 26 – 29

Organization of Strategic Marketing in Trade: Innovative Aspect

Akperov Imran Kuruoglu, Doctor of Economics, Professor, Rector of the Private educational institution of higher professional education «Southern University (IUBIP)», M.Nagibin av. 33A/47, Rostov-on-Don, 344068, Russia

Functioning of Russian retail trade involves the use of strategic marketing tools. The article presents an author’s view on the system of marketing management of a trading enterprise. Trade enterprises, reacting to changes in the external environment, adjust the methods of sales and forms of commercial services. The marketing strategy is focused on achieving long-term goals. Innovative marketing activities are determined by the marketing problems of the trading enterprise. The implementation of the strategy is influenced by: marketing goals, pricing policy, distribution and promotion system, personnel policy. The novelty of the author’s approach is to systematize the factors that influence the implementation of innovations in trade. This will allow the management of trade networks orienting marketing activities to an innovative development path.

Рр. 30 – 40

Social Identity Research of Russian Regions Residents in Terms of the Formation of Regional Brand

Bondarenko Victoria Andreevna, Doctor of Economics, head of the Department of Marketing and advertising, Rostov state economic University (RINH); B. Sadovaya st. 69, Rostov-on-don, 344002

Ivanchenko Olesya Valerievna, Candidate of Economics, associate Professor of Marketing and advertising, Rostov state economic University (RINH); B. Sadovaya st. 69, Rostov-on-don, 344002

Kaliyeva Olga Mikhailovna, Candidate of Economics, associate Professor, head of Department of Marketing, commerce and advertising, Orenburg state University; Pobedy av. 13, Orenburg, 460018

Goal: to examine the degree of social identity of residents with their region in two far apart areas of Russia (Rostov region and Orenburg region) in the aspect of prospects of formation of effective regional brand to enhance the competitiveness of the territory and its attractiveness.
Objective: To compare the results of the conducted Internet survey of the population of the Orenburg and Rostov regions across a wide range of questions to reveal the distribution of citizens, clearly identifying themselves as residents of a particular area of residence and linking their economic and social interests of the region of localization.
Result. The obtained results of marketing research allow to conclude that from 40 to 70% of respondents do not link their economic and social fate with that of the region and they are not ready to make additional efforts to solve regional problems. The fate of the regional brand and its effectiveness depends on the active activities of «pressure groups» from among the active population of the regions.
Conclusion. The passive attitude of the majority of the respondents in relation to problems of formation of regional brand allows expecting obstacles on the part of the majority of the population with the direct formation of the brand, but does not allow counting on the active support of ongoing efforts on the part of the passive majority. Support in the formation of effective brand of the region have become by activists of social movements, entrepreneurs, whose interests associated with the interests of the territory, and populations, the success of the activities and careers which are associated with the success of the territory.