Рр. 3 – 9

Marketing in a Network Economy: Product Policy in Labor Market

Kaluzhsky Mikhail Leonidovich, Candidate of Philosophy, Associate Professor, Economics and Management Faculty, Omsk State Technical University; pr. Mira 11, Omsk, 644048, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article continues the author’s cycle of publications on the use of marketing in a networked economy on the labor market.
The network economy transforms marketing through cloud computing and logistics services. Especially significant changes are observed in the modern labor market. As a result of the decentralization of management, the functions of the organization of labor are delegated to external executives – specialized logistics service providers. Labor acquires microeconomic importance and turns into a full-fledged product, the subject of commercial transactions.
Institutional changes in the labor market require new approaches to the interpretation of market relations. Marketing theory can be one of these approaches used as a tool for making management decisions. The article reveals the features of product policy in the network labor market using the classical theory of marketing. The author substantiates the thesis that the alienation of labor in a network economy turns the labor market into one of the varieties of standard commodity markets. Common product strategies and marketing tools apply in such market. In the modern labor market, the employer is a customer, labor is a product, and workers and intermediaries are performers. The tools and content of the product policy in the labor market are almost identical to the tools and content of the product policy in other types of markets.

Рр. 10 – 17

Marketing Impact on Sales Revenue Based on Data

Tatarinov Konstantin Anatolyevich, Candidate of Economics, Associate Professor, Department of Management, Marketing and Service, Baikal State University; Lenina 11, Irkutsk, 664003, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to data-based marketing as one of the effective methods of business management. The article discusses the features and stages of «consumer travel» and their relationship with the basic indicators of the «profit formula». The author identified 17 indicators of the impact on turnover, their priority from the point of view of the theory of constraints and determined the measure of their influence on the integral indicator. The article highlights consistent and accurate methods of marketing impact on the main indicator of economic activity. The author proposed to abandon the linear expansion of the business, go to work on the five basic parameters at the same time and get the opportunity for simpler, faster and easier growth than competitors. The main objective of the article is to transfer the position of marketing in the company from the promotion function to the profit analysis function. This approach to marketing is very different from the “hysterical marketing” model and allows decomposing the business at the stage of its creation.

Рр. 18 – 24

Retail Chain Shop Communications Using Influencers in Social Media

Shilovskiy Sergey Vitalievich, Candidate of Economics, Associate Professor of the Marketing, Logistics and Commerce Department, Far Eastern Federal University; 10 Aiax village, FEFU campus, 690922, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Retail chain shop promotion in social media using influencers is described in the article. The author propose analysis of existing approaches to a brand promotion using social influencers, theories that describe buyer behavior under influence of social influencer, conceptual framework of retail chain shop promotion management using micro celebrities. The originality of the author’s approach is in market segmentation based not only on social and demographic characteristics but using also geographic and other characteristics, it is proposed to create communication messages for every of the above mentioned segments and send messages through social influencers. Information obtained in this analysis will allow retail chain shop marketing managers to increase efficiency of brand promotion in social media.

Рр. 25 – 30

Innovative Marketing Technologies in Retail Trade

Krasyuk Irina Anatolievna, Doctor of Economics, Professor, Deputy Director of research of the Higher School of service and trade, Institute of Industrial Management, Economics and Trade, Peter the Great St. Petersburg Polytechnic University; Polytechnic st 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Barbaruk Anna Igorevna, Student of «Trade Business» direction, Higher School of service and trade, Institute of Industrial Management, Economics and Trade, Peter the Great St. Petersburg Polytechnic University; Polytechnic st 29, St. Petersburg, 195251, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Sheinina Maryana Aleksandrovna, Executive and media director in the full service digital agency Articul Media, senior lecturer in the Department of Marketing Communications of the Moscow Polytechnic Institute; Bol. Semenovskaya str. 38, Moscow, 107023, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Innovations in trade – the end result of innovation activity, implemented through the transformation of the trade and technological process. The use of innovative marketing tools is systemic, so this article summarizes the knowledge of marketing technologies in retail. The author’s position is to justify the feasibility of a systemic approach to the operational activities of the commercial enterprise. Marketing and trading technologies intersect in the organizational process. Under the marketing technology, the authors understand a set of interrelated techniques, methods of influence and decision-making, which form the strategy of a trading company to manage its position in the market, to choose and achieve its goals. The method of evaluation of innovative marketing technologies allows to evaluate the effectiveness of their application in the trade and technological process. Use of marketing innovations in trade helps to make management decisions, forms loyalty of the consumer to the enterprise, increases its competitiveness.

Рр. 31 – 36

Integrative Approach in the Educational Process: Problems and Prospects

Tabashnikova Olga Lvovna, Candidate in Economics, Associate Professor of the Department of Management and Business Technologies, Kemerovo Institute (branch) of the Plekhanov Russian Economic University; Kuznetsky Ave 39, Kemerovo, 650992, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to justifying the need to use an integrative approach in the educational process of higher education in such areas of training as “Management”, “Marketing”, etc. Graduates of these areas should be prepared to make non-trivial decisions in conditions of limited information, a high degree of uncertainty and the ever-increasing dynamics of the external and internal environment of social organizations (including enterprises of the business environment, administrative institutions, public organizations, etc.) as objects of management. The reasons constraining innovative tendencies in educational process are analyzed. The author’s algorithm of transformation of existing approaches to the organization of educational process is offered. As a result of this transformation, students, on the one hand, will receive a holistic knowledge in the relevant field of activity, based on interdisciplinary and post-disciplinary analysis and synthesis, and on the other hand, will master the integrative style of knowledge. The novelty of the author’s approach lies in the fact that in the educational process should be ensured the unity of substantive and procedural aspects of the integrative approach, both at the level of the educational program as a whole and at the level of a separate discipline.

Рр. 37 -42

Development of Evaluation Method of the Competitive Advantages of the Basic Education Programs of Master’s Degree Course at University

Guseynova Zalina Aslanovna, Candidate of Economics, Associate Professor of the Marketing Department, Plekhanov Russiаn University of Economics; Stremyanny lane 36, Moscow, 117997, Russian Federation (This email address is being protected from spambots. You need JavaScript enabled to view it.)

This article describes the method of the competitive advantages analysis of master’s degree educational programs in a University. The author offers her algorithm of research which includes four main blocks: the development the factors of competitive advantages of master’s degree educational programs in a University; development the procedure of the competitive advantages indicators evaluation of master’s degree educational programs in a University; the assessment of the indicators of the competitive advantages of a University and its key competitors, comparative analysis; conclusions and recommendations, measures for increasing the competitiveness of master’s degree educational programs in a University. The novelty is in identifying the factors of competitive advantages of master’s degree courses. There are four groups of the factors: education; internationalization; employment; science. The novelty is also in development of the system of evaluation of the competitiveness factors in conjunction with their ranking. To assess the master’s degree programs competitiveness factors, two criteria are proposed: “presence” and “representation in the infomercials”. The research results are proposed to be included in the matrix of competitiveness of educational programs of master’s degree of the University, which creates conditions for the study of strategic approaches to ensure the competitiveness of individual master’s programs and master’s degree of the University as a whole. The use of the proposed method will allow to flexibly adjust the portfolio of educational programs of the University master’s degree and strengthen its competitiveness, and diagnostics of key competitors according to the presented method creates the possibility of comparative competitive analysis and the use of benchmarking tactics.