DOI: 10.24411/2071-3762-2020-10007
Competitiveness as a Source and Factor of Efficiency Import Substitution in Industrial Markets

Martinenko Oksana Vladimirovna, Candidate of science (economy), Docent of Management Chair, Kaliningrad’s filial of Russian University of Cooperation; K. Marks street 17, Kaliningrad, Russia, 236022 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The purpose of the work is study of the possibilities of implementing the industry strategy of import substitution in the largest domestic markets of industrial products for industrial and technical purposes. The methodology included Desk study of the existing sectoral and corporate efforts towards the growth of competitiveness of production and subjects of the Russian agricultural machinery and Field study of the operating efficiency and competitiveness of the major market participants and their expectations about the prospects for the strategy of structural shift in the domestic consumption of agricultural machinery. Among the main results of the author’s study, the conclusion was made about the deterioration of the industry and marketing conditions of Russian agricultural engineering, despite isolated attempts to organize the production of modern and internationally competitive models of agricultural machinery. Domestic manufacturers survive in industrial assembly mode amid incomparable marketing opportunities of foreign manufacturers. Justified caution was noted in manufacturers’ assessment of the prospects for the effectiveness of import-substituting efforts in the absence of normal reproductive processes and their financing. Scope of the results: industry-specific program for increasing the competitiveness of Russian agricultural engineering and the program for import substitution of agricultural equipment in the domestic Russian market.

Keywords: industrial competitiveness; national market of machine-building products of agro-industrial complex; import substitution.

DOI: 10.24411/2071-3762-2020-10008
Marketing Activity in the Conditions of Digital Transformation: Problems of Formalization and Construction of Descriptive Algorithms

Ianenko Marina Borisovna, Doctor of Economics, Professor, Peter the Great St. Petersburg Polytechnic University; Politechnicheskaya st. 29, St. Petersburg, Russia, 195251(This email address is being protected from spambots. You need JavaScript enabled to view it.)

Ianenko Mikhail Evgenevich, Ph.D., Associate Professor, Executive Director LLC “MorTeсh”, Peter the Great St. Petersburg Polytechnic University; Politechnicheskaya st., 29, St. Petersburg, Russia, 195251 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The analysis of the main directions of marketing activities in the conditions of digital transformation showed that for successful development in the digital economy, companies need to improve digital methods of collecting, processing, analyzing information; expand interaction with consumers in the digital environment; timely identify destabilizing factors of the competitive environment and respond to emerging threats. The proposed approaches to formalization and algorithmization of decision-making processes on innovative changes in marketing activities, such as the generation of new concepts of data use, experimental testing of innovative tools, updating of the value application will contribute to the development of innovative strategies for interaction with customers and recognition of threats to destabilize the market situation. Marketing algorithms of digitalization will provide not only generalization of best practices and accumulation of managerial experience in artificial intelligence systems, but also the efficiency of the company’s response to emerging opportunities and threats.

Keywords: marketing activity; digital transformation; innovative strategies; Algorithms interaction with consumers; destabilization; competitive environment.

DOI: 10.24411/2071-3762-2020-10009
Characteristics of the Information Flow in Internet Marketing Activities of Small Businesses

Kovalenko Artoym Evgenievich, Postgraduate Student of the Management Department, South Ural State University; Lenin Avenue 2, Chelyabinsk, Russia, 454080 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Kuzmenko Yulia Gennadievna, Doctor of Economics, Professor of the Management Department, South Ural State University; Lenin Avenue 2, Chelyabinsk, Russia, 454080 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

Internet-marketing is characterized by a variety of communication tools and approaches to assessing effectiveness. Methodical fragmentation of approaches forms the research problem of integrating Internet marketing into the structure of classical marketing as an element of the digital economy. Especially for small businesses that are limited in resources and competencies. The article theoretically substantiates the approach to considering Internet marketing as a type of information flow included in the structure of marketing flows according to the inbound marketing methodology (B. Halligan and D. Shah). In the work the characteristics of the information flow of Internet marketing are highlighted. The main characteristic of the information flow is the movement of consumers in the communication channels of Internet marketing (various Internet sites). Internet marketing methods are volatile. But the process of consumer movement in the communication channels of Internet marketing is stable. The article focuses on the consideration of the information flow, which comprehensively characterizes the movement of consumers in the communication channels of Internet marketing. These features are shown in the form of an author’s conceptual scheme describing the inclusion of Internet marketing information flow in the structure of marketing flows of a small organization. Based on the scheme, the phenomenon of Internet marketing information flows interaction is considered, external and internal relations characterizing this phenomenon are highlighted. Practical recommendations on the conduct of Internet marketing activities of small businesses from the perspective of information flows are presented.

Keywords: informational flow; internet-marketing; small business enterprises; marketing flows; internet marketing informational flow; interaction of information flows; effectiveness of online marketing.

DOI: 10.24411/2071-3762-2020-10010
Creative Solutions in Marketing: Event Marketing

Shevchenko Dmitry Anatolyevich, Professor of marketing and advertising, doctor of economic sciences, honorary member of the Guild of Marketers, expert AKAR, Head of the Department of marketing communications of the Moscow Polytechnic University (Moscow Polytech); Bol. Semenovskaya str. 38, Moscow, Russia, 107023 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is devoted to creative solutions in the fast-growing marketing business – event marketing. In recent years, all marketing communication tools have been totally influenced by new technologies: artificial intelligence, interactive video, augmented reality, electronic installations, and personification.. Most of all, the influence of the latest electronic technologies is noticeable in event marketing. The article demonstrates with concrete examples the role and effectiveness of using new technologies. The author is trying to show that the communication and economic efficiency of branding potential buyers in the current period of time depends on the competencies and creativity of the managers who launch and implement the business in the event marketing format. Thanks to creative solutions, brand managers manage to establish an emotional connection between the target audience and the company’s brand. In the digital world, real events and personal meetings are becoming more popular than ever before. Direct interaction between brands and people is the most important marketing channel, which is event marketing.

Keywords: event marketing; creative; promotion; brand; btl сommunications; performance; installations; virtual reality.

DOI: 10.24411/2071-3762-2020-10011
Advertising Nature of «Soviet Advertising» in 1917–1991

Isaev Sergey Mikhailovich, Ph.D. in Economics, Associate Professor, Institute of Business Studies (IBS-Moscow) within the Russian Presidential Academy of National Economy and Public Administration; Vernadsky Ave. 82, Moscow, Russia, 119571 (This email address is being protected from spambots. You need JavaScript enabled to view it.)

The article is attempting to analyze the mass communications that existed in the Soviet Union in 1917-1991, which are traditionally described in Russian literature as “Soviet advertising”. The analysis conducted from the point of view of the economic nature of the advertising phenomenon showed that in the USSR by the end of the 1930s a system of “advertising” communications had been developed, which had a number of specific features that did not allow us to consider this “advertisement” as normal commercial advertising, namely: in the Soviet Union production of advertised goods was authorized by the political leadership disregard the real needs of the country’s population. The main task of the Soviet “advertising” was to inform potential buyers about the availability of manufactured goods, excluding real effective demand. The advertisers were the state ministries that actually owned and controlled subordinate state industrial enterprises, but not the producers – factories or companies — that produced goods, as is the case in a market economy. Target audiences of the Soviet “advertising” were not identified. The Soviet “advertisements” did not contain any information about a specific product under its own name (trademark, brand) or about a specific producer of the goods. In fact, whole product groups were advertised – dumplings, sausages, champagne, but not specific products of specific manufacturers. The style of the so-called “advertising” messages repeated the imperative the Soviet propaganda style: “Buy!”; “Demand!”, etc. These features indicate that, despite the advertising form, the so-called Soviet «advertising» essentially solved primarily political and ideological, but not economic or commercial issues. The “Soviet advertisement” modernized in the 1960s and 1970s preserved the propaganda traditions and, despite numerous decisions of the Soviet political leadership, under the conditions of macroeconomic structural imbalances, the shortage of goods and services did not have an economic nature and a priori could not increase, as it was required by the Soviet authorities, retail trade turnover. Therefore, it seems correct to name the very specific system of mass communications that existed in the USSR in 1917– 1991 – Soviet quasi-advertising.

Keywords: economic nature of advertising; Soviet advertising; agitation and propaganda; planned economy; market economy; advertising technology; Soviet quasi-advertising.