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Рр. 4 – 10
UDC 658.8
DOI: 10.24412/2071-3762-2025-2332-4-10
Exploring the Application of Neural Networks in the Creation and Promotion of Films in the Russian Film Industry
Polyakov Alexander Mikhailovich,
student, Department of Mass Communications and Media Business, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-007-9501-8359
Romanishina Tatyana Sergeevna,
Doctor of Economics, Associate Professor, Professor, Department of Mass Communications and Media Business, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0001-7999-1844
Bondarenko Victoria Andreevna,
Doctor of Economics, Professor, Deputy Dean of the Faculty of Economics for Research, Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia; Professor, Department of Service Marketing and Brand Management, State University of Management; 99 Ryazan Ave, Moscow, Russia
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https://orcid.org/0000-0003-2921-7548
This article explores the prospects for using neural networks in the creation and promotion of films in the Russian film industry, which is undergoing a phase of active digital transformation. The main focus is on analysing current technologies, their adaptation to the conditions of Russian film production, and identifying the key advantages and limitations of their use. The author considers areas of artificial intelligence integration, including script modelling, special effects automation and the development of personalised marketing strategies. The authors reveal the integration of neural networks as a tool to facilitate production processes, as well as their role in the creation of competitive content at the global and local levels. Problems such as the high threshold of technology entry, the need to adapt infrastructure and legislation, training and retraining of specialists are also noted. Forecasts for the development of the film industry in Russia under conditions of digitalisation and the introduction of AI are presented.
Keywords: neural networks; film industry; script modeling; special effects; digital marketing; Russian film market; artificial intelligence.
Рр. 11 – 15
UDC 796.075.2
DOI: 10.24412/2071-3762-2025-2332-11-15
Problems of the Russian Market of Sports Rights Holders and Acquirers of Rights in Sponsorship
Gorelikov Valery Afanasyevich,
Associate Professor, Sports Marketing Department, Moscow Financial and Industrial University «Synergy», Director, SportTeam Consulting Agency; 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0000-0001-8676-3030
Bartash Pavel Alekseyevich,
postgraduate student, Sports Marketing Department, Moscow Financial and Industrial University «Synergy», Head of Data Management Department, ADV LaunchPad LLC; 52 Kosmodamianskaya nab., Moscow, Russia
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https://orcid.org/0009-0001-3243-0705
In this article the problematic issues of the use of sponsorship rights in sport were considered. The main problems that were highlighted as a result of the research were the problems with the definition of rights holders in sports, the issues of interaction between rights purchasers and rights holders, and options for the effective realisation of acquired rights. Based on the results of the analysis, the problems of the Russian market of sponsorship rights were considered and proposals for their implementation were formed. These proposals will help to solve the identified problems of sports rights holders in the domestic sponsorship market, allow to fully disclose the potential and opportunities of sports sponsorship for brands, provide an opportunity to increase revenues from their sponsorship products to sports organisations. Acquirers of rights will be able to build their long-term strategies of promotion through Russian sports due to correctly chosen objects of sponsorship and effective realisation of the acquired rights.
Keywords: sport; sports marketing; rights holders; sponsorship; competitions; football; hockey.
Рр. 16 – 21
UDC 339.138; 330.47; 519.246.8
DOI: 10.24412/2071-3762-2025-2332-16-21
Improving the Export Marketing Management System at the Meso-economic Level: a Practical Marketing Solution for Promoting Exported Russian Passenger Cars on the International Market
Veretekhina Svetlana Valerievna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Business Informatics, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-3014-5027
The article describes the improvement of the marketing management system. The function of forecasting the dynamics of changes in the average price of goods for future periods is added to the main functions of export marketing. The function of ‘modelling and forecasting’ is added to the job description of the head of the marketing management department. The meso-economic systems in the study are a branch enterprise and an international export market. The hypothesis is that if the identified trend in the short term indicates an increase in the average price of goods, then the industry manufacturer has the right to think about increasing production capacity in order to switch to the production of new cars by a certain period of time. As a result of time series statistical data processing, the dynamics of change in the average price of exported cars in the short term is determined. Prescriptive business analysis reveals the conformity of the dynamics of changes in the industry to the plans of state development. The advantage of the study is the development of conceptual provisions of export marketing management, as well as practical marketing solutions of forecasting the average price of products in the international export market, which is relevant for the formation of industry intra-corporate financial policy.
Keywords: marketing management; mesoeconomics; forecasting; financial policy; sales and promotion of goods, export; trendwatching; industry producer.
Рр. 22 – 28
UDC 336.12
DOI: 10.24412/2071-3762-2025-2332-22-28
Study of the Peculiarities of the Formation of Usability of the Site of Joint Purchases in the Framework of the Development of Social Commerce
Vinichuk Oksana,
PhD in Economics, Associate Professor of the Department of Marketing and Market Development, School of Economics and Management, Far Eastern Federal University; 10, Ajax Bay, Russky Island, Vladivostok, Russia
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http://orcid.org/0000-0003-3044-3446
Shlygina Anastasia Sergeevna,
Master’s student of the 1st year of ‘Management - Business Management’ training direction,, Far Eastern Federal University; 10, Ajax Bay, Russky Island, Vladivostok, Russia
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https://orcid.org/0009-0004-3434-1089
Vinichuk Nikita Sergeevich,
4th year Bachelor of Economics, HSE, Far Eastern Federal University; 10, Ajax Bay, Russky Island, Vladivostok, Russia
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http://orcid.org/0009-0008-7363-9637
The article is devoted to the study of the peculiarities of the formation of usability of a joint shopping site within the framework of social commerce development. It uses research tools based on a survey of users of a well-known regional site of joint purchases, which allowed to identify key features in the usability of these platforms and to develop recommendations for its improvement in order to raise interest in the site and increase the company’s profits. The relevance of the study lies in the systematic approach to the study of usability of the site of joint purchases and the assessment of the economic effect of the proposed recommendations on the example of a company that has a site of joint purchases. The results of this study have an economic justification and a programme for implementing the recommendations on the site, so they can be used in practice by electronic trading platforms to improve competitiveness.
Keywords: usability; joint shopping site; social commerce; e-commerce; user behaviour model.
Рр. 29 – 34
UDC 338.2
DOI: 10.24412/2071-3762-2025-2332-29-34
Methodology for Analysing the Purchasing Behaviour of Mineral and Drinking Water Consumers
Kmet Elena Borisovna,
PhD in Economics, Associate Professor of Marketing and marketing and Logistics Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
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httрs://orсid.org/0000-0001-9014-8153
Anenkov Vitaly Olegovich,
bachelor, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
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httрs://orсid.org/-0000-3624-0880
Bushkov Alexander Valerievich,
Bachelor, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
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httрs://orсid.org/0009-0001-6122-8039
The need for mineral and drinking water producers to analyse the behaviour of consumers of their products is due to the possibility of developing a set of measures to influence consumer behaviour in order to increase company revenues. The withdrawal of foreign brands from the Russian market has provided numerous opportunities for further development of domestic producers. The article proposes a methodology for analysing the purchasing behaviour of mineral and drinking water consumers, the implementation of which allows the development of a set of proposals to influence consumer behaviour at each stage of the purchasing decision. Verification of the methodology on the example of a survey of residents of Primorsky Krai also made it possible to identify four types of purchasing behaviour. The results of the study are of undoubted practical interest for all domestic producers of mineral and drinking water.
Keywords: purchasing behaviour; mineral and drinking water market; mineral and drinking water consumers; purchasing decision process; types of purchasing behaviour; influencing factors.
Рр. 35 – 39
UDC 339.138(075.8)
DOI: 10.24412/2071-3762-2025-2332-35-39
Modeling of the System of Indicators of Consumer Trust and Behavior in Economic Conjunctural Marketing-management Research
Lyubimenko Anna Igorevna,
PhD in Economics, Associate Professor, Associate Professor, Management Department, St. Petersburg State University of Industrial Technologies and Design; 18 Bolshaya Morskaya St., St. Petersburg, Russia
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https://orcid.org/0000-0002-5537-6334
Fursova Elena Alekseevna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Political-Military Work, S.M. Kirov Military Medical Academy; 6 Akademika Lebedeva str, St. Petersburg, Russia
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https://orcid.org/0000-0002-0373-2712
Osadchaya Svetlana Mikhaylovna,
PhD in Economics, Associate Professor, Management and Markting Department, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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http://orcid.org/0000-0001-8505-7345
The problem of measuring consumer sentiment and preferences does not lose its significance in the economy of the new formation – the knowledge economy. The value of information about consumers, which acquires the status of a highly liquid commodity, is increasing. The need of economic entities at all levels (micro, macro and industry) to collect, process, analyze and transform data on consumer actions in traditional and online environments is increasing, which confirms the role (power) of consumers as a market force in Porter’s competition model. The lack of a unified approach to measuring behavioral characteristics determines the relevance of developing a system of consumer behavior indicators that meets the criteria of comparability, scientificity, objectivity, measurability and universality. The article contains the results of the analysis of market research in marketing management, taking into account various methodological approaches and views, as well as the legislatively established requirements of GOST. The authors of the article propose a model that includes matrices that take into account the diversity of the system of indicators and methods for studying consumer trust and behavior.
Keywords: consumer behavior; conjuncture research; macroeconomic; microeconomic; industry analysis; marketing-management.
Рр. 40 – 44
UDC 332.14
DOI: 10.24412/2071-3762-2025-2332-40-44
Development of Methodological and Practical Approaches to the Formation of a Favourable Image of the Territory
Ksenofontova Tatiana Yurievna,
Doctor of Economics, Professor, Professor of the Department of State and Municipal Management, A.S. Pushkin Leningrad State University; 10 Peterburgskoye Shosse, Pushkin, St. Petersburg, Russia
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https://orcid.org/0000-0002-3189-9990
Cao Huakun,
аpplicant at the Department of Management and Innovation, St. Petersburg State University of Economics; 30-32 Griboedov Canal Embankment, St. Petersburg, Russia
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The article reveals a number of key aspects that are structural components of the concepts of territorial marketing and territorial image. The article considers the close formulations of ‘territorial marketing’, ‘regional marketing’ and ‘marketing of territories’; it shows the differences and coincidences in the interpretation of these definitions. The authors note that in the framework of territorial marketing the concept of ‘image of the territory’ is assigned the role of one of the main factors in shaping the level of competitiveness and efficiency of the regional economy. Such a concept as image marketing is also formulated in the management theory. The term means a complex of emotions and perceptions that are formed among stakeholders when comparing the positive and negative features of the object by sectors of science, culture, economy and others. Territory image marketing serves to form an attractive image of the territory. In addition, the research has a practice-oriented character, as, firstly, the paper presents the results of the analysis of the current state of the competitive market of corporations - sellers of spare parts in the Far Eastern Federal District, which allowed to identify its main characteristics and dynamics of changes. Secondly, the factors influencing the growth of the territory’s image, including economic, social and technological aspects, were considered.
This will help to understand what conditions contribute to the formation of an attractive image of the territory, and what obstacles may arise on this path. Thus, the study is aimed at developing the methodological basis for the formation of a positive image of territories as a result of marketing research and interpretation of the obtained results about the current state and trends of territorial marketing, which will help to determine the promising vectors of the territory’s (region’s) development in the future.
Keywords: territorial image; brand management; territorial marketing; development scenario; marketing tools; SWOT – analysis.
Рр. 45 – 47
UDC 339.138
DOI: 10.24412/2071-3762-2025-2332-45-47
Features of Brand Promotion in the High-tech Industrial Market
Rozhkov Ilya Vyacheslavovich,
PhD in Economics, Associate Professor, Deputy Head of the Department of Marketing for Scientific Work, Faculty “Higher School of Management”, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Ave., Moscow, Russia
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https://orcid.org/000000021455347X
The purpose of the research is to identify the peculiarities of brand promotion in the high-tech market. The article defines the role of brand in promoting the company in the market. The article reveals the peculiarities of application of branding tools by industrial companies. The scientific novelty of the research lies in the identification of brand promotion tools that can find application in the high-tech market. As a result, possible tools for the implementation of branding in the high-tech industrial market are proposed.
Keywords: industrial market; high-tech companies; brand; advertising; PR; tool; promotion; product; consumer.
Рр. 48 – 51
UDC 339.138
DOI: 10.24412/2071-3762-2025-2332-48-51
Digital Storytelling in Advertising and PR: Algorithms of Creation and Efficiency of Application
Rozdolskaya Irina Vladimirovna,
Doctor of Economics, Professor of Marketing and Management Department, Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
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https://orcid.org/0000-0003-4529-9299
Makrinova Elena Igorevna,
Doctor of Economics, Professor of the Department of Hotel and Tourism Service, Commerce and Advertising Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
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https://orcid.org/0000-0002-7883-6540
Matusenko Elena Viktorovna,
Doctor of Economics, Professor of the Department of Hotel and Tourism Service, Commerce and Advertising Belgorod University of Cooperation, Economics and Law; 116a Sadovaya St., Belgorod, Russia
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https://orcid.org/0000-0001-6221-2525
The article describes methodological approaches and practical experience of applying storytelling in advertising and public relations. The authors have developed an algorithm of storytelling strategy, including goals, objectives, constituent elements, placement channels and stages of digital storytelling. Particular attention is paid to various techniques of digital storytelling application in advertising and PR-activities, as well as ways to assess its effectiveness based on the proposed indicators. The implementation of the integrated approach to digital advertising storytelling described in the article is aimed at increasing brand value and strengthening communication between the company and consumers, increasing company sales and the number of loyal customers.
Keywords: advertising; public relations; digital storytelling; storytelling techniques; stages of storytelling creation; efficiency of storytelling.
Рр. 52 – 58
UDC 339.138
DOI: 10.24412/2071-3762-2025-2332-52-58
Marketing Communications Based on Archetypes: a Case Study
Kalimullina Olga Valeryevna,
PhD in Economics, Associate Professor of the Department of Data Economics, The Bonch-Bruevich Saint-Petersburg State University of Telecommunications; 22 Bolshevikov ave., St. Petersburg, Russia
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https://orcid.org/0000-0002-7782-6148
Kadatskaya Taisiya Denisovna,
Bachelor of Advertising and Public Relations, The Bonch-Bruevich Saint-Petersburg State University of Telecommunications; 22 Bolshevikov ave., St. Petersburg, Russia
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https://orcid.org/0009-0004-8481-5377
Ключевые слова: архетипы; маркетинговые коммуникации; архетипические образы; информационное общество; бренд; продвижение.
The information age challenges businesses to search for universals, ‘keys’ to understanding consumers and their true needs. Marketing specialists, integrating not only the experience of their predecessors, but also knowledge from other fields (psychology, philosophy, cultural studies, etc.), make attempts to identify such principles. The consumer wants to communicate with a brand familiar to him, trusts it. In this regard, the construction of brand image and design of marketing communications taking into account psychological, cultural and philosophical aspects takes special importance. The article considers the application of the theory of archetypes in marketing on the example of twelve domestic companies and provides justification for the effectiveness of the use of archetypal content in marketing communications.
Keywords: archetypes; marketing communications; archetypal images; information society; brand; promotion.
Рр. 59 – 64
UDC 339.138
DOI: 10.24412/2071-3762-2025-2332-59-64
The Role of Packaging in the Marketing Activities of a Confectionery Company
Kobzeva Anna Georgievna,
PhD in Economics, Associate Professor, Stary Oskol Technological Institute named after A.A. Ugarov (branch) of the «National Research Technological University «MISIS»; 42 Makarenko st., Stary Oskol, Russia
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https://orcid.org/0009-0004-8397-5483
Samarina Vera Petrovna,
Doctor of Economics, Professor, Leading Researcher, Luzin Institute for Economic Studies – Subdivision of the Federal Research Centre «Kola Science Centre of the Russian Academy of Sciences»; 14 Fersman st., Apatity, Russia
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https://orcid.org/0000-0002-8901-5844
The article is devoted to the study of the role of packaging in the marketing activities of confectionery enterprises, which is intensifying in the conditions of high competition. The article analyses the functions of packaging, its types and influence on sales, considers the key stages of packaging development, marketing strategies in its design. The domestic and foreign market of packaging means is studied, including the peculiarities of confectionery packaging. On the example of LLC ‘KO “Slavyanka” the research of the current packaging of bar chocolate was carried out, for which the method of pairwise comparisons was used, the opinion of the target audience was studied with the help of questionnaires. The study shows that the packaging should be bright, convenient and informative. On the basis of the conducted research recommendations to the factory were formulated, a new variant of bar chocolate and its packaging were proposed, indicators of economic feasibility of this project were calculated.
Keywords: marketing; packaging; packaging functions; marketing strategy; method of pairwise comparison; questionnaire survey; confectionery market; indicators of economic efficiency
Рр. 65 – 69
UDC 339.138
DOI: 10.24412/2071-3762-2025-2332-65-69
Principles of Creating Personalized Marketing Campaigns in the Digital Age
Beliaeva Liliia Alexandrovna,
Product Marketing Manager, Mira; San Francisco, USA
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https://orcid.org/0009-0006-5140-8024
The article deals with the issues related to the development and implementation of campaigns within the framework of personalised marketing, taking into account the key trends of digitalisation (through the prism of conceptual framework analysis, statistical summaries, systematisation of relevant principles). In the era of digital transformation, the characterised direction becomes an integral part of strategic planning, providing business entities with the ability to successfully and quickly adapt to the expectations of consumers. The relevance of the topic is due to the business need to create a unique customer experience, which requires the integration of advanced technologies (artificial intelligence, neural networks, predictive analytics, etc.). The aim of the study is to reveal the promising vectors of marketing personalisation with the support of the systematisation of its principles associated with digitalisation. It is noted that there are contradictions in this area: on the one hand, personalisation enhances audience loyalty and increases conversions, on the other hand, it raises issues related to data privacy and ethical aspects of its use. The article describes these challenges and summarises that striking a balance between technological innovation and customer interests is a determining factor for success. Conclusions about the prospects of hyper-personalisation, meta-universes, analysis of neurophysiological data and other advanced technologies are formulated. The material will be useful for marketers, company managers, researchers engaged in the study of digital transformation, its impact on consumer behaviour.
Keywords: hyper-personalisation; artificial intelligence; privacy; marketing; meta-universes; personalised marketing campaign; consumer; technology; digital transformation.
Рр. 70 – 73
UDC 339.138
DOI: 10.24412/2071-3762-2025-2332-70-73
Features of a Marketing Strategy Based on a Personal Brand
Schmidt Maria Sergeevna,
Lecturer, Department of Advertising and Public Relations, St. Petersburg Humanitarian University of Trade Unions; 15 Fuchika Street, St. Petersburg, Russia
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https://orcid.org/0009-0006-2912-2361
In recent years, there has been a growing interest in the use of personal brand in marketing. This phenomenon has become especially noticeable due to the development of social networks and digital platforms, where entrepreneurs and opinion leaders are actively creating and promoting their personal brands. However, the question arises: is this approach a new trend or are we witnessing a return to traditional sales methods based on trust and reputation of the seller? This article analyses the features of marketing strategies based on personal brand, examines their advantages and disadvantages, and compares them with traditional marketing methods. Based on the analysis, it is concluded that the use of personal brand is a combination of modern technologies and time-tested principles, which makes it an effective tool for achieving success in business.
Keywords: personal brand; marketing; branding; personalisation; brand image; marketing strategy; opinion leaders.
Рр. 74 – 79
UDC 338.984
DOI: 10.24412/2071-3762-2025-2332-74-79
Analysing Seasonality in the Printing Industry: Challenges and Opportunities
Grekov Gleb Igorevich,
Postgraduate student of the Department of Marketing, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
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https://orcid.org/0009-0001-4610-5479
The analysis of seasonality in the printing industry is important for assessing changes in supply and demand that affect the functioning of enterprises. The research aims to identify the challenges and opportunities of seasonal fluctuations and their impact on the production processes and management strategies of printing companies. The hypothesis is that an adequate analysis of seasonality contributes to effective management by minimizing negative impacts and exploiting growth opportunities. The work includes an analysis of the theoretical foundations of seasonality, the opinions of a number of authors, and little-studied aspects such as the impact of macroeconomic factors, technology, and legislation on the industry. Statistical analysis of Rosstat data shows seasonal fluctuations in production, prices, and orders for printing products from 2019 to 2024. The results confirm the hypothesis that understanding seasonal trends and actively managing them enhance competitiveness. The work substantiates the need to study seasonality in the printing industry and offers recommendations for optimizing business processes and marketing strategies. The results will be useful for representatives of the industry and the scientific community.
Keywords: seasonality; printing industry; challenges; opportunities; production process management; statistical analysis; competitiveness.
Рр. 80 – 84
UDC 658.8; 338.486.2
DOI: 10.24412/2071-3762-2025-2332-80-84
Study of the Target Audience of Sanatorium and Resort Institutions and Their Needs
Akimov Dmitry Valeryevich,
Master’s student, Petrozavodsk State University; 33 Lenina Ave., Petrozavodsk, Russia
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https://orcid.org/0009-0007-5291-8082
Kolesnikova Natalia Vladimirovna,
PhD in Economics, Associate Professor, Head of the Department of Tourism Petrozavodsk State University; 33 Lenina Ave., Petrozavodsk, Russia
https://orcid.org/0000-0002-2211-4290
This email address is being protected from spambots. You need JavaScript enabled to view it.
The article considers the features and needs of the target audience of health resort institutions. The factors influencing consumer behaviour and preferences are studied, among which are: age and geographical characteristics, motivation to visit, the influence of recommendations and digital communication channels and some others. Using the example of JSC ‘Kivach Clinic’, the key audience segments, their needs and interests are characterised, and subsequently an average consumer portrait is compiled. Recommendations are offered to improve the effectiveness of marketing strategies of health resort institutions based on stimulating the key needs of customers - pushing for spontaneous decisions to visit, personalisation of offers, development of digital tools and attracting the youth segment. The study concludes that marketing strategies need to be adapted to the dynamics of the needs of the target audience, modern trends in digital communication and the importance of word of mouth to attract and subsequently increase customer loyalty.
Keywords: target audience; health resorts; marketing research; consumer preferences; digital communication channels; personalisation; website.
Рр. 85 – 88
UDC 338.46
DOI: 10.24412/2071-3762-2025-2332-85-88
Specifics and Problems of Marketing of Russian Non-profit Organizations in the Social Sphere
Magomedov Magomedgabib Hasankhanovich,
Doctor of Sociology, Professor of the Department of Management and Business Technology, Vice-Rector for Social Affairs, Don State Technical University; 1, Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0000-0002-9046-1120
Magomedov Ramazan Magomedgabibovich,
Lecturer at the Department of Management and Business Technology, Vice-Rector for Social Affairs, Don State Technical University; 1, Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0009-0001-3017-3127
The article considers the topical issues of marketing for non-profit organizations of the social sphere in Russia. It analyses the conditions and trends of development of the socially oriented non-profit sector in Russia, identifies the main difficulties and obstacles it faces. It is determined that with the weak dynamics of development indicators of the sector of socially oriented non-profit organizations, the main problem for them remains the search for resources, in particular, the attraction of funding sources, employees and volunteers. The problems of marketing of non-profit organizations are determined by the specifics of working with the target audience, the complexity of determining and communicating the value of services to society, organizations, employees and volunteers, the lack of commercial benefit, which complicates the formulation of performance indicators, competition of socially oriented organizations in the non-profit and commercial sectors. The study of mechanisms of formation and assignment of value by non-profit organizations has been identified as a promising direction for improving the marketing of non-profit organizations.
Keywords: non-profit organizations; socio-ethical marketing; social values; management.