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Рр. 4 – 8
UDC 339.13
DOI: 10.24412/2071-3762-2025-6336-4-8
Market Research of Complex Solutions for Insurance of Medical Industry Enterprises
Zuenkova Yulia Alexandrovna,
PhD in medical, DBA, Associate Professor of Marketing Department, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Prospekt., Moscow, Russia
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https://orcid.org/0000-0002-3660-0476
Zaytceva Viktoria Andreevna,
student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0009-1543-8375
Sagaeva Surjana Beslanovna,
student, Financial University under the Government of the Russian Federation; 49/2, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/009-005-7378-0647
The article is devoted to the study of the insurance market for medical industry enterprises. The relevance of the research is determined by the need to develop a systematic approach in support of the state initiative to achieve technological sovereignty. The high risks of the medical industry require the adaptation of B2B insurance offerings in order to ensure the safety of industry investments. The key problems of the innovative medical devices market development from the perspective of investment risks have been identified. The main directions of insurance in the field of industry are analyzed and their assessment is carried out from the standpoint of the needs of the industry. The following areas of industrial insurance have been identified that are not represented on the market, but are relevant to the medical industry: product recall insurance, clinical trial insurance, intellectual property insurance, medical cyber insurance. Further research is needed on the prospects for developing adapted insurance solutions for the industry.
Keywords: medical services market; medical industry; medical products; insurance; insurance services; B2B insurance.
Рр. 9 – 14
UDC 339.138
DOI: 10.24412/2071-3762-2025-6336-9-14
Features of Brand Formation in Modern Farming
Karpova Svetlana Vasilyevna,
Doctor of Economics, Professor, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-4488-8131
Zubeeva Elena Valerievna,
PhD in Economics, Associate Professor, Moscow City University; Financial University under the Government of the Russian Federation; 49/2 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-5426-295X
The article is devoted to the study of branding in modern farming. The role of brand development in shaping the competitive position of a farming enterprise is noted. The object of the study is Gorodetsky cheese factory «Kurtsevo». The article has been prepared based on open sources only. The characteristics of customer orientation, brand loyalty, and competitive position found in the course of a qualitative search study formed the basis for the conclusion about the current state of the Kurtsevo farm brand. Proposals have also been developed regarding the inclusion of Gorodetsky Kurtsevo cheese factory in the tourist routes of the Nizhny Novgorod region in order to further strengthen and develop the brand.
Keywords: brand; brand strength; logo; customer orientation; competitiveness; integrated assessment; social networks.
Рр. 15 – 18
UDC 338.012
DOI: 10.24412/2071-3762-2025-6336-15-18
ESG Marketing in the Development of Adaptive Competencies of Corporate Structures
Mkhitaryan Sergey Vladimirovich,
Doctor of Economics, Professor, Professor of the Department of Marketing, Russian University of Economics named after G. V. Plekhanov; 36 Stremyanny lane, Moscow, Russia
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https://orcid.org/0000-0001-8471-2395
Obotnina Anna Alexandrovna,
Applicant at Marketing Department, Russian University of Economics named after G. V. Plekhanov; 36 Stremyanny lane, Moscow, Russia
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https://orcid.org/0000-0003-1901-8879
The article outlines the main provisions of the ESG marketing concept, which the authors consider as an integrated set of environmental marketing (E), socially responsible marketing (S), corporate governance marketing, technology and innovation (G). According to the results of the study, ESG marketing is defined as a strategic area of marketing for corporate structures that develops environmental, social and corporate responsibility parameters in goods, services and a management system that are promoted using responsible marketing communications. The proposed approach will allow corporate structures to increase the company’s long-term economic value and adaptively balance commercial, social and environmental business interests, while expanding the competitive advantages of domestic products and strengthening the corporate brand’s image of high responsibility, which will always be a winning marketing strategy in the long-term market.
Keywords: ESG marketing; sustainable marketing; environmental marketing; social marketing; strategic marketing; marketing management; adaptive marketing; sustainable development; ESG strategy; corporate structures.
Рр. 19 – 24
UDC 339.13
DOI: 10.24412/2071-3762-2025-6336-19-24
Conceptual Models of National Branding: Modern Interpretation in New Realities
Bondarenko Viktoriya Andreevna,
Doctor of Economics, Professor, Professor of the Department of Marketing, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya str., Moscow, Russia; Professor of the Department of Marketing of Services and Brand Management, State University of Management; 99 Ryazansky Ave., Moscow, Russia
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https://orcid.org/0000-0003-2921-7548
Nogha Vladislava Igorevna,
Assistant Professor at the Department of Marketing, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya str., Moscow, Russia
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https://orcid.org/0000-0002-7156-5493
The article examines the main conceptual models used in building a competitive national brand of states, taking into account the focus on various areas, and also shows the main differences in approaches to defining a national brand: as part of territorial branding, as an element of «soft power», as a factor of economic competitiveness. It is concluded that the optimal approach in the current situation is an approach to the development and development of a national brand within the framework of territory marketing, taking into account marketing tools and techniques (aimed at external and internal audiences), along with public diplomacy, including the factor of «soft power» and work in an external circuit with the priority of following national interests in the current and a prolonged perspective.
Keywords: national brand; national branding; models; national identity; state; interests.
Рр. 25 – 29
UDC 330.342
DOI: 10.24412/2071-3762-2025-6336-25-29
Smart Cities as a Tool to Reduce Regional Disparities: Marketing and Economic Aspects
Gavrilina Oksana Viktorovna,
PhD in Economics, Associate Professor, Department of Economics and Public Administration, Ulyanovsk Branch of the Russian Academy of National Economy and Public Administration under the President of the Russian Federation; 140 Radishcheva st., Ulyanovsk, Russia
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https://orcid.org/0009-0008-0100-1968
Semushkina Minel Alayiddinovna,
Master’s student, Faculty of Technological Management and Innovation, National Research University ITMO; 49 Kronverksky Prospekt, St. Petersburg, Russia
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https://orcid.org/0009-0004-6762-3218
Semushkin Nikita Sergeevich,
Master’s student, Faculty of Technological Management and Innovation, National Research University ITMO; 49 Kronverksky Prospekt, St. Petersburg, Russia
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https://orcid.org/0009-0007-3924-2989
The research is aimed at studying regional systems in relation to the economy of innovation in the context of building smart cities and, in general, AI transformation of all spheres of activity. The article presents the results of a statistical analysis of the indices of the development of innovation activity in the regions of Russia, as well as the level of readiness of priority areas for the introduction of artificial intelligence. As part of the work, the issue of the lack of a system for the transfer of innovations and ecosystems in the regions was also raised, successful cases of the introduction of smart city technologies, including global practices, were considered. The emphasis was placed on one of the problems – the lack of communication between the residents of the region and the state, which is associated with an insufficiently clearly structured marketing communication policy in the field of AI transformation.
Keywords: artificial intelligence; smart cities; innovations; communications marketing; regional systems; territorial marketing.
Рр. 30 – 34
UDC 339.138:796/799
DOI: 10.24412/2071-3762-2025-6336-30-34
Marketing Research of Consumer Behavior During the EXPO at Cyclical Sports Competitions
Myakishev Denis Vitalievich,
Postgraduate student of the Faculty of Sports, Moscow Financial and Industrial University «Synergy»; 9/14 Meshchanskaya str., Moscow, Russia
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https://orcid.org/009-0002-8767-7163
The purpose of the research conducted in the article is to analyze consumer behavior during the EXPO at cyclical sports competitions, including the willingness of visitors to make a decision to purchase goods of an unknown brand. Using the structured survey method, the behavior of EXPO visitors was assessed. Since the key task of marketing is to increase sales, the EXPO was considered as a powerful marketing tool. The analysis of customer behavior was carried out in the following sequence: the study of information sources and the identification of factors that influence the buyer when making a purchase decision; the product selection process itself; post-purchase behavior.
Keywords: EXPO; cyclical sports; marketing research; unknown brand; consumer behavior.
Рр. 35 – 38
UDC 69.002
DOI: 10.24412/2071-3762-2025-6336-35-38
Popularizing the application of additive technologies in the Russian construction industry
Ulyanov Ivan Sergeyevich,
student, Financial University under the Government of the Russian Federation; Moscow, Russia, 49/2 Leningradsky Prospekt
The article is devoted to the identification of effective tools for popularizing 3D-printing construction technologies in the regional markets of the Russian Federation. Based on the analysis of scientific literature and industry statistics, the authors conclude that there is no comprehensive approach to promoting additive construction, taking into account the specifics of communication channels and the level of digital maturity of the regions. The relevance of the research is related to the growing popularity of additive technologies and the prospects for their advancement in the field of construction. Previously, in-depth interviews were conducted with the owners of manufacturing companies specializing in the production of construction 3D printers, as well as with the heads of construction companies. The article presents options for offline and online channels for promoting additive technologies, as well as recommendations for integrating marketing strategies in this area. The article has practical significance for marketers of construction companies and authorities developing programs for the technological development of regions.
Keywords: 3D construction printing; additive technologies; regional market; digital communication channels; popularization of innovations; offline promotion; audience engagement.
Рр. 39 – 43
UDC 658.84
DOI: 10.24412/2071-3762-2025-6336-39-43
The Specifics of Using Marketing Tools in the Russian Industrial Sector: Experience and Current Trends
Orlov Ivan Andreyevich,
student, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Prospekt, Moscow, Russia
The article discusses the specifics of the use of modern marketing tools in the industrial sector of Russia. The relevance of the topic is due to increased competition in the domestic market of the country after the departure of foreign companies, increased demand for domestic products and the expansion of the field of application of digital technologies. The scientific novelty of the work consists in generalizing the experience of Russian industrial enterprises in the use of marketing and identifying current trends. The analysis of scientific publications and industry reports was carried out; the research methods were content analysis and case study. The article has practical significance for the formation of a marketing strategy and assessment of market changes by industrial companies.
Keywords: industrial marketing; import substitution; digital marketing tools; content marketing.
Рр. 44 – 52
UDC 339.138
DOI: 10.24412/2071-3762-2025-6336-44-52
Social Media Marketing as a Tool for Spiritual, Moral and Patriotic Education of Young People
Dzhendubaeva Samira Azamatovna,
PhD in Jurisprudence, Senior Lecturer at the Department of Marketing, Junior Researcher at the Institute of Management Research and Consulting, Faculty of Higher School of Management, Financial University under the Government of the Russian Federation; 49/2 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-4671-7480
The article explores the potential of SMM in the spiritual, moral and patriotic education of young people in the digital age. The author analyzes the challenges of the crisis of traditional educational institutions and the need to adapt strategies to the digital space, where social networks play a key role. The following problems are highlighted: formalism, insufficient adaptation of content, weak interactivity and lack of a systematic approach to evaluating effectiveness. Based on the analysis, the principles of effective use of SMM are proposed: authenticity, audience-centricity, dialogic and systematic. Practical recommendations are given on SMM integration, content creation, staff development, and impact assessment. Successful cases such as the «Immortal Regiment Online» and the «Movement of the First» DDM, as well as the problems of their implementation, are mentioned. The study shows that with a competent approach, SMM can become a powerful tool for shaping the value orientations of young people, combining emotionality with depth of content. The work will be useful for specialists in the fields of marketing, pedagogy, youth policy and digital communications.
Keywords: social media marketing; digital marketing; social networks; youth; spiritual and moral education; patriotic education; information space.