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Рр. 4 – 8
UDC 338.124
DOI: 10.24412/2071-3762-2025-9339-4-8
Personalized Marketing Opportunities in Education
Pavlenko Svetlana Petrovna,
PhD in Economics, Associate Professor, Associate Professor at Department of Economics and Management in Construction, Emperor Alexander I St. Petersburg State Transport University; 9 Moskovsky Av., St. Petersburg, Russia
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https://orcid.org/0000-0002-8613-4362
Nikitina Natalia Vladislavovna,
Student of the Department of Economics and Management in Construction, Emperor Alexander I St. Petersburg State Transport University; 9 Moskovsky Av., St. Petersburg, Russia
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https://orcid.org/0009-0006-5576-5301
Budaev Konstantin Romanovich,
Student of the Department of Economics and Management in Construction, Emperor Alexander I St. Petersburg State Transport University; 9 Moskovsky Av., St. Petersburg, Russia
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https://orcid.org/0009-0003-5027-4632
Rusakova Evgenia Vitalievna
Student of the Department of Economics and Management in Construction, Emperor Alexander I St. Petersburg State Transport University; 9 Moskovsky Av., St. Petersburg, Russia
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https://orcid.org/0009-0000-9979-424X
The evolution of marketing as a field of human activity reflects the stages from product orientation and consumer desires to the introduction of an immersive interaction experience combining online and offline contact formats with potential customers. The digitalization of the economy and the active introduction of artificial intelligence capabilities require changing business models, personalizing interaction and working with a large amount of data. Generation Z and Alpha, which are replacing representatives of X and Y, are strikingly different from their predecessors. This fact requires the study of personal information about future applicants and students in order to manage their attention in a digital environment. The article reflects the results of a marketing study of the main characteristics of first-year students of individual faculties of the Federal State Budgetary Educational Institution of Higher Education, and reveals correlations between them. The results of the study can be used to form a marketing strategy to attract potential applicants to the university.
Keywords: personalized marketing; target audience; segmentation, digital environment; immersive interaction; applicant’s path; personal characteristics; marketing in education.
UDC 339.138
DOI: 10.24412/2071-3762-2025-9339-9-13
Developing Eurasian Marketing and Branding: The Russian Brands Experience
Antoshechkin Daniil Sergeevich,
Postgraduate Student, St. Petersburg State University of Economics, 30-32 Griboyedov Canal Embankment, St. Petersburg, Russia
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https://orcid.org/0009-0006-6597-4932
The purpose of the study is to identify the prerequisites and essential characteristics of the emerging concept of Eurasian marketing and branding as a response to geo–economic shifts (the departure of Western brands, sanctions). The article examines the transformation of the competitive environment and marketing strategies of Russian fashion brands in the domestic market (2021-2024), the potential and risks of expansion into foreign markets, and adaptation practices. The scientific novelty lies in the systematic conceptualization of Eurasian marketing and branding as an approach synthesizing Western (brand, digital) and Eastern (locality, community) elements. The following characteristics are established: cultural synthesis, adaptive flexibility, digital integration, focus on community and experience. Strategies have been formulated on an empirical basis to fill the scientific gap in this field. As a result, it was determined that Russian brands have strengthened their positions and demonstrate the formation of a Eurasian approach.
Keywords: Eurasian marketing; Eurasian branding; Russian brands; marketing strategies; international expansion; Porter’s 5 forces model; international marketing; adaptation of marketing strategies; cultural codes.
Рр. 14 – 19
UDC 339.138
DOI: 10.24412/2071-3762-2025-9339-14-19
The Use of Artificial Intelligence in Improving the Effectiveness of Advertising Communications in the Russian Market
Izgarsheva Diana,
Student, Higher School of Creative Industries, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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https://orcid.org/0009-0001-9848-989X
Koshel Vladimir Andreevich,
PhD of philosophy, Associate Professor, Associate Professor at the Department of Advertising, Public Relations and Design, Higher School of Creative Industries, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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https://orcid.org/0000-0003-3980-6856
The authors explore key areas of artificial intelligence (AI) implementation in marketing communications, including automation of content production, personalization of interaction with the audience, and improving the operational effectiveness of advertising campaigns. The purpose of the study is to develop recommendations on optimizing the use of AI in marketing communications based on the stated research. The authors identified research methods that include logical and statistical analysis, as well as a generalization of practices for implementing intelligent systems in the activities of leading domestic and international companies. The results show that over 90% of Russian advertising agencies actively use AI to create content, accurately target and automate operational processes, which significantly increases the speed and relevance of interaction with consumers. During the discussion, the main problem areas were identified: the need to verify the generated materials, threats to the confidentiality of personal data, as well as insufficient training of specialists. Practical recommendations are formulated, including the creation of adaptive chatbots («AI character») and the introduction of dashboards to monitor the effectiveness of communications. In conclusion, the main directions of using intelligent technologies in the development of the advertising industry are formulated, provided that technological, regulatory and personnel issues are comprehensively addressed.
Keywords: advertising communications; artificial intelligence; neurotechnology; dashboards; A/V testing; AI character program; marketing communications.
Рр. 20 – 30
UDC 339.138
DOI: 10.24412/2071-3762-2025-9339-20-30
An Integrated Approach to Describing the Psychographic Characteristics of the Target Group
Zakuskin Sergey Viktorovich,
PhD in Technical Sciences, Deputy General Director, Compass Research Agency LLC; 60 Oktyabrskaya St., Moscow, Russia
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One of the most important sections of the description of the target group in marketing research is the creation of a psychographic profile of its representatives. Based on it, it is possible to design effective ways to reach the target audience, allowing them to convey the necessary information in the form in which it will be best received. The article considers an integrated approach to the study of the psychographic sphere, which shows the main factors determining the behavior of representatives of the target group, and outlines the areas of psychographic characteristics peculiar to segments of the target group. The analysis can be carried out both based on the internal structure of psychographic information and in relation to customer behavior (for example, to the amount of sales revenue). This allows you to develop advertising campaigns and individual promotions taking into account the psychographic characteristics of each segment, which significantly increases their effectiveness.
Keywords: characteristics of the target group; psychographic qualities; segment of the target group; customer activity; attractiveness of segments; positioning effectiveness; image-forming factors.
Рр. 31 – 40
UDC 658
DOI: 10.24412/2071-3762-2025-9339-31-40
Identification of Necessary Changes in the Magnit Marketing Communications Package to Strengthen the Retailer’s Market Position
Vinokurov Alexander Yurievich,
Master’s student of the Department of Marketing, Peoples Friendship University of Russia; 6, Miklukho-Maklaya st., Moscow, Russia
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https://orcid.org/0000-0001-6672-0746
Mitrakhovich Natalia Alexandrovna,
Bachelor of Higher School of Management, Saint Petersburg State University; 7/9, Universitetskaya nab., Saint Petersburg, Russia
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https://orcid.org/0009-0007-2993-2847
Minaev Pavel Andreevich,
Master’s student of the Department of Applied Economics, Peoples Friendship University of Russia; 6, Miklukho-Maklaya st., Moscow, Russia
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https://orcid.org/0009-0008-1311-2980
The retail market in Russia is a field of constant competition, where the struggle for leadership between Magnit and X5 Retail Group continues year after year. In this article, we analyze Magnit’s marketing strategy in detail, analyze the company’s strengths and weaknesses, compare them with competitors, and identify key areas for growth. The main focus is on digital channels, a loyalty program, working with bloggers and the introduction of AI technologies. The study shows that in order to win the race, Magnit must reallocate the marketing budget, actively develop the digital direction and personalize customer interaction. The article provides specific recommendations that will help the company strengthen its position and bypass X5 Retail Group in the fight for the market.
Keywords: Magnit; X5 Retail Group; marketing strategy; digital transformation; retail chains; e-commerce.
Рр. 41 – 44
UDC 339.13
DOI: 10.24412/2071-3762-2025-9339-41-44
Review of Marketing Research Experience and Attitudes of Russian Consumers Towards Artificial Intelligence
Tyurin Dmitry Valeryevich,
PhD in Economics, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia; Moscow Financial and Industrial University “Sinergia”
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https://orcid.org/0000-0002-9404-8827
The article examines the impact of artificial intelligence on Russian consumers in various fields of activity. According to the analysis of available data obtained as a result of marketing research conducted by various companies, the levels of trust and distrust in artificial intelligence, as well as key factors influencing these processes, have been identified. In addition, the most «relevant» areas of artificial intelligence use in the activities of Russians were listed, as well as age boundaries and types of professions with high and low levels of trust in neural networks were identified. The results of Russian research are compared with the data of the world practice of development and use of artificial intelligence. The conclusions of the research are presented in the form of practical recommendations for dealing with the main risks arising from the use of neural networks and understanding the prospects for the development of this innovative field.
Keywords: artificial intelligence; neural networks; marketing research; trust level; consumer behavior.
Рр. 45 – 48
UDC 339.138
DOI: 10.24412/2071-3762-2025-9339-45-48
Digital Features and Specifics of the Customer Lifecycle in the Sports Industry
Skorokhodov Sergey Nikolaevich,
PhD in Philosophy, Associate Professor, Department of Sports and Tourism Industry Management, Russian Presidential Academy of National Economy and Public Administration, 82 Vernadsky Ave., Moscow, Russia
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https://orcid.org/0000-0001-6916-946X
The article is devoted to the study of algorithms for the transformation of the client’s life cycle model in the sports industry under the influence of innovative digital technologies. The aim of the work is to identify key digital features at each stage of the life cycle and to develop conceptual mechanisms for omnichannel interaction with end users of sporting goods and services. The article goes beyond the classical CRM approach (customer relationship management), integrating the concepts of impression marketing and service-dominant logic (S-D Logic). The use of such a strategy in the sports industry makes it possible to perceive the fan not as a passive consumer, but as an active co-creator of value. In the course of the research, a comprehensive analysis of scientific literature and practical cases was carried out, and the following scientific methods were used: comparative characterization, abstraction, and data evaluation. The result of the work is the proposed updated model of the customer’s digital lifecycle in key segments of the sports industry, which finds its practical application in the management of sports organizations.
Keywords: sports industry; digitalization; customer experience; sports marketing; omnichannel; economy of impressions, personalization.