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Рр. 4 – 10
UDC 339.138:658.818:629.73
DOI: 10.24412/2071-3762-2026-5347-4-10
Статья подготовлена по результатам исследований, выполненных за счет бюджетных средств по государственному заданию Финансового университета при Правительстве РФ.
Service Quality, Loyalty and Human-Centricity in Civil Aviation: Conceptualization of the Conceptual Framework
Dzhendubaeva Samira Azamatovna,
PhD in Jurisprudence, Senior Researcher, Institute of Management Studies and Consulting, Financial University under the Government of the Russian Federation, 49 Leningradsky Prospekt, Moscow, Russia
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httрs://orсid.org/0000-0003-4671-7480
The article examines the evolution and current state of the conceptual framework used in the study of service quality, customer loyalty and human-centricity in the field of passenger air transportation. The relevance of the study is due to terminological uncertainty that hinders the development of empirical research and the comparability of their results. The purpose of the work is to clarify and systematize the conceptual framework in relation to the specifics of civil aviation. The research methods used are system-structural analysis, comparative analysis and generalization of scientific research results. The paper analyzes the classical works of the Scandinavian and American schools of service management, as well as modern publications from 2020 to 2026. It identifies the main stages of the development of the concept of «service quality,» from a technical and functional approach to hierarchical and multidimensional models that include digital channels of interaction and an emotional component. The paper describes the evolution of views on the nature of loyalty (a shift from a behavioral model to an emotional one), and analyzes modern metrics and their limitations in the context of air travel. Special attention is paid to the relationship between the concepts of «customer-centricity» and «human-centricity,» and it is shown that the latter is broader and includes employee care as a necessary condition for providing high-quality services. As a result of the research, the authors have proposed their own definitions of key concepts that are adapted to the specific features of civil aviation (multi-stage interactions, high emotional stress on passengers, and the importance of the human factor in emergency situations). The theoretical significance of the work lies in the organization of the conceptual framework, which provides a foundation for further empirical research. The practical significance lies in the possibility of using the proposed definitions in the development of programs to improve the quality of service and loyalty in airlines.
Keywords: service quality; consumer loyalty; customer centricity; human centricity; civil aviation; SERVQUAL; NPS; customer experience; aviation marketing; service management.
Рр. 11 – 19
UDC 332.1
DOI: 10.24412/2071-3762-2026-5347-11-19
Evaluation of the Effectiveness of SMM Tools for Promoting Accounting Services
Denisov Ivan Andreevich,
Postgraduate Student, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
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https://orcid.org/0009-0008-2085-7067
Shishkin Anatoly Viktorovich,
Doctor of Economics, Professor, Professor in the Department of Marketing at Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
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https://orcid.org/0000-0002-6503-3810
The purpose of the study is to assess the effectiveness of SMM promotion tools in the marketing communications system of accounting services providers. The modern accounting outsourcing market is characterized by increased competition, a complex regulatory environment, and growing business requirements for the quality of financial support. However, many companies in this sector are traditionally skeptical about using marketing tools, relying on their professional reputation and customer recommendations. In the context of digitalization, the importance of communication to explain the value of accounting support to entrepreneurs is increasing. The author explores the features of using SMM tools in the accounting services market and their role in building trust and expert image for companies. The study examines the practices of leading industry participants, analyzes the content of social media communications, and evaluates their impact on interaction with the target audience. The research results in the systematization of key areas of SMM communications that contribute to increasing the attractiveness of accounting services and the development of approaches to assessing their effectiveness.
Keywords: SMM promotion in the accounting services market; marketing communications of accounting companies; content marketing in professional services; digital marketing; effectiveness of SMM tools.
Рр. 20 – 24
UDC 332.13
DOI: 10.24412/2071-3762-2026-5347-20-24
State Policy in the Development of Creative Industries and Support for Cluster Initiatives
Kudryashov Vadim Sergeevich,
PhD in Economics, Associate Professor, Associate Professor of the Department of Management, Russian Presidential Academy of National Economy and Public Administration; 82, Vernadsky ave, Moscow, Russia
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https://orcid.org/0000-0002-5075-5247
The article focuses on the analysis of public policy in the field of creative industries development and support for cluster initiatives in the context of global economic transformation. The author emphasizes the strategic importance of creative sectors that combine culture, technology, and entrepreneurship as drivers of new markets, jobs, and sociocultural changes. Special attention is given to the cluster approach, which has proven its effectiveness in global practice. The theoretical basis of the study includes the works of M. Porter, R. Florida, and the «triple helix» model by G. Etzkowitz and L. Leydesdorf, which formed the basis for the analysis of international experience (the EU, the USA, the UK, and China) and Russian realities. The study uses successful clusters such as the Moscow «Khlebozavod» and the Dagestan «Ethnohub» to explore the mechanisms of integrating cultural heritage, digital technologies, and interdisciplinary collaborations.
Keywords: public policy; creative industries; cluster initiatives; economic development; innovation; digitalization; cultural heritage; regional development.
Рр. 25 – 28
UDC 339.138:004.9
DOI: 10.24412/2071-3762-2026-5347-25-28
Digital City Twins as a Tool for B2B and B2G Marketing
Star Igor Anatolyevich,
PhD in Technical, Associate Professor, Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics; 36, Stremyanny lane, Moscow, Russia
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https://orcid.org/0000-0001-8676-3030
The purpose of the study is to determine the marketing potential of digital city twins in the field of B2B and B2G communications. Methods: qualitative review of international practices (Punggol Digital District, Singapore; digital twin of Zurich), application of the Double Diamond, Jobs to Be Done, and Customer Journey Map product methodologies to describe role scenarios, and development and testing of an experimental digital-city prototype. Results: three key marketing scenarios for using digital twins have been identified: presenting projects in the urban environment, visualizing the effects for the territory, and supporting dialogue with authorities. Role requirements for the UI/UX of platforms for B2B and B2G teams have been formed, and the engineering and presentation interfaces have been compared. Practical significance: even a «light» digital twin can serve as a laboratory for fidgital communications, allowing companies and regions to test sales scenarios before implementing full-scale urban platforms.
Keywords: digital city twin; fidgital marketing; B2B marketing; B2G marketing; urban digital platforms; UI/UX design; Jobs to Be Done; Customer Journey Map; Double Diamond; digital-city.
Рр. 29 – 34
UDC 339.138
DOI: 10.24412/2071-3762-2026-5347-29-34
Investment Marketing in the Digital Ecosystems of Russian Banks: Tools, Cases, and Effectiveness
Engel Sergey Sergeevich,
applicant, Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0005-8800-8131
The article analyzes the place of investment marketing in the digital ecosystems of Russian banks for attracting retail investors. The study is based on case studies of VTB, Gazprombank, Alfa-Bank, T-Bank, and Banki.ru for 2025-2026, which are available on their official websites. The article examines key marketing tools, including AI-based personalization, gamification, unified identification technology, digital customer profiles, biometric authentication, and managed in-app marketing. Special attention is paid to the mechanisms of retail investors’ involvement through non-financial services, omni-channel communications and educational programs. Quantitative results of the implementation of the described tools are provided.
Keywords: investment marketing; digital ecosystem; banking application; personalization; gamification; retail investor; digital profile; biometrics; customer journey; banking marketing; banking ecosystems
Рр. 35 – 41
UDC 332.1
DOI: 10.24412/2071-3762-2026-5347-35-41
Conceptual Model of Sustainable Place Branding of the Moscow Region Based on the Synergy of Public Capital and Local Communities
Bondarenko Mayya Pavlovna,
PhD in Economics, Associate Professor, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0001-5501-355X
Prokhorova Irina Gennadievna,
Senior Lecturer, Department of Marketing, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-2703-2569
Opryshko Maria Vadimovna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-5775-9494
Ziyangirova Eva Rishatovna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
Финансовый университет при Правительстве РФ, Москва, Россия
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0008-8554-0888
The purpose of the study is to build a three-level conceptual model of sustainable branding of the territory (using the example of the Moscow Region), integrating social capital, social entrepreneurship and creative industries, as well as developing tools for socially integrated communications to overcome institutional disunity. The study is based on an analysis of statistical data from the Moscow Region for 2024–2026. (Ministry of Investments, Federal Tax Service), a synthetic study of the needs of stakeholders, a comparative analysis of three Russian branding cases of territories, as well as theoretical modeling. It has been revealed that the Moscow Region is the absolute leader in the Russian Federation in terms of the number of social enterprises. Key barriers have been identified, including institutional fragmentation, municipal inequality, and a lack of «soft infrastructure» and regional success stories. A three-tiered model has been developed, consisting of strategic positioning, tactical mechanisms, and operational tools. A digital roadmap and a system of 16 quantitative KPIs (economic, social, environmental, and brand-related) have been proposed. The proposed model fills the gap in coordinating disparate social entrepreneurship and creative industries initiatives for the region’s sustainable development. Its practical significance lies in the possibility of using the model by regional authorities when planning branding strategies.
Keywords: sustainable territory branding; social entrepreneurship; creative industries; public capital; Moscow Region; community engagement; stakeholder mapping; territory branding; territory marketing.
Рр. 42 – 47
UDC 338.22
DOI: 10.24412/2071-3762-2026-5347-42-47
Biosafety and the Market: A Comprehensive Analysis of the Microbiological Culture Media Market in Russia
Soldatova Natalia Fyodorovna,
PhD in Economics, Associate Professor, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; Associate Professor at the Marketing Institute of the State University of Management; 49, Leningradsky Prospekt, Moscow, Russia
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https:// orcid.org/0000-0002-8732-4547
Ermolova Eva Sergeevna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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Badanov Alexander Alekseevich,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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In this review article, the authors explore the development trends of the market niche for microbiological culture media in Russia in relation to the main trends in the global market. The purpose of the study is to provide an objective assessment of the current state of the market niche, as well as the factors that shape its dynamics and hinder its development. The relevance of this research is driven by the need to explore the potential of the market niche for microbiological culture media in Russia in the context of technological changes in the country, including the digitalization of the economy, increasing international tensions, and the need to ensure the country’s biosafety. Based on the generalization and grouping of statistical materials, marketing research conducted by Russian companies, and open data from enterprises operating in the market for microbiological nutrient media, the article reveals the features of this market and the factors that shape the market niche. The interdisciplinary approach to studying the state of the market niche is linked to the main areas of implementation of the national project «Technological Support for the Bioeconomy,» which was launched in 2026. Based on the results of the study, an algorithm for overcoming the barriers that hinder the development of the market niche is proposed, which is based on the principles of systemacity, comprehensiveness, and customer focus. However, the problems of ensuring the country’s biosafety also require separate solutions, including at the level of the constituent entities of the Federation, when support is provided to enterprises engaged in the production of microbiological nutrient media as part of the national project.
Keywords: market of microbiological nutrient media; sanitary and epidemiological safety of the Russian Federation; biosafety; import substitution; bioanalogues; biotechnology; sanctions; consumer behavior (helsism); state support.
Рр. 48 – 54
UDC 314.174
DOI: 10.24412/2071-3762-2026-5347-48-54
The Silver Generation as a Target Audience: Key Barriers in the Context of Artificial Intelligence Development
Shalnova Olga Alexandrovna,
PhD in Economics, Associate Professor, Associate Professor of Marketing and Brand Management, Russian Presidential Academy of National Economy and Public Administration; 82 Vernadsky Avenue, Moscow, Russia
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https://orcid.org/0000-0001-9077-2837
Rebrikova Nadezhda Vladimirovna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Psychology and Human Capital Development, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0001-7280-7178
The article is devoted to the analysis of the specifics of the silver generation and its adaptation to digital technologies. In the current conditions, the silver generation, on the one hand, is becoming increasingly important for the economies of countries and, accordingly, for business due to the intensive aging of the population, but on the other hand, there is a serious gap between modern marketing approaches based on the intensive development of generative artificial intelligence technologies and the level of their acceptance by representatives of this generation. The authors consider the key barriers that companies face when working with the silver generation in the era of an AI-based economy, and how to overcome them. They conclude that the term «silver generation» itself is not viable, and that a more nuanced segmentation based on a range of criteria is required. This article may be of interest to marketers, business representatives, and managers of companies that are introducing digital products and services based on generative technologies. The article is useful for social workers, digital literacy specialists, and representatives of the public sector who are developing programs for digital inclusion and services that are friendly to older age groups.
Keywords: silver generation; silver economy; retirees; digital technologies; artificial intelligence technologies; behavioral economics; generational theory in marketing.
Рр. 55 – 60
UDC 352:339.138
DOI: 10.24412/2071-3762-2026-5347-55-60
Integration of Stakeholder Engagement Models in the Branding of Russian Regions for the Ecosystem Transformation of Public Management of Territorial Marketing
Starikova Maria Sergeevna,
Doctor of Economic Sciences, Professor, Professor, Department of Strategic Management, Belgorod State Technological University named after V.G. Shukhov; 46 Kostyukova St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-5293-9402
Mikalut Sergey Mikhailovich,
PhD in Economics, Associate Professor, Associate Professor of the Department of Strategic Management, Belgorod State Technological University named after V.G. Shukhov; 46 Kostyukova St., Belgorod, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6767-1840
Nemykin Ivan Nikolaevich,
Postgraduate Student, Department of Strategic Management, Belgorod State Technological University named after V.G. Shukhov; 46 Kostyukova St., Belgorod, Russia
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https://orcid.org/0009-0008-8916-8307
The article examines the evolution of the concepts of territorial marketing and branding in the context of digital transformation and the complexity of public administration. It substantiates the need to transition from fragmented, hierarchical models to an ecosystem approach that integrates the principles of sustainable development, network interaction among stakeholders, and end-to-end digitalization. Based on a comparative analysis of the public engagement models identified in Russian practice and the theoretical principles of ecosystem marketing, the article proposes an integrated structural and functional model of ecosystem-based public management of territorial branding. The practical significance of the study lies in the systematization of regional cases (Yekaterinburg, Karelia, Yugra, Tyumen Region, etc.) and the development of recommendations for the implementation of ecosystem principles in strategic planning of regional development, aimed at increasing the collective value of the territory and the sustainability of its brand.
Keywords: territorial marketing; territory branding; ecosystem marketing; ecosystem approach; public administration; regional development.
Рр. 61 – 70
UDC 332.02; 339.13; 659
DOI: 10.24412/2071-3762-2026-5347-61-70
Visual Content on Social Media in the Personal Branding System of Creative Industry Experts (Using the Digital Sphere as an Example)
Pogorevich Anastasia Vladimirovna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Advertising and Social and Cultural Activities, Siberian Federal University; 82A Svobodny Avenue, Krasnoyarsk, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-7866-9909
Mishchenko Ekaterina Maksimovna,
Master’s Student, Siberian Federal University; 82A Svobodny Avenue, Krasnoyarsk, Russia
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https://orcid.org/0009-0005-0272-5632
Kravchenko Anna Konstantinovna,
Master’s Student, Siberian Federal University; 82A Svobodny Avenue, Krasnoyarsk, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0003-7847-6033
Kholopova Alina Alexandrovna,
Master’s Student, Siberian Federal University; 82A Svobodny Avenue, Krasnoyarsk, Russia
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https://orcid.org/0009-0003-8708-6483
Filchuk Daria Dmitrievna,
Rilsmaker, V Odno kasanie LLC; 33 Parizhskoi Kommuny St., Krasnoyarsk, Russia
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The digital transformation of the creative economy makes digital agencies a key infrastructure element that ensures the conversion of creative potential into sustainable business models. However, in the context of information overload and changes in the communication system influenced by H2H marketing, the personal brand of an expert becomes a key asset for the competitiveness of digital agencies. This study focuses on the role of visual content in shaping and promoting the personal brand of digital specialists in Russian social media. The methodological framework was based on a comprehensive approach that included a theoretical analysis of branding strategies, a quantitative online survey of the target audience, in-depth interviews with experts, and a content analysis of profiles with verification using a digital expert case study. The results confirmed the hypothesis that visual identity is a crucial element of a branding strategy and has a significant impact on audience trust and willingness to cooperate. The survey revealed that short videos (67%) and storytelling (50.9%) are the top preferences among users. This indicates a shift in the perception of expertise: from showcasing credentials to conveying values through emotional content. Based on empirical data, a typology of visual content has been developed, structured according to functional goals: trust, engagement, and conversion. Case analysis has confirmed that the systematization of visual code and the authenticity of presentation have a stronger impact on loyalty than quantitative metrics. These findings can be useful for digital agencies and independent experts in developing effective personal branding strategies in a highly competitive environment.
Keywords: creative industries; personal brand; visual content; social media; digital agency; expertise; personal brand strategy.
Рр. 71 – 74
UDC 339.138
DOI: 10.24412/2071-3762-2026-5347-71-74
Upstream Marketing in Healthcare: Literature Review
Zuenkova Yulia Aleksandrovna,
PhD in medical, DBA, Associate Professor of Marketing and branding Department. Russian State University for the Humanities; 6 Miusskaya sq, Moscow, Russia
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https://orcid.org/0000-0002-3660-0476
Shvareva Viktoria Viktorovna,
Chairman of the Board of Directors of the National Association for the Development of Social Initiatives in the Sphere of Health and Sports; 15 Nab. Akademika Tupoleva, Moscow, Russia
info@нарсизс.рф
httрs://orсid.org/0009-0004-2655-5503
Upstream marketing is a strategic area of social marketing that focuses on changing structural factors, such as policies, regulatory environments, corporate practices, and physical environments, that shape people’s opportunities for healthy behavior. Unlike the traditional downstream approach, which focuses on individual behavior, upstream strategies address the «causes of causes» of public health issues. This review provides a comprehensive overview of the academic literature on upstream marketing in healthcare from 2017 to 2025. The article analyzes theoretical models, empirical cases, implementation barriers, and application prospects. Special attention is paid to the Russian context, where the concept remains largely unexplored, despite its potential synergy with the national projects «Healthcare» and «Demography» (from 2025, «Long and Active Life,» «Family,» and «New Health-Saving Technologies»). The review identifies key research gaps and suggests areas for further exploration.
Keywords: upstream marketing; social marketing; public health; social determinants of health; structural interventions; health policy; and media advocacy.
Рр. 75 – 78
UDC 338.467.6
DOI: 10.24412/2071-3762-2026-5347-75-78
Analysis of Trends and Prospects of the Russian Museum Market
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”
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-9404-8827
Yulia Andreevna Andreeva,
student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0004-2933-9240
The article is devoted to the analysis of the current state and prospects for the development of the museum market in the Russian Federation. The study is based on open statistical data from the Ministry of Culture of the Russian Federation, reports from museums, and analytical reviews from relevant organizations. The research uses comparative and structural-dynamic analysis methods to evaluate key indicators of the museum network, including attendance, non-budgetary revenue, digitalization levels, and the geography of the target market. As a result of the study, the main trends in the development of the museum market were identified: increased competition between museums for visitors, the transformation of museums into multifunctional cultural and leisure centers, the active introduction of digital technologies, and the development of museum entrepreneurship. Based on the analysis, recommendations were proposed to improve the economic sustainability of museums.
Keywords: museum market; Russian museums; museum attendance; digitalization of museums; museum management; cultural economy; extrabudgetary financing; cultural tourism; tourism marketing.
Рр. 79 – 83
UDC 339.138:658.7
DOI: 10.24412/2071-3762-2026-5347-79-83
Evidence of Applicability Instead of «Analogue» in B2B Procurement of Equipment Spare Parts
Reznikova Lyudmila Aleksandrovna,
Master of Marketing, Director of Russtroykomplekt LLC; 10 Panfilovsky Prospekt, Zelenograd, Russia
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https://orcid.org/0009-0008-1372-2092
In B2B sales of spare parts for equipment in the period 2022-2025, the word «analogue» is less and less often used as a sufficient argument for choice and is increasingly becoming a position code. The purpose of this work is to describe the arguments that replace «analogue» in transactions and to show their relationship to the outcome and duration of the negotiation process. The scientific novelty of this work lies in distinguishing between the role of «analogue» as a position code and the role of an argument for choice, and in using the typology of negotiation cycles - standard, medium, and complex - as an indicator of the «price of proof.» The results are presented in the form of a table of micro-cases and five typical cases, including a counter-case of failure and a case of high-tech equipment. The practical result is a tool for preparing a commercial offer in a single format, which reduces the costs of approval. The material is based on the cases of a small manufacturing company. The unit of analysis is a transaction for a product item with a approval cycle. For each transaction, the following were recorded: the initiator of the request, the key risk, the argument instead of the «analogue», the supporting materials, the outcome, and the repetition.
Keywords: B2B; spare parts; analogue; transaction costs; procurement process; import substitution; transaction cycle.
Рр. 84 – 90
UDC 339.138
DOI: 10.24412/2071-3762-2026-5347-84-90
An Ecosystem Approach to Managing Marketing Interactions Between Universities and Businesses
Medvedeva Yulia Yurievna,
Doctor of Economics, Associate Professor, Professor of the Department of Management and Business Technologies, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-5835-0594
Kolgan Maria Vladimirovna,
Doctor of Economics, Associate Professor, Professor of the Department of Management and Business Technologies, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-2694-5777
In the context of the digital transformation of the economy and the formation of a knowledge-based economy, the importance of sustainable cooperation between universities and enterprises as a key factor in innovative development is increasing. However, existing models of cooperation are fragmented and do not provide a systematic alignment of the interests of the participants, which limits the effectiveness of joint research and innovation activities. The purpose of this study is to develop an ecosystem model of marketing cooperation between universities and enterprises that integrates educational, scientific, and business processes based on the principles of relationship marketing. The study is based on the concepts of marketing management of business models, relationship marketing, and the ecosystem approach. The work uses methods of system, comparative and structural analysis.
The article proposes a model of the marketing environment of interaction, including a communication platform, educational and innovative mechanisms, marketing infrastructure and an efficiency assessment system. The necessity of integrating marketing tools into the product life cycle as a condition for increasing the effectiveness of cooperation is substantiated. The scientific novelty of the research lies in the development of a comprehensive ecosystem model of marketing interaction between universities and enterprises, ensuring the alignment of participants’ interests and the formation of joint value. The practical significance of the work lies in the possibility of applying the proposed approach to increase the efficiency of innovation activity and the competitiveness of economic entities.
Keywords: marketing interaction; ecosystem approach; universities; enterprises; relationship marketing; cooperation; digital economy; marketing in education.
Рр. 91 – 95
UDC 658.512.23
DOI: 10.24412/2071-3762-2026-5347-91-95
Transformation of the Russian FMCG Market: Analysis of Consumer Preferences and Sales Landscape
Oleinikova Iuliia Anatolevna,
PhD in Economics, Associate Professor of the Department of Management and Business Technologies, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-0304-1137
Kabakova Daria Vladimirovna,
Lecturer of the Department of Management and Business Technologies, Don State Technical University; 1 Gagarin Square, Rostov-on-Don, Russia
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https://orcid.org/0009-0006-9427-8266
The relevance of the study is due to the structural transformation of the Russian fast-moving consumer goods (FMCG) market in the context of geoeconomic changes and import substitution policies. Since 2022, the dynamics of this market have become one of the key indicators of the adaptation of both consumers and retail companies to the new economic conditions. The formation of a balance between global trade mechanisms and national import substitution strategies is leading to the emergence of a new consumption model and the transformation of the retail structure. The purpose of the study is to identify key changes in the consumer strategies of the Russian population and structural shifts in FMCG retailing in 2024–2025, as well as to determine the role of the ready-to-eat segment as a hybrid area at the intersection of retail and public catering.
Keywords: FMCG market; consumer behavior; import substitution; omnichannel; ready-to-eat; online retailing of everyday goods; retail chains; consumer confidence.
Рр. 96 – 100
UDC 339.138
DOI: 10.24412/2071-3762-2026-5347-96-100
The Use of Innovative Marketing Technologies and Emotional Marketing in the Sports Industry
Kaznina Olga Viktorovna,
PhD in Economics, Senior Lecturer at the Department of Management, Marketing and Foreign Economic Activities named after Gerchikova, MGIMO (U) of the Foreign Affairs Ministry of the Russian Federation; 76 Vernadsky Avenue, Moscow, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0009-0003-9504-3926
Traditional marketing in the sports industry has long focused on selling tickets, merchandise, and displaying logos, relying on metrics such as reach, frequency of contact, and short-term sales. However, modern trends are shifting the focus towards innovative approaches that prioritize building emotional connections with fans and fostering community. EQ-marketing (Emotional Quotient) allows for personalized dialogue, increasing audience engagement and loyalty. Technologies, including AI, AR/VR, IoT and blockchain, digital PR tools, etc. expand the possibilities of interaction, creating a unique fan experience, personalized content and digital assets. The examples of leading clubs demonstrate how the combination of emotional marketing and modern technologies is shaping the future of the sports industry, making fans not just consumers, but active participants in the sports community.
Keywords: sports marketing; EQ-marketing, emotional marketing, fan experience; personalization; artificial intelligence; AR; VR; IoT; blockchain; sports clubs; smart stadium; gamification; digital content; engagement; loyalty; digital activation; customization; omnichannel.
Рр. 101 – 104
UDC 339.138
DOI: 10.24412/2071-3762-2026-5347-101-104
The Development of Omnichannel Marketing in the Context of Digital Transformation in the Sports Industry
Skorokhodov Sergey Nikolaevich,
PhD in Philosophy, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0001-6916-946X
The article is devoted to the study of the principles and parameters of the development of omnichannel marketing as a dominant strategy for interacting with key consumers in the sports industry. The purpose of the work is to develop and substantiate practical recommendations for integrating digital communication channels into a single, seamless experience of interaction in the context of the digital transformation of the sports industry. The application of an omnichannel strategy ensures a steady increase in the efficiency of economic activities in both professional sports (sports clubs, leagues, and federations) and sports retail. The work uses a comprehensive scientific approach, which includes an analysis of relevant scientific literature and foreign practical cases of sports organizations. The result of the work is a systematic updating of the priority fundamental foundations of omni-channel interaction with customers in the digital environment of sports marketing, which allows for the formation of a sustainable community of fans and loyal customers in the context of hybrid consumption of sports content.
Keywords: marketing communications; omni-channel; sports industry; digital transformation; customer experience; sports marketing; hyper-personalization.
Рр. 105 – 111
UDC 339.138
DOI: 10.24412/2071-3762-2026-5347-105-111
Comparative Analysis of the Customer Journey in Classical Banks and Marketplace Banks
Tsarapkina Anastasiya Aleksandrovna,
Master of Marketing, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia,
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https://orcid.org/0009-0005-1007-207X
Rozhkov Ilya Vyacheslavovich,
PhD in Economics, Associate Professor of the Department of Marketing, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/000000021455347X
The article is devoted to the current topic of customer experience management. This is due to the fact that a high-quality user experience allows for building long-term relationships with consumers and increasing their loyalty, which is why it is important to know how to work with them. The purpose of the study is to identify and compare the customer journey of obtaining a debit card in traditional banks and marketplace banks. The main methods used to achieve this goal were case study, participant observation, and comparative analysis. The article highlights the features of debit card application in various banks, identifies barriers and successful practices on the customer’s path, and compares the parameters of user scenarios. The practical significance of this research lies in the possibility of using the obtained results to optimize the customer’s path when applying for banking products in a digital environment.
Keywords: customer journey; customer experience; customer journey map; CJM; classical banking; banks; marketplaces
Рр. 112 – 116
UDC 338.24.01
DOI: 10.24412/2071-3762-2026-5347-112-116
Factors of Ensuring the Competitiveness of the Atommash Branch of AEM-Technologies JSC in the City of Volgodonsk in the Context of Global Transformation of Energy Markets
Popova Tatiana Sergeevna,
PhD in Economics, Associate Professor, Associate Professor at Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/ 94 Lenin St., Volgodonsk, Russia
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https://orcid.org/0000-0002-0554-2672
Mikhail Vasilyevich Ryabyshev,
Associate Professor at Economics and Social and Humanitarian Disciplines Department, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/ 94 Lenin St., Volgodonsk, Russia
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https://orcid.org/0009-0005-7202-4276;
Pak Vlada Valerievna,
student, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/ 94 Lenin St., Volgodonsk, Russia
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https://orcid.org/0009-0007-3999-3977
Kholodova Anna Alekseevna,
student, Volgodonsk Engineering Technical Institute the branch of National Research Nuclear University «MEPhI»; 73/ 94 Lenin St., Volgodonsk, Russia
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The article examines the factors that ensure the competitiveness of the Atommash branch of AEM-Technologies JSC in Volgodonsk in the context of the global transformation of energy markets and sanctions restrictions. The relevance of the study is due to the need to revise approaches to managing the competitiveness of high-tech engineering enterprises in the nuclear industry, as a result of the withdrawal of Western suppliers and the disruption of technological chains. The purpose of the study is to identify and justify the key factors of the enterprise’s competitiveness, as well as to determine the role of marketing tools in strengthening its market position. The paper substantiates that competitiveness is ensured by a combination of factors: a market-oriented marketing strategy, the development of marketing potential, personnel marketing, industrial safety marketing, and the adaptation of marketing communications to the requirements of international customers. An additional factor is the implementation of environmental projects. It is concluded that the integration of these marketing approaches ensures sustainable competitiveness for the enterprise both in domestic and foreign markets.
Keywords: competitiveness; marketing strategy; marketing potential; engineering division; value proposition; positioning; industrial branding; personnel marketing; industrial safety marketing.
Рр. 117 – 121
UDC 339.138
DOI: 10.24412/2071-3762-2026-5347-117-121
Digital Agromarketing Complex: Structure and Main Elements
Derensky Dmitry Igorevich,
Postgraduate Student, Volgograd State Technical University; 28 Lenin Avenue, Volgograd, Russia
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https://orcid.org/0009-0004-0544-0897
The article is devoted to the study of various marketing mix models in order to identify their key elements that can be integrated into the digital agro-marketing complex and adapted to the specifics of agribusiness. There are no special marketing mix models for agribusiness in the scientific literature. Therefore, based on the analysis of existing models, the author proposes a marketing mix for digital agro-marketing, which can be called the 4B4D model. The digital agro-marketing complex consists of two blocks. The block of basic factors includes: relevance of offers and convenience of purchase, reduction of costs of interactions and rewards to customers, long-term customer relationships and co-creation, communications and dialogues. The block of digital factors includes: friendliness and personalization, security and confidentiality, omnichannel, adaptability to AI agents.
Keywords: agro-marketing; marketing mix; marketing complex; digital agro-marketing; agribusiness.
Рр. 122 – 128
UDC 339.1:37(045)
DOI: 10.24412/2071-3762-2026-5347-122-128
Marketing Strategies for the Development of University Endowment Funds in Russia
Rodionova Marina Evgenievna,
PhD in Sociology, Associate Professor, Associate Professor of the Department of Political Science, Executive Director of the Target Capital Management Fund of the Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0001-8663-313X
Ponyavina Maria Borisovna,
Sociological Sciences, Associate Professor, Associate Professor of the Department of Political Science, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/000000027866577X
Alekseeva Anna Denisovna,
student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
https://orcid.org/0009-0003-2367-1798
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Schljahtin Maksim Marsimovich,
student, Faculty of Higher School of Management, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
https://orcid.org/0009-0004-3800-1233
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The article examines the marketing strategies for the development of university endowment funds in Russia, taking into account their legal, institutional, and communication specifics. The endowment fund is analyzed not only as a tool for the long-term financial sustainability of the university, but also as a mechanism for building trust and engaging students, graduates, partners, and benefactors in the development of the educational institution. The purpose of the study is to identify marketing tools that can enhance the visibility, transparency, and donor appeal of the university endowment fund. The methodological framework includes the analysis of scientific literature, a comparative study of the practices of leading Russian university endowments, case studies of the Ural Federal University, NUST MISIS, MIPT, and NRNU MEPHI endowments, as well as the interpretation of the results of a survey of students at the Financial University. It is shown that the development of an endowment depends not only on the legal regime and the amount of capital, but also on the quality of communication, project targeting, public reporting, alumni marketing, and digital interaction with target audiences. The paper substantiates the prospects of a hybrid model of the Endowment Fund development of the Financial University, combining work with students, graduates, corporate partners, small donors and non-financial forms of participation. The practical significance of the study consists in the formation of a set of marketing solutions aimed at increasing the trust in the fund and turning the endowment into a visible tool for participation in the development of the university.
Keywords: endowment fund; university fundraising; marketing strategy; academic philanthropy; alumni marketing; target capital; donor trust; Financial University; digital communications; student engagement.
Рр. 129 – 135
UDC 339.138
DOI: 10.24412/2071-3762-2026-5347-129-135
Generation Z’s Perception of Sustainable Clothing in Russia
Simonenkov Danila Zakharovich,
Student, Lomonosov Moscow State University; 1 Kolmogorova St., Moscow, Russia
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The relevance of studying the perception of eco-friendly clothing is due to the growing demand for eco-friendly products and the lack of a unified understanding of the concept of eco-fashion in the scientific community and among consumers. The purpose of this study is to identify the key attributes that shape the perception of clothing as eco-friendly. Based on a review of the literature, five attributes of eco-friendly clothing were identified: used clothing, durability, the use of organic and recycled materials, and local production. The study was conducted using an online survey, with a sample size of 303 participants. Descriptive analysis showed that the highest average values were observed in the assessments of the attributes «organic materials», «recycled materials», and «durability». In the open-ended question, respondents also most often described eco-friendly clothing through these three characteristics. The Welch’s t-test hypothesis test did not reveal significant differences in the perception of attributes based on gender and income level, but it was found that respondents with a high degree of environmental concern placed greater importance on the use of recycled materials. The results of the study contribute to understanding the structure of the perception of eco-friendly clothing and can be used to develop communication strategies for clothing brands.
Keywords: marketing research; green economy; eco-friendly clothing; consumer perception; marketing communication; sustainable development.