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Рр. 4 – 10
UDC 339.138:338.48
DOI: 10.24412/2071-3762-2026-6348-4-10
Marketing Factors in the Development of Child and Youth Tourism in Russia
Samchuk Daniil Sergeevich,
Student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0007-7751-2476
Egorova Vera Sergeevna,
Student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0003-0976-4525
Avtaikin Aleksey Stanislavovich,
Student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0006-9696-5078
Marienko Darya Pavlovna,
Assistant, Department of Tourism and Hospitality Business, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0002-6087-8934
The purpose of the study is to identify the marketing factors that determine the development of children’s and youth tourism in Russia. In this article, children’s and youth tourism is considered as an independent segment of the domestic tourism market. The study is based on a review of scientific literature on tourism, territorial, and digital marketing, a comparative analysis of official statistical data, and a secondary analysis of sociological studies on parental assessments. The study reveals that the development of this segment is hindered by the gap between the growing demand from families with children and the quality of the market offer, including safety, infrastructure, accessibility, and communication. The scientific novelty of the study lies in the interpretation of children’s and youth tourism in the categories of service marketing and customer experience. As a result, the priority areas of marketing policy have been substantiated: segmentation, positioning, digital promotion, reducing barriers to choice, and managing loyalty.
Keywords: children’s and youth tourism; tourism marketing; domestic tourism; demand; segmentation; positioning; promotion; loyalty; regional development; family vacations.
Рр. 11 – 16
UDC 332.133.44
DOI: 10.24412/2071-3762-2026-6348-11-16
Marketing Tools for Ensuring the Sustainability of Industrial Clusters in the Region (Using the Example of the Republic of Karelia)
Nabokikh Alexey Anatolyevich,
PhD in Economics, Associate Professor at the Department of State and Municipal Administration, Vyatka State University; 36 Moskovskaya St., Kirov, Russia
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https://orcid.org/0000-0002-9046-0523
Barmina Elena Anatolyevna,
PhD in Economics, Associate Professor at the Department of State and Municipal Administration, Vyatka State University; 36 Moskovskaya St., Kirov, Russia
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https://orcid.org/0000-0001-8296-6498
The relevance of the study is due to the need to apply marketing tools for territories in order to increase the investment attractiveness of regions through the formation of industrial clusters on the example of the manufacturing industry. A cluster development model, supported by a territorial marketing strategy, allows to create a synergistic effect for cluster participants and to form a recognizable brand of the territory, which is a key factor for attracting external and internal investments. On the example of the Republic of Karelia, the practical aspects of integrating a marketing approach into a cluster strategy are considered, target indicators are determined and potential risks are analyzed. The paper proposes measures to use market analysis for positioning clusters, finding market niches, and forming value chains. The research results can be used by government agencies and the business community to develop comprehensive development programs.
Keywords: territory marketing; regional marketing; technological development areas; industrial clustering; Republic of Karelia.
Рр. 17 – 21
UDC 332.1;004
DOI: 10.24412/2071-3762-2026-6348-17-21
The Evolution of Territorial Branding: From Classical Models to Digital PR Communications in Russian Regions
El Khusein Raduan Khasanovich,
graduate student, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia.
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https://orcid.org/0009-0009-9404-7662
Bondarenko Victoria Andreevna,
Doctor of Economics, Professor, Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia; Professor of the Department of Service Marketing and Brand Management, State University of Management; 99 Ryazansky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-2921-7548
Nogha Vladislava Igorevna,
Assistant Professor of Marketing Department, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0000-0002-7156-5493
The article examines the transformation of territorial branding in the context of digitalization. It analyzes classical approaches to the formation of city megabrands using the examples of Saint Petersburg and Lyon, as well as new practices of digital geobranding using the example of the Kaliningrad Region. The article substantiates the transition from visual and communication models to interactive formats based on the use of digital technologies, game mechanics, and multimedia platforms. The article concludes that a new paradigm of territorial marketing is emerging, focused on creating a digital identity for the region.
Keywords: territorial branding; mega-brand; geobranding; digital communications; media; e-sports; data centers; Russian regions.
Рр. 22 – 27
UDC 339.138
DOI: 10.24412/2071-3762-2026-6348-22-27
Coalition B2B Loyalty Programs in Industry: Case Studies and Effects
Vechkinzova Elena Anatolyevna,
PhD in Economics, Associate Professor, Associate Professor of the Marketing Department, State University of Management; 99 Ryazansky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-2543-625X
Krasnov Evgeniy Vladimirovich,
PhD in Economics, Associate Professor, Associate Professor of the Marketing Department, State University of Management; 99 Ryazansky Prospekt, Moscow, Russia
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https://orcid.org/0000-0003-4472-2091
Nedashkovskaya Maria Stepanovna,
student, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6, st. Miklouho-Maclay, Moscow, Russia
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The article discusses modern approaches to the formation of coalition and network loyalty programs in industrial B2B marketing and their applicability in Russian conditions. Based on an analysis of foreign and Russian sources, as well as practical cases from 2024–2026, the authors identify key trends in B2B loyalty programs: shifting the focus from discounts to creating long-term value, personalization, integration with CRM/ERP, and building digital ecosystems. Special attention is paid to coalition and network programs as the most promising for the Russian industrial market, taking into account sanctions, changes in the competitive environment, and industry restrictions on product modification. The main elements of the architecture of such programs (a single digital platform, cross-brand use of bonuses, gamification, joint events, curatorship, and co-marketing activities) are described, and criteria for selecting partners for the coalition are proposed.
Keywords : B2B loyalty programs; coalition and network loyalty programs; customer retention; industrial marketing; partner programs.
Рр. 28 – 31
UDC 339.138:004.738.5
DOI: 10.24412/2071-3762-2026-6348-28-31
Digital Resonance Index (DRI) as a tool for evaluating the effectiveness of marketing communications in virtual markets
Letyagov Oleg Aleksandrovich,
Head of Online Sales for Corporate Business, AlfaBank, 19 Sretenka St., Moscow, Russia
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https://orcid.org/0009-0007-8027-6515
Romanishina Tatiana Sergeevna,
Doctor of Economics, Associate Professor, Professor of the Departments 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
In the context of the digital transformation of the economy, traditional indicators of digital marketing effectiveness such as ROI (return on investment), CTR (ad clickability), CR (conversions to target action) They are becoming insufficient to assess the effectiveness of Internet communications. Based on system analysis, modeling, and micro-analytics methods (segmentation based on three indicators: purchase history, frequency, and amount), the article introduces the Digital Resonance Index (DRI), which can be used as a tool for evaluating the effectiveness of marketing communications in virtual markets and as an integral criterion that takes into account users’ emotional and behavioral responses to digital marketing signals. The index considers emotional relevance, behavioral triggers, patterns, and digital empathy. The article provides comparative tables of KPI and the digital resonance index, as well as examples of its application in B2B and B2C segments. The author substantiates the practical significance of the index for virtual markets (marketplaces, social networks, corporate digital resources, etc.).
Keywords: digital marketing; marketing communications; virtual markets; digital resonance; digital resonance index; behavioral analytics; micro-analytics.
Рр. 32 – 36
UDC 339.138
DOI: 10.24412/2071-3762-2026-6348-32-36
Methodology for Assessing the Market Potential of a Digital Product through Search Demand Analysis
Romanchuk Artemii Andreevich,
Master of Economics, Immanuel Kant Baltic Federal University, CEO of the marketing agency GROMS TEAM; 56 Volochaevskaya St., Kaliningrad, Russia
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https://orcid.org/0009-0004-4544-8025
The paper proposes a methodology for forecasting the market potential of a digital product with established demand, based on data from paid acquisition channels. The research problem is the lack of a reproducible quantitative framework for making a decision about launching a product before investing in development. The algorithm consists of six steps: collecting the semantic core of queries, predicting traffic and click costs using the Yandex.Direct «Budget Estimation» service, obtaining conversion targets, building a two-level sales funnel, calculating the predicted cost of customer acquisition, and comparing it with the threshold value of unit economics. The methodology was applied to a sample of 720 digital products that passed the initial assessment over a period of 24 months. According to a retrospective expert assessment, the share of products that continued to be actively promoted one year after launch increased from 40% to 80%. A subsample of 62 products that were launched in the period preceding the implementation of the methodology was compared based on the formal criterion of non-zero spending in the Yandex.Direct advertising account within 12 months after launch, resulting in a consistent share of 30–40%. The approach reduces the decision to develop a product to a quantitative comparison of demand parameters and threshold economy.
Keywords: digital product; market potential; paid acquisition channels; contextual advertising; Yandex. Direct; hypothesis testing; unit economy; cost of customer acquisition; demand forecasting.
Рр. 37 – 46
UDC 338.24
DOI: 10.24412/2071-3762-2026-6348-37-46
Development of Educational Resources in the Digital Environment for the Formation of Professional Competencies of Higher Education Teachers
Sanamyan Elena Igorevna,
PhD in Economics, Associate Professor of the Department of Marketing, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia
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https://orcid.org/0009-0003-2525-2554
Murtuzalieva Taira Velimagomedovna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Marketing, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia
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https://orcid.org/0000-0001-7762-010X
Tsvetkova Anna Borisovna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Marketing, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia
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https://orcid.org/0000-0003-0517-9663
Nikishkin Valery Viktorovich,
Doctor of Economics, Professor of Marketing Department, Plekhanov Russian University of Economics; Stremyanny lane 36, Moscow, Russia
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The article discusses the current issues of the implementation and application of digital educational resources in the higher education system, and presents the results of the author’s research aimed at identifying the attitude of the teaching staff towards the transformational processes taking place in the modern educational environment. Special attention is paid to the use of innovative online communication tools, digital platforms, and interactive technologies that contribute to the formation of a competitive digital educational environment in higher education institutions. The purpose of the research is to develop and justify new methodological approaches to the organization of teaching activities based on the comprehensive provision of educational quality in the context of the digitalization of the educational process. Based on the results of the analysis, the article discusses the formation and development of professional competencies among professors and teaching staff in the context of digital transformation in higher education. It is established that the advantages of modern digital educational solutions, such as logically structured navigation, quick and seamless access to multimedia content, integration of various forms of information presentation and visualization, and increased opportunities for interactive engagement, contribute to a deeper, more meaningful, and sustainable understanding of educational material by students. These factors are crucial for enhancing the effectiveness of the educational process, improving the quality of professional training, and ensuring the competitiveness of the modern higher education system.
Keywords: digital approaches in education; higher education; educational resources; digital educational platforms; marketing research; educational marketing.
Рр. 47 – 53
UDC 796.075.2:004.9
DOI: 10.24412/2071-3762-2026-6348-47-53
Evaluation of the Effectiveness of Using Neural Network Technologies in Social Media Management of a Professional Sports Club
Shamovnev Ilya Valerievich,
Postgraduate Student, Moscow Financial and Industrial University «Synergy», Professional Basketball Club CSKA LLC; 2 Izmailovsky Val, Moscow, Russia
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Gorelikov Valery Afanasyevich,
Associate Professor, Sports Marketing Department, MBA, Moscow Financial and Industrial University «Synergy»; 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0000-0001-8676-3030
The article is devoted to the development of an approach to assessing the effectiveness of using neural network technologies in managing the social media of a professional sports club. The relevance of the study is determined by the fact that the digital transformation of the sports industry and the growing importance of platform communication make social media one of the central channels for building audience loyalty, fan engagement, and converting marketing activities into economic results. The purpose of the study is to substantiate a system of indicators and management criteria that allow evaluating the contribution of neural network tools to content production, personalization of communications, analysis of audience response, and improving the operational efficiency of the club’s digital media. The work uses comparative and content analysis methods, summarization of scientific publications, systematization of marketing metrics, and logical modeling. As a result, a multi-level evaluation model is proposed, which includes media, behavioral, conversion, and operational KPIs, as well as a matrix for interpreting the effect of neural network solutions. The scientific novelty of the study lies in the combination of sports marketing, digital analytics, and the integration of applied social media management tasks into a unified system for evaluating effectiveness.
Keywords: neural network technologies; social media; sports; sports marketing; sports club; digital transformation; content strategy; customer experience.
Рр. 54 – 61
UDC 339.138: 658.012
DOI: 10.24412/2071-3762-2026-6348-54-61
Challenges and Development Directions for Mobile App Developers
Yampolskaya Diana Olegovna,
PhD in Economics, Associate Professor of Marketing Department, Peoples Friendship University of Russia; 6, Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0000-0002-6734-6351
Semenek Valery Igorevich,
Master’s student, Peoples Friendship University of Russia; 6, Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0009-0009-3179-0459
The article discusses the problems and prospects of development of mobile application development companies in the context of modern digital transformation of the economy. The authors conducted a comprehensive marketing analysis of the market state, including content analysis of publications, correlation and cluster analysis, dispersion analysis, as well as an assessment of the competitive environment using the Herfindahl–Hirschman index. The study covers the period of 2018–2026 with a forecast up to 2030. The key barriers to development have been identified: sanctions pressure, equipment and software shortages, legal uncertainties, and market and competitive limitations. It has been established that the main drivers of growth are the B2B segment and cross-platform technologies, which are replacing native developments. It has been shown that the use of artificial intelligence tools significantly accelerates the release of new features to the market. Based on the data obtained, the authors have justified the need to segment the market, focus on industries with high IT budgets, and implement AI tools in development processes. Practical recommendations are offered on the formation of package offers, strengthening of the brand through content marketing and adaptation of the pricing strategy.
Keywords: mobile application market; mobile application development; marketing analysis; market segmentation; B2B segment, cross-platform technologies; artificial intelligence; competitive analysis; digital transformation; import substitution of software.
Рр. 62 – 67
UDC 339.138:332.1
DOI: 10.24412/2071-3762-2026-6348-62-67
Cognitive Distortions as a Driver of Territory’s Reputational Shift: A Case Study of the Viral Trend «Kyoto or Penza?»
Lesnykh Nadezhda Yuryevna,
Senior Lecturer of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia.
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https://orcid.org/0009-0004-1088-7781
Sozinova Anastasia Andreevna,
Doctor of Economics, Professor, Professor of the Department of Management and Marketing, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0001-5876-2823
Ilina Ekaterina Nikolaevna,
PhD in Economics, Associate Professor, Associate Professor of the Department of State and Municipal Administration, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-9001-8535
Domenko Yury Yuryevich,
PhD in Economics, Associate Professor of the Department of Economics, Management, and Production Organization. N.M. Fedorovsky Zapolyarny State University; 7, 50 Let Oktyabrya st., Norilsk, Russia
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https://orcid.org/0000-0002-5486-0175
The article is devoted to the analysis of the influence of stereotypes on the reputation of territories based on the analysis of the viral trend “Kyoto or Penza?” (alternative version – “Japan or Russia?”). The essence of the trend is to create a controlled illusion about the location of the depicted objects, followed by its exposure. Based on the analysis of the publication within the framework of the studied trend on the Fishki.net platform and the array of comments to it, three dominant models of the audience’s reaction to the disclosure of the true geolocation have been identified: devaluation of the trend, idealization of “one’s own” through a change in the evaluation scale, and a reflexive model. The article traces the chain of formation of a reputational shift provoked by a stereotypical perception of the territory. Based on the results obtained, a model for countering a negative territorial stereotype has been developed, and a differentiated set of practical tools for its implementation has been proposed for large, medium, and small cities and rural areas. It has been substantiated that the formation of an autonomous identity that does not require comparison with external standards is a strategic condition for the reputational stability of a territory. The article is addressed to specialists in territorial branding, employees of city and regional administrations responsible for information policy and development of public spaces, as well as researchers studying the digital mechanisms of reputation formation.
Keywords: reputation; image; trend; stereotype; social networks; digital environment; territorial brand; cognitive distortions; country of origin effect; framing.
Рр. 68 – 74
UDC 378.014.15:502.131.1
DOI: 10.24412/2071-3762-2026-6348-68-74
Transformation of BRICS Universities’ Educational Programs in the Sustainable Development Paradigm
Ponyavina Maria Borisovna,
PhD in Economics, 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/0000-0002-7866-577X
Smirnova Angelina Vladimirovna,
student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0009-6642-0765
The article explores the characteristics and patterns of transformation of educational programs at BRICS universities under the influence of sustainable development imperatives. The relevance of the study is driven by the need to rethink the role of higher education in achieving the UN Sustainable Development Goals, as well as the increasing influence of BRICS countries on shaping the global educational agenda. The results reveal four distinct transformation models. It is established that the depth of substantive changes in programs correlates with the level of institutionalization of sustainable development in university strategies. The article provides recommendations for adapting international experiences to the specific needs of national educational systems. It is concluded that in the BRICS universities under study, marketing is becoming not an auxiliary tool, but an integral part of the institutional strategy, reflecting the depth and direction of changes, and serving as a bridge between educational innovations and the public demand for a sustainable future.
Keywords: sustainable development; higher education; BRICS countries; transformation of educational programs; education for sustainable development; institutional changes; comparative pedagogy; education marketing.
Рр. 75 – 79
UDC 339.138
DOI: 10.24412/2071-3762-2026-6348-75-79
Transformation of Marketing Paradigms in the Real Estate Market
Margatsky Nikita Aleksandrovich,
Applicant at the Department of Management and Marketing, Belgorod National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0009-1631-6986
The article presents an analysis of the transformation of marketing paradigms in the activities of Russian development companies during the economic turbulence of 2025–2026, which is determined by the reduction of solvent demand for residential real estate and the tightening of mortgage lending conditions. The empirical basis of the study is based on a case analysis of leading market players and statistical data from industry analytical agencies. The paper substantiates a conceptual shift in value orientations: a change from a metre-oriented model of supply to the design of user experience scenarios, the construction of the sociocultural identity of local communities, and the authentication of the environmental characteristics of residential complexes. It has been established that developers who appeal to the consumer’s emotional intelligence demonstrate a steady positive trend in sales volumes, while operators who remain committed to the discursive model of «square metres» as the dominant value objectively record a regression in key commercial indicators. Based on the conducted research, practical recommendations have been developed for adapting marketing configurations to transformed consumer expectations in the context of institutional and macroeconomic uncertainty.
Keywords: real estate marketing; value proposition; development; immersive technologies; place identity; lead generation; real estate marketing; customer experience.
Рр. 80 – 87
UDC 339; 659.1
DOI: 10.24412/2071-3762-2026-6348-80-87
The Global Advertising Market: Analysis of Current State and Development Prospects
Titova Irina Nikolaevna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Management and Marketing, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0000-0002-3392-4846
Piterova Alina Evgenievna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Management and Marketing, Belgorod State National Research University; 85 Pobeda St., Belgorod, Russia
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https://orcid.org/ 0009-0004-6153-3393
Piterov Ruslan Sergeevich,
manager, Antara+ LLC; 17D Gubkina St., Belgorod, Russia
piterov_r@autoimport3
Shkil Nikolai Sergeevich,
Applicant of the Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0009-1667-1443
The article analyzes the state, dynamics, and prospects for the development of the global advertising market, and notes its moderate growth. According to experts, the market will continue to grow over the next five years. North and South America remains the leading region in terms of advertising spending. However, the Asia-Pacific region is recognized as the fastest-growing advertising market, driven by countries such as Indonesia, India, China, and Japan. Almost 75% of total advertising spending was on digital channels, which is in line with global patterns of digital user behavior that are driving brands to focus their advertising budgets on digital channels. In 2026, digital advertising spending is expected to continue growing, but traditional channels are also expected to see moderate growth, with the exception of print advertising. The top five countries with the highest digital advertising spending in 2025 were the United States, China, the United Kingdom, Japan, and Germany. Developing markets such as India, Peru, Argentina, Chile, and Colombia are leading in terms of growth rates. Based on the results of the correlation analysis, the authors have built a regression model for the growth of the international advertising market.
Keywords: advertising; global advertising market; advertising spending; traditional media channels; digital advertising; regional markets; artificial intelligence; digital technologies.