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Рр. 4 – 10
UDC 338.48:339.138
DOI: 10.24412/2071-3762-2026-7349-4-10
Assessing the Prospects for the Development of the MICE Services Market in Russian Regions (the Case of the Ural Federal District)
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
Ramazanov Damir Abdullaevich,
Student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0009-5310-5176
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 article discusses the prospects for the development of the MICE services market as a significant segment of business tourism and a tool for territorial marketing in Russian regions. Special attention is paid to the factors that shape the competitiveness of a region as a business destination, including transport accessibility, the level of development of congress and exhibition infrastructure, economic activity, and the marketing positioning of the territory. The purpose of the study is to assess the prospects for the development of the MICE services market in Russian regions and to test the author’s rapid assessment tool using the example of the Ural Federal District. The study uses comparative analysis methods, statistical and industry data interpretation, and analysis of regional infrastructure and strategic documents. The results identify key marketing prerequisites for the development of the MICE services market and propose an author’s index of the region’s business tourism attractiveness, which allows for a comparative assessment of the basic conditions for the development of a business destination. It is established that the Ural Federal District, particularly the Sverdlovsk Region, has a medium-high level of business tourism attractiveness due to a combination of anchor events, well-developed accommodation infrastructure, high transport connectivity, and institutional support for the region’s promotion. The results obtained can be used in the development of territorial promotion strategies and the formation of competitive regional MICE destinations.
Keywords: MICE services; business tourism; territorial marketing; destination; positioning; brand; event marketing; infrastructure; competitiveness; promotion; regional marketing.
Рр. 11 – 16
UDC 339.13
DOI: 10.24412/2071-3762-2026-7349-11-16
Instrumental Assessment of Customer Loyalty
Anishchenko Ksenia Leonidovna,
Senior Lecturer at the Department of Commerce and Trade, Moscow Financial and Industrial University «Synergy»; 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0000-0002-4889-378X
The article discusses approaches to the instrumental assessment of customer loyalty and the design of application retention systems based on it. Based on the systematization of existing metrics and empirical data, a multidimensional assessment panel is proposed, integrating behavioral, affective and cognitive indicators, and a step-by-step algorithm for its implementation in management practice is developed. A critical analysis of the most common loyalty metrics, primarily the Net Promoter Score (NPS), is conducted, with an analysis of its predictive power and system limitations. The factors that support sustainable commitment have been systematized, and a logic for building a multidimensional evaluation panel that links behavioral, affective, and digital indicators has been proposed. The main conclusion is that effective loyalty management requires abandoning single indicators in favor of hybrid models that combine rigorous quantitative measurements with qualitative interpretations of customer experience.
Keywords: customer loyalty; NPS; consumer loyalty index; customer retention; relationship marketing; customer satisfaction; CLV; RFM analysis; retention system.
Рр. 17 – 21
UDC 339.138
DOI: 10.24412/2071-3762-2026-7349-17-21
Criteria for Customer Operational Readiness in Last mile Delivery Startup Marketing
Smirnova Daria Vladimirovna,
PhD in Economics, Associate Professor of the Marketing Department, Saint-Petersburg State University of Economics; 30-32, Griboedova Channel Embankment, St. Petersburg, Russia
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Ilina Kseniya Andreevna,
student, Saint-Petersburg State University of Economics; 30-32, Griboedova Channel Embankment, St. Petersburg, Russia
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The purpose of the work is to identify the specific features of SaaS startups in the last mile delivery and to formulate the criteria for the operational barrier to entry for launching piloting. Research methods: content analysis of Russian and foreign scientific publications; comparative analysis of ten domestic and foreign startups; typology of the structural features of the segment. Results: four specific characteristics of SaaS startups in the last mile delivery have been identified – a three-way stakeholder structure, a pilot project as a full-fledged operational load, increased costs of changing a supplier, and an unresolved pricing model; based on them, the criteria of the operational barrier to entry for launching piloting have been formulated. Conclusions: the formulated criteria of the client’s operational readiness – inter-stakeholder consistency, the elaboration of the pilot, the manageability of transition costs, and the operational compatibility with the pricing model – allow assessing the readiness of the client organization to launch piloting. Unlike the decision-making barrier, which reflects the buyer’s cognitive readiness to agree to a transaction, the operational entry barrier characterizes the physical readiness of the customer organization to implement the product and is formed at the level of the entire tripartite structure. This distinction provides a theoretical framework for revising the algorithms for product launch in operationally critical vertical segments.
Keywords: last mile; operational entry barrier; market entry strategy; commercialization; SaaS startup; vertical logistics platforms; supplier switching costs; customer operational readiness.
Рр. 22 – 29
UDC 339.138
DOI: 10.24412/2071-3762-2026-7349-22-29
Consumer Value of Personalized Competence Trajectories on Digital Platforms for Vocational Education
Voevodina Elena Ivanovna,
Senior Lecturer at the Department of Information Systems and Technologies, Yaroslavl State Technical University; 88 Moskovsky Prospekt, Yaroslavl, Russia
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https://orcid.org/0009-0008-2846-9405
Kolesov Roman Vladimirovich,
PhD in Economics, Associate Professor, Deputy Director for Educational and Methodological Work, Financial University under the Government of the Russian Federation, Yaroslavl Branch; 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0000-0001-7337-3578
Yablokova Ekaterina Sergeevna,
Student, Financial University under the Government of the Russian Federation, Yaroslavl Branch; 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0009-0006-8638-8561
The article discusses the formation of consumer value of personalized competence trajectories on digital platforms of professional education. The approaches to the consumer value of educational services, the features of professional and additional professional education as a market, and the role of digital platforms in diagnosing competencies, building individual routes, and confirming educational results are analyzed. The components of the consumer value of a personalized trajectory are highlighted, and their connection with product and marketing hypotheses of market validation is shown. An approach is proposed that allows the functions of a digital platform to be correlated with the needs of target groups and the solutions of the 7P marketing complex. The results can be used by educational organizations, additional professional education centers, and developers of EdTech solutions in the design of platforms focused on personalized development of professional competencies.
Keywords: consumer value; personalized trajectory; competence trajectory; professional education; additional professional education; educational marketing; digital educational platform; value proposition; EdTech; marketing design.
Рр. 30 – 36
UDC 339.138:159.9
DOI: 10.24412/2071-3762-2026-7349-30-36
Research on the Role of Staff Emotional Intelligence in Building Guest Loyalty in Small Cafes
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 research problem is caused by the fact that in the mini-cafe segment, the quality of the product is increasingly perceived as a hygienic factor, while the decisive condition for the guest’s return is the emotional contact with the staff. However, unlike large chains, small business owners rarely have the tools to assess and develop their employees’ emotional competencies. Research on the relationship between emotional intelligence and customer loyalty is primarily based on hotels and restaurants, while the specific features of independent mini-cafes, such as their small team size, informal atmosphere, and lack of strict service regulations, remain understudied. The author conducted an empirical study based on independent mini-cafes in a Russian city, using emotional intelligence questionnaires and methods for assessing guest loyalty, supplemented by an analysis of the economic indicators of work shifts. Special attention was paid to comparing two establishments operating in different social environments: one located in a new neighborhood near a school, and the other in the depths of a residential area with a well-established circle of regular customers. The novelty of the study lies in the attempt to show how the relationship between staff emotional intelligence and guest loyalty varies depending on the type of location and the audience profile. The study found that in a high-traffic establishment, the barista’s emotional intelligence contributes to an increase in the average check, while in a smaller establishment, it becomes the foundation for long-term loyalty and increases the frequency of repeat visits. This article is intended for owners and managers of mini-cafes, recruitment specialists in the food service industry, and researchers in the field of small business psychology.
Keywords: emotional intelligence; small cafes; guest loyalty; small business; economic efficiency; comparative analysis of locations.
Рр. 37 – 41
UDC 338.22
DOI: 10.24412/2071-3762-2026-7349-37-41
Assessment of the Impact of Socio-economic Factors on the Development of Personnel Marketing
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
The article is devoted to the assessment of socio-economic factors affecting personnel marketing in Russia in the context of staff shortages and demographic changes. The goal is to identify subjective and objective determinants that shape the demand for labor and HR strategies of companies. The methods used are a comparative and correlation analysis of Rosstat data for 2022-2025. The results show that wage growth is not always related to productivity, gender and age disparities persist, and precariousness and migration require new approaches to staff adaptation and retention. Practical significance – the proposed conclusions can be used to optimize HR-branding, training programs, and corporate policies, taking into account regional and sociocultural features.
Keywords: marketing; HR-marketing; socio-economic factors; human capital; labor potential; labor productivity; education; precariousness; labor migration; employer brand; regional differentiation; staff adaptation.
Рр. 42 – 47
UDC 339.138
DOI: 10.24412/2071-3762-2026-7349-42-47
The Use of Artificial Intelligence in Content Marketing
Tatarinov Konstantin Anatolyevich,
PhD in Economics, Associate Professor of the Department of Management and Service, Baikal State University; 11 Lenin St., Irkutsk, Russia
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https://orcid.org/0000-0003-2014-0417
Artificial intelligence (AI) has become dominant in the creation and distribution of personalized content, changing the way brands interact with their audiences. While AI has increased the speed, manageability, and accuracy of media production, it has also introduced challenges such as a lack of emotional depth, clich?, and privacy concerns. AI in marketing has evolved beyond a technical tool to become an assistant for creative professionals, playing a crucial role in enhancing user experiences and optimizing communication strategies. Big data analysis, understanding of cultural code, and fast, low-cost creation of text, images, and videos allow for scaling and personalizing consumer relationships. However, risks include loss of authenticity, emotional shallowness, and bias. AI cannot replace the creativity of a professional, but it can catalyze ideas by speeding up the creation of drafts and saving time. The «human touch» remains indispensable, and the future of online marketing lies in the partnership between humans and technology. The article discusses hyperpersonalization and the transition from traditional segmentation to dynamic psychographics, behavioral characteristics, and contextual data. It focuses on the ethical use of AI, including the user’s right to be forgotten. The article concludes with recommendations for the ethical use of neural networks, including predictive analytics without collecting user data.
Keywords: artificial intelligence; content marketing; hyperpersonalization; digitalization of society; digital platforms; social media recommendation mechanisms; empathy; algorithmic bias; ethical boundaries.
Рр. 48 – 53
UDC 332.02
DOI: 10.24412/2071-3762-2026-7349-48-53
Formation of the Environmental Component of an Industrial City Brand: The Case of Chelyabinsk
Chernysheva Anna Mikhailovna,
PhD in Economics, Associate Professor, Associate Professor of the Department of Marketing, Peoples’ Friendship University of Russia named after Patrice Lumumba; 6 Miklukho-Maklaya St., Moscow, Russia
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https://orcid.org/0000-0002-9240-6619
Zabirova Saerabonu Dodardjonovna,
student, Patrice Lumumba Russian University of Peoples’ Friendship; 6 Miklukho-Maklaya St., Moscow, Russia
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The article is devoted to the development of a model for the formation of the environmental component of a city’s brand and the analysis of its application using the example of Chelyabinsk as an industrial center. The materials and methods include an analysis of scientific approaches to territorial branding, a comparison of the models by S. Anholt and D. V. Vizgalov, a study of official environmental, demographic, and urban planning statistics, and author’s modeling. As a result, it is substantiated that the environmental component should be considered not as a separate image element, but as an integral factor of trust, quality of life, tourist attractiveness, investment perception, and population retention. An important feature of the universal model of the city’s environmental brand component is its adaptation to Chelyabinsk, taking into account the city’s industrial specialization, natural potential, and recorded environmental changes. It is concluded that the environmental brand of an industrial city can only be sustainable if it is based on measurable results, open data, resident participation, the development of green areas, and coordinated communication from the government, business, and urban communities.
Keywords: city brand; territorial branding; environmental brand; industrial city; Chelyabinsk; environmental transformation; urban environment quality; urban identity; brand model; sustainable development.
Рр. 54 – 61
UDC 334.72, 347.19
DOI: 10.24412/2071-3762-2026-7349-54-61
Marketing Models for Positioning University Endowment Funds in Russia and Foreign Countries: A Comparative Analysis of the Institutional Environment and Trust-Building Practices
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
Yemelyanova Valeriya Yevgenevna,
Student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0000-1842-8345
Zadneprovskaya Ariana Olegovna,
Student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0005-0553-1630
The article examines the features of the marketing positioning of university endowment funds in various countries of the world through the prism of the institutional and legal environment of their functioning. Based on a comparative analysis of the models of the United States, the United Kingdom, China, Kazakhstan, Armenia, Saudi Arabia, and the Russian Federation, the relationship between government regulation, the level of development of academic philanthropy, and marketing strategies for attracting donors is identified. It is shown that the effectiveness of endowment funds is determined not only by the amount of accumulated capital and investment returns, but also by the ability to establish sustainable communications with graduates, businesses, and society. The article proposes a typology of marketing models for positioning university endowments and provides recommendations for developing Russian practices for creating a culture of donations.
Keywords: endowment fund; university marketing; academic philanthropy; fundraising; university brand; culture of donations; graduates; educational marketing; trust; positioning.
Рр. 62 – 66
UDC 339.138
DOI: 10.24412/2071-3762-2026-7349-62-66
Modern Approaches to Improving the Quality of Customer Service in Russian Banks
Shortsman Kristian Andreevich,
Postgraduate Student, Financial University under the Government of the Russian Federation; Moscow, Russia, 49 Leningradsky Prospekt
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https://orcid.org/0009-0008-9851-5470
The purpose of the study is to systematize modern approaches to improving the quality of customer service in the Russian banking sector in the context of digital transformation. The article examines the evolution of concepts from customer-centricity to human-centricity, key fintech tools (AI, BNPL services, personalization, and ecosystem approach), as well as empirical metrics that reflect changes in consumer loyalty and the structure of interaction channels. The scientific novelty of the work lies in identifying the patterns of transition to a human-centric model of banking services and developing a model for comprehensive assessment of a bank’s customer-centricity. The model, unlike its existing counterparts, integrates technological, service, behavioral, and financial parameters, which allows not only to assess the current level, but also to identify priority areas for growth, thereby providing a systematic view of the bank’s competitiveness. The study found that the quality of banking services is determined by the synergy of technological innovations and an empathetic human approach, and the proposed assessment model allows identifying priority areas for growth to improve competitiveness.
Keywords: customer-centricity; quality of banking services; fintech; digital transformation; customer experience; banking marketing.
Рр. 67- 78
UDC 339.138
DOI: 10.24412/2071-3762-2026-7349-67-78
A Systematic Approach to Creating a Media Mix in the Perfume and Cosmetic Market
Sheynina Maryana Alexandrovna,
PhD in Economics, Senior Lecturer at the Department of Advertising and Public Relations in the Media Industry, Moscow Polytechnic University; 38 Bolshaya Semyonovskaya st., Moscow, Russia
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https://orcid.org/0000-0002-9646-9473
Tuleeva Yulia Nikolaevna,
PhD in Economics, Associate Professor at the Department of Marketing and Brand Management at the Institute of Management of the Presidential Academy (RANEPA); 82 Vernadsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0005-7108-3012
Granson Lyubov Ivanovna,
Senior Lecturer at the Department of Integrated Communications at the Institute of Social Sciences of the Presidential Academy (RANEPA); 82 Vernadsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0007-8349-2694
The work is devoted to a comprehensive analysis of the advertising activity of perfumery and cosmetic brands in the media environment. The withdrawal of some foreign brands has freed up a niche for new players. A significant number of new brands, both domestic and foreign, have emerged with diverse price and product positioning, intensifying competition on the shelf. At the same time, major Russian and foreign brands that have been present on the market for a long time, including European brands that have partially retained their presence, continue to operate. Consumers are faced with a wide range of offerings. For players in a highly competitive market, the question of an optimally balanced media mix arises – an optimized combination of media channels working simultaneously on coverage, frequency, and cost reduction. At the same time, it is important to find the optimal ratio of image and product campaigns. The purpose of the study is a comprehensive analysis of the advertising activity of brands in the perfume and cosmetic market in Russia and the development of methodological recommendations for effective promotion in the media environment, which makes the study highly relevant for organizations in this industry. As a result of the study, the authors proposed a model of a “double communication funnel”, which is an effective way of organizing an advertising campaign both in the external media environment and on marketplaces for brands of the beauty category.
Keywords: media planning; promotion on marketplaces; media mix; promotion in digital media; retail media; beauty brands; communication efficiency; brand funnel; communication funnel; perfumery and cosmetic market.
Рр. 79 – 89
UDC 338.1
DOI: 10.24412/2071-3762-2026-7349-79-89
Regional Marketing Policy for the Development of Industrial Tourism in the Russian Federation: From Digital Diagnostics to Strategy
Savelieva Nadezhda Konstantinovna,
Doctor of Economics, Professor, Director of the Institute of Economics and Management, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0002-9497-6172
Shpengler Anna Vladimirovna,
PhD in Economics, Head of the Department of Tourism and Personnel Management, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/ 0000-0002-2846-4179
Veprikova Alevtina Aleksandrovna,
Postgraduate Student, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0002-9305-6753
Global digitalization of the tourism industry is actively gaining momentum and affecting almost all areas and industries. The development of industrial tourism is closely related to the need to use a range of digital services and solutions to promote the industry, analyze consumer behavior, and provide career guidance for young people. The formation of best practices necessitates a comparative analysis of digital solutions in different regions. The regional industrial tourism portal organizes all information about the companies that offer tours, providing tourists with comprehensive information about the time, location, and cost of the tour product. In some cases, it allows tourists to book a service and provides an overview of the territory’s industrial potential, investment attractiveness, and employment prospects in industrial enterprises. The authors have systematized data on the availability of digital portals and web pages in the regions of the Russian Federation and conducted a comparative analysis of regional practices based on key indicators of interaction with target users. The article focuses on analyzing the structural elements of industrial tourism portals and clustering regions into groups based on the success and complexity of digital solutions. The study will be of interest to tourist information centers, Russian regions that develop industrial tourism, and individual industrial enterprises.
Keywords: industrial tourism; digital portal; comparative analysis; factor analysis; region; socio-economic development strategy; tourism marketing.
Рр. 90 – 96
UDC 339.138
DOI: 10.24412/2071-3762-2026-7349-90-96
Theoretical Foundations of Forming a Marketing Strategy for a Manufacturing Company’s Branding: Determinants and Limitations of the Chinese Market
Wu Yanhua,
postgraduate, Rostov State University of Economics; 69 Bolshaya Sadovaya st., Rostov-on-Don, Russia
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The article is devoted to identifying and systematizing the key determinants and limitations of the PRC market, which determine the theoretical foundations for the formation of a marketing strategy for a manufacturing company’s branding. The study is based on a theoretical analysis and systematization of scientific literature. Comparative analysis (comparing Western and Chinese branding concepts) and classification methods, as well as conceptual analysis, are used. The article explores classical Western branding models and identifies their assumptions that limit their application in the PRC market. Five groups of determinants are identified: institutional, cultural and business, digital, economic, and behavioral. The article proposes a theoretical model that includes state-institutional, relational, and ecosystem-digital components. The identified determinants and limitations form the theoretical basis for classifying marketing strategies for branding manufacturing companies in China and can serve as a foundation for further empirical research.
Keywords: marketing strategy; branding; manufacturing company; digital ecosystem; brand identity; brand capital; China.
Рр. 97 – 104
UDC 339.138
DOI: 10.24412/2071-3762-2026-7349-97-104
Marketing of Partnership Relations as a Driver of Development for a Regional University (Using the Example of Rostov State University of Economics)
Asmus, Elena Vladimirovna,
applicant, Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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The article substantiates the need for a systematic marketing approach for regional universities in the context of demographic decline and digitalization. Using the example of Rostov State University of Economics (RINH), the authors analyze the university’s promotion practices, using content analysis, case studies, and selfsurvey data. Six interrelated levels of the university’s marketing system are identified: institutional partnership, digitalization of admissions, infrastructure implementation of cooperation, event activity, research activities, and internal marketing. It has been proven that the integration of these levels creates a synergistic effect, strengthening the university’s brand. The proposed algorithm and specific tools (omnichannel communications, grants for teachers, materialization of partnerships, etc.) can be useful to other universities to enhance their competitiveness.
Keywords: education marketing; regional university; Rostov State University of Economics; crosspromotion; socially responsible marketing; benchmarking; marketing communications; quality management system.
Рр. 105 – 111
UDC 339.138:004.6
DOI: 10.24412/2071-3762-2026-7349-105-111
Big Data in Consumer Segmentation and Demand Forecasting
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
Cherepanin Fedor Andreevich,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0003-1995-9983
The aim of the study is to develop a methodological approach to using big data for consumer segmentation and demand forecasting in a marketing analysis system. The research methods include analyzing scientific literature, systematizing digital sources of consumer data, conducting a comparative analysis of segmentation methods, and modeling an integral indicator of the predictive value of a consumer segment. The analysis showed that digital data can be effectively used not only to describe existing groups of customers but also to assess their potential contribution to future demand. The article proposes a model for using big data, which is based on the SDPI index. It is precisely thanks to its use that it becomes possible to rank customer groups and directly predict demand. The practical significance of the study lies in the fact that companies can use the proposed approach to improve the accuracy of marketing decisions, personalize offers, and reduce the risks associated with product planning.
Keywords: big data; consumer segmentation; demand forecasting; marketing analytics; consumer digital profile; behavioral analytics; machine learning; personalization; consumer demand; digital marketing.