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Рр. 4 – 12
UDC 339
DOI: 10.24412/2071-3762-2026-9351-4-12
Methodology for Planning and Evaluating a Digital Marketing Strategy in a University’s Career Guidance Activities
Bozhuk Svetlana Gennadievna,
Doctor of Economics, Professor, Professor of the Higher School of Service and Trade at the Institute of Industrial Management, Economics, and Trade, Peter the Great St. Petersburg Polytechnic University; 29 Politekhnicheskaya St., St. Petersburg, Russia
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https://orcid.org/0000-0002-8179-5882
Kulishova Elena Alekseevna,
postgraduate student, Peter the Great St. Petersburg Polytechnic University; 29 Politekhnicheskaya St., St. Petersburg, Russia
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https://orcid.org/0000-0002-2423-8609
The article is devoted to the pressing issue of the lack of a strategic marketing approach to planning and assessing the effectiveness of career guidance at universities in the digital environment. The aim of the article is to develop a planning methodology and systematize metrics for assessing the effectiveness of a university’s digital marketing strategy in career guidance activities. As practical tools for planning a university’s digital marketing strategy, it is proposed to use an assortment matrix, a conceptual career trajectory model, and a career guidance funnel model, developed based on theoretical and practical research in the field of career guidance. For a campaign to promote a career guidance product, SMART objectives are formulated depending on the target audience, and then they are decomposed by type of space. The following metrics are proposed to assess the effectiveness of the strategy: direct traffic to the website, branded search traffic, social media reach, share of voice (SoV), conversion rate (CR), customer retention rate (CRR), churn rate (ChR), purchase frequency (PF), repeat purchase frequency (RPR), customer lifetime value (LTV), customer loyalty level (NPS), mentions in social media and media.
Keywords: digital marketing of a university; marketing strategy; university digital marketing strategy; career guidance; SAVE model; marketing aspect of career guidance; user journey map; career trajectory; RACE career guidance funnel.
Рр. 13 – 22
UDC 339.138
DOI: 10.24412/2071-3762-2026-9351-13-22
Integrated Marketing Information in the Strategies of an Engineering Holding Company
Builova Daria Olegovna,
Senior lecturer, Marketing Department, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya St., Moscow, Russia
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The article examines the problem of forming integrated marketing information within the strategy of a large machine-building holding. The aim of the study is to develop a model of an integrated marketing information system that ensures the transformation of market, customer, product, service, production and technological, brand, and external environmental data into an analytical foundation for corporate strategy. The methodological basis consists of content analysis of scientific publications, comparative analysis of Russian and foreign approaches, structural and functional analysis of the holding’s management levels, and modeling of gaps between the marketing and organizational circuits. Analytical, product, service, digital, brand, and external environmental gaps have been identified. The author’s model is substantiated; it reveals marketing information as a mechanism for the strategic filtering of market demand through resource, service, production, brand, and external environmental constraints.
Keywords: marketing information; marketing analytics; machine-building holding; corporate strategy; industrial marketing; B2B market; product policy; service strategy; brand architecture.
Рр. 23 – 29
UDC 339.138
DOI: 10.24412/2071-3762-2026-9351-23-29
A Matrix-based Approach to Selecting a Company’s Marketing Strategy, Based on an Assessment of Its Marketing-analytical Maturity and Strategic Customer Orientation
Germanchuk Alla Nikolaevna,
Doctor of Economics, Associate Professor, Professor of the Department of Marketing Management, Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky; 31 Shchorsa, st., Donetsk, Russia
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https://orcid.org/0000-0002-2510-7838
Biryuchenko Elizaveta Andreevna,
Senior Lecturer, Department of Marketing Management, Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky; 31 Shchorsa, st., Donetsk, Russia
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https://orcid.org/ 0000-0002-2174-5592
The article is devoted to the study of marketing and analytical maturity and strategic customer orientation of enterprises as interrelated characteristics that determine the choice of marketing strategy. The scientific novelty of the study lies in the development of a matrix?based approach to selecting a company’s marketing strategy, based on a comprehensive assessment of the level of marketing and analytical maturity and strategic customer orientation. The paper develops a system of criteria for assessing marketing and analytical maturity and strategic customer orientation, proposes an interval scale for determining the levels of their development, and develops a matrix for selecting a marketing strategy. Based on the research results, a typology of enterprises was developed based on the levels of marketing and analytical maturity and strategic customer orientation; marketing strategies corresponding to each type were identified, and measures for their implementation were substantiated.
Keywords: marketing analytics; marketing and analytical maturity; strategic customer orientation; marketing strategy.
Рр. 30 – 34
UDC 339.138
DOI: 10.24412/2071-3762-2026-9351-30-34
The Transformation of Professional Capital into a Lawyer’s Personal Brand
Guziy Svetlana Petrovna,
applicant, Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0005-2402-241X
The article is devoted to the theoretical substantiation of the transformation of a lawyer’s professional capital into their personal brand. The aim of the study is to identify the conditions that determine the ability of individual professional assets to contribute to the formation of a personal brand. To achieve this aim, comparative and structural-logical analysis, conceptual synthesis, and matrix modelling were used. The paper distinguishes between professional capital as an initial resource and personal brand as the result of the sustained perception of a specialist’s characteristics by the target audience. The concept of the conversion potential of professional capital is introduced; it characterizes the ability of individual assets to be transformed into characteristics perceived by the audience. The conditions for such transformation have been identified: market relevance, demonstrability, recognizability, and communicative feasibility. It has been substantiated that it is advisable to begin building a personal brand by conducting an audit of professional capital and selecting assets that are significant for a specific target audience. It has been shown that the choice of communication and information technologies should be a final, rather than an initial, decision and should be made taking into account resource adequacy. The practical significance of the model lies in the possibility of pre-selecting professional assets and identifying the limitations on their transformation into a lawyer’s personal brand.
Keywords: personal brand; professional capital; lawyer; professional services; conversion potential; market relevance; information asymmetry; personal branding; communications; target audience.
Рр. 35 – 40
UDC 339.138
DOI: 10.24412/2071-3762-2026-9351-35-40
A study of Russian Healthcare Workers’ Attitudes Towards Domestic Medical Devices (“Trust Monitoring-2025”)
Zuenkova Yulia Aleksandrovna,
PhD in medical, DBA, Associate Professor of Marketing and branding Department. Russian State University for the Humanities; 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/0000-0002-3660-0476
Pratusevich Viktor Roaldovich,
PhD in Physical and Mathematical, Associate Professor at the Department of Integrated Marketing Communications; Russian State University for the Humanities; 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/0000-0003-4357-9254
Samsonov Yuri Vladimirovich,
Head of the Medical Care Coordination Department, Federal State Budgetary Institution «National Medical Research Center of Radiology» of the Ministry of Health of the Russian Federation; 51, 3rd Parkovaya St., Moscow, Russia
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https://orcid.org/0000-0002-2971-5873
Haddad Bashar Dzhikhadovich,
Lecturer, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0002-7586-6904
The article is devoted to a study of how Russian medical professionals perceive domestic medical products. The aim is to monitor and identify the structural features of medical professionals’ trust in the quality, safety, reliability, usability, and innovation of domestic medical products. The set goal is driven by the insufficient level of import substitution in the medical industry, which, according to the authors, is also linked to the low level of users’ trust in domestic medical equipment. The study involved a survey that covered a wide range of medical institutions of different types of ownership and specializations. A total of 311 respondents participated in the survey, including managers, practicing doctors, nursing staff, and other categories of medical workers. It was found that the level of trust among medical workers in domestic medical products is 2.99 points out of 5 possible. Many doctors rate the quality, safety, and usability of domestic products moderately positively, while the assessment of innovative characteristics is significantly lower. The results of the study can be used by government bodies and the business community to develop strategic decisions and monitor the effectiveness of campaigns to promote domestic brands.
Keywords: trust monitoring; branding; domestic brand; medical devices; import substitution; technological sovereignty; medical industry.
Рр. 41 – 49
UDC 339.13
DOI: 10.24412/2071-3762-2026-9351-41-49
Transformation of Market Segmentation Technology in the Online Environment Using Yandex.Metrica
Karasev Aleksandr Pavlovich,
PhD in Economics, Associate Professor, Associate Professor, Department of Management and Humanities, Financial University under the Government of the Russian Federation; Yaroslavl Branch, 12a Kooperativnaya St., Yaroslavl, Russia
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https://orcid.org/0000-0001-5148-973X
The article examines the transformation of market segmentation technology in the context of the spread of the Internet and the development of software. It is noted that in online marketing, information for segmentation is increasingly collected using web analytics services, in particular Yandex Metrica. The author identifies the advantages and disadvantages of web analytics as a type of marketing observation, as well as the specific features of using Yandex Metrica as the most popular domestic service. Market segmentation is considered from two perspectives: as an analytical procedure and as a management decision. It has been shown that in a digital environment, the segmentation procedure becomes significantly simpler: the analytical component weakens, and the focus shifts to making and implementing tactical marketing decisions. The reasons for this transformation, its advantages and disadvantages, as well as the conditions for its effective application, have been substantiated. A matrix for classifying types of digital segmentation has been proposed, distinguishing between segmentation at one and two consecutive stages of the sales funnel, as well as extensive and intensive approaches. A practical example of redistributing the advertising budget of an online store based on digital segmentation has been provided. It is concluded that digital segmentation does not replace the traditional procedure but complements it, since the former is tactical in nature, while the latter is strategic.
Keywords: market segmentation; segmentation criteria; segment selection criteria; web analytics; Yandex.Metrica; digital marketing.
Рр. 50 – 57
UDC 338.2
DOI: 10.24412/2071-3762-2026-9351-50-57
Methodological Approach to Developing Measures to Influence the Purchasing Behavior of Residential Real Estate Consumers
Kmet Elena Borisovna,
PhD in Economics, Associate Professor of Marketing and marketing and Logistics Department, Vladivostok State University; 41 Gogol Str., Vladivostok, Russia
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httрs://orсid.org/0000-0001-9014-8153
The article is devoted to the development of a methodological approach to formulating measures aimed at influencing the purchasing behavior of consumers of primary residential real estate. The relevance is due to the transformation of the regional market, the imbalance between supply and demand, and changes in mortgage terms. The goal is to develop an approach based on customer journey maps (CJM). General scientific and qualitative methods were used: 20 in-depth Jobs to Be Done interviews with the segments “Private customer” and “Investment customer” (2026). The theoretical basis is the CJM consisting of seven layers: goal, actions, contact points, emotions, expectations, barriers, and opportunities for improvement. The key hypothesis and five additional hypotheses were tested. Journey maps were created for two segments, and expectations and barriers were identified. Using the example of a developer in the Primorsky Territory, an annual set of measures was developed across nine areas, and the budget and ROMI were calculated. The novelty lies in refining the structure of consumer journey maps for residential real estate. The results are practically significant for regional developers.
Keywords: purchasing behavior; customer journey maps; Customer Journey Map; CJM; elements of customer journey maps; residential real estate market; in-depth interviews.
Рр. 58 – 65
UDC 332.13
DOI: 10.24412/2071-3762-2026-9351-58-65
The Marketing Potential of Moscow’s Creative Clusters: Integrating Historical Heritage and Digital Innovations
Kudryashov Vadim Sergeevich,
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/0000-0002-5075-5247
The article is devoted to the study of the role of creative clusters as a strategic tool for transforming urban spaces in the context of globalization and digitalization. Using the example of Moscow clusters (ZIL, Winzavod, Artplay, Design Factory, Krasny Oktyabr), the article analyzes their multifaceted impact on the socio-economic development of territories. The author identifies the key functions of clusters: economic activation through job creation and attracting investment, the formation of a unique identity through the synthesis of historical heritage and modern practices, digital communication with the audience, and the strengthening of social ties through event-based integration. Special attention is paid to challenges such as rising rents, the fragmentation of communication between residents, and insufficient digitalization. Solutions are proposed to overcome these challenges, including the introduction of grant programs, the development of hybrid online–offline formats (AR applications, virtual tours), and the enhancement of historical storytelling. The practical significance of the study lies in the development of recommendations for balancing commercial and cultural objectives, which contributes to the preservation of architectural heritage and the formation of new cultural narratives in the urban environment.
Keywords: creative clusters; urban development; digitalization; historical heritage; territory marketing; sustainable development; social integration; post-industrial spaces; cultural narratives.
Рр. 66 – 71
UDC 339.138-027.45
DOI: 10.24412/2071-3762-2026-9351-66-71
Brand Positioning of Research Companies in the Market of Marketing Research for Industrial Products (B2B)
Petrov Igor Mikhailovich,
Doctor of Technical Sciences, General Director of Research Group Infomine LLC; 4 Pevchesky lane, Moscow, Russia
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https://orcid.org/0009-0008-8516-4069
Magazanik Dmitry Vladimirovich,
PhD in Engineering, Head of Department, Market Research Department, JSC Roskhim; 23 Tarasa Shevchenko Embankment, Moscow, Russia
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Petrov Sergey Igorevich,
Master’s student, Patrice Lumumba Peoples’ Friendship University of Russia; 6 Miklukho-Maklaya St., Moscow, Russia
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The article examines the current state and development trends of the Russian market for marketing research of industrial products (b2b), as well as the theoretical and practical aspects of shaping the brand positioning of research companies in the context of intensifying competition. A classification of the main groups of market players is provided, the dynamics of prices for custom research are shown, and the factors of the competitive and macro environment are analysed. Using the example of the Infomine research group, the approach to segmenting the target audience, identifying the key attributes that influence customers’ choice of a service provider, and refining the brand’s price and creative positioning is demonstrated. It is concluded that, given the stagnation of the industry and the growing competitive pressure from artificial intelligence technologies, positioning becomes the main tool for retaining the premium market segment.
Keywords: brand positioning; marketing research; b2b market; industrial marketing; competitive environment; market segmentation; branding of research companies.
Рр. 72 – 75
UDC 339.138
DOI: 10.24412/2071-3762-2026-9351-72-75
A Digital Twin of a Territory as a Tool for Regional Marketing of Creative Industries
Star Igor Anatolyevich,
PhD in Technical, Associate Professor at the Department of Entrepreneurship and Logistics, Public Relations and Design, Plekhanov Russian University of Economics; 36, Stremyanny lane, Moscow, Russia
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https://orcid.org/0000-0003-1505-7408
The interaction between creative entrepreneurs and regional and, especially, municipal authorities in Russia is often formal in nature: officials work “for the sake of checking a box,” subsidies come with conditions that make them inaccessible, and communication channels through business associations do not ensure widespread connectivity. At the same time, most creative projects do not have a physical premises – their founders work from home, from an apartment, without a sign or a “usable address.” Using the example of the All-Russian competition “Cup of Creative Business Projects” (the 2024 pilot was focused on the Moscow Region), the author’s concept of CityPoint XR is presented using the Double Diamond, Jobs to Be Done, and Customer Journey Map methodologies. A comparative analysis of ten cases of digital twins of cities from 2024–2026 was carried out. A solution with two types of project anchoring is proposed: real points on the map (for those who have premises) and a “virtual cloud” at the regional level (for everyone else). This digital twin is not focused on reporting to the authorities, but on entrepreneurs themselves – as a tool for interregional promotion and finding partners. An example is given of Kolomna (the “Kolomenskaya Pastila” project), where a creative project reshaped the entire city over 5–6 years, but for this, all parties lacked a unified spatial visualization. It is suggested that regional authorities could use a digital twin to identify growth points, but the success of such a tool depends on its acceptance by the business community itself. It is noted that interaction problems are not resolved quickly and not through a single “established connection” – each party has its own interests. Recommendations have been formulated for business associations: a digital twin of a territory is not an IT project for the sake of reporting, but a phygital showcase where every project gains visibility regardless of whether it has an office.
Keywords: regional marketing; creative industries; digital twin of a territory; virtual cloud; phygital promotion; Cup of Creative Business Projects; Kolomna; municipal barriers; Jobs to Be Done.
Рр. 76 – 81
UDC 339.138
DOI: 10.24412/2071-3762-2026-9351-76-81
An Integral Indicator for Assessing the Effectiveness of Marketing Plans of Oil Companies Operating in the Lubricants Market
Savinova Elena Valeryevna,
Postgraduate student, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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Nikishkin Valery Viktorovich,
Doctor of Economics, Professor of the Marketing Department, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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The article examines how to improve the effectiveness of marketing planning for oil companies in the lubricants market under conditions of a turbulent external environment. The goal is to develop an adaptive approach and a comprehensive model for assessing strategic and operational marketing plans. An algorithm for flexible planning based on monitoring, proactive adaptation, and feedback is proposed. The integral indicator model takes into account qualitative (market potential, SWOT, PEST, Porter’s forces) and quantitative (gross profit, NPV, PP, ROMI) indicators, a three?point scale, and efficiency ranges. Testing in an industrial company yielded 22 points for the strategic plan and 2,95 for the operational plan. Results: sales growth of 27%, gross profit growth of 20%, market share growth of 1.5%, and overfulfillment of the business plan by 33%. The conclusion is that the proposed toolkit is appropriate for enhancing companies’ sustainability and competitiveness.
Keywords: adaptive marketing planning; oil companies; lubricant market; integral performance indicator; qualitative and quantitative assessment methods; strategic marketing plan; operational marketing plan.
Рр. 82 – 86
UDC 339.138
DOI: 10.24412/2071-3762-2026-9351-82-86
Marketing of Nuclear-city Territories: Creating a Unified Architectural Appearance and Visual Identity
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
Voronov Alexander Alexandrovich,
Doctor of Economics, Associate Professor, Professor of the Department of Logistics and Commercial Work, Emperor Alexander I St. Petersburg State Transport University; 9, Moskovsky Prospekt; St. Petersburg, Russia
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https://orcid.org/0000-0001-8505-7345
Ryabyshev Mikhail Vasilyevich,
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
The article examines the problem of Russian nuclear cities losing their unified architectural appearance and visual identity, which were established during centralized design. It is noted that diverse building styles, standard commercial architecture, and the fragmentation of public spaces weaken the recognizability of the cities where Rosatom operates and reduce their appeal as places to live, especially for young people. The aim of the work is to develop and justify a design solution for restoring the unified appearance of public spaces in nuclear cities by equipping parks, squares, and embankments with small architectural forms made of fiber-reinforced concrete in an atomic-style design. The paper proposes models of benches, trash bins, flower beds, bike racks, lanterns, and entrance areas featuring the symbolism of the peaceful atom. The advantages of fiber concrete (strength, resistance to vandalism, frost resistance, moisture resistance, fire safety) and the socio-economic effects are substantiated: increased recognizability of atomic cities, reduced staff outflow, increased investment and tourism attractiveness, and the formation of a unified corporate image. It has been concluded that the costs of producing and installing such forms are not comparable to the socio-cultural and economic effects, and the project aligns with Rosatom’s strategic priorities and the principles of sustainable development.
Keywords: nuclear cities; unified architectural appearance; small architectural forms; fiber concrete; public spaces; urban environment; territory identification; landscaping; Rosatom; sustainable development.
Рр. 87 – 92
UDC 331.522; 332.14
DOI: 10.24412/2071-3762-2026-9351-87-92
Employer Branding Models as a Factor in Attracting Labor Resources to the Region
Zhuikova Daria Maratovna,
student, Russian Presidential Academy of National Economy and Public Administration, Vladimir branch, 59a Gorkogo st., Vladimir, Russia
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https://orcid.org/0009-0009-0345-3228
Makarov Pavel Yurievich,
Doctor of Economics, Associate Professor, Professor of the Department of Management, Russian Presidential Academy of National Economy and Public Administration, Vladimir branch; 59a Gorkogo st., Vladimir, Russia
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https://orcid.org/0000-0001-8110-2487
The article presents an approach to identifying employer branding models as a factor in attracting labor resources to the region. The study is based on a three-level employer brand model, operationalized for analysis using data from open sources. Based on this, a case analysis was conducted on a sample of ten leading enterprises in the Vladimir Region. As a result, three employer branding models were identified: systemic HR brands, technology-oriented enterprises with passive communications, and traditional enterprises with a minimal brand. In the context of the regional labor market, the first two create “attraction points” for external specialists, while the latter is more focused on the local audience. The novelty of the approach lies in adapting the multiple case study method to study employer branding using a regional sample, which made it possible to identify patterns and link employer branding practices to issues of regional development.
Keywords: employer brand; employer value proposition; attracting labor resources; regional labor market.
Рр. 93 – 99
UDC 339.138
DOI: 10.24412/2071-3762-2026-9351-93-99
Managing the Relevance and Intensity of Digital Marketing Communications
Shkil Nikolaj Sergeevich,
applicant, Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0009-1667-1443
The article examines the problem of relevant cumulative effects in digital marketing communications under conditions of technical saturation. The relevance is due to the contradiction between the growing capacity to produce and distribute content and the consumer’s limited ability to perceive additional influences. The goal is to provide a theoretical justification for the principle of relevant cumulative effects and to establish the foundations for an empirical assessment of the relationship between relevance, intensity, and the effectiveness of successive contacts. The methodological framework includes analysis, theoretical integration, classification, conceptual modeling, and synthesis of scientific and industry sources. A five-component structure of digital contact relevance is proposed (substantive, contextual, channel-based, temporal, and intensity-based); the concepts of communication saturation and effective communication scale are introduced. It is shown that the object of optimization should be a sequence of relevant influences within the effective communication scale, rather than maximizing the number of contacts, personalization, or a single metric. The article is of a conceptual and analytical nature; the next stage is the operationalization of the model and its testing on actual sequences of digital contacts.
Keywords: digital marketing communications; relevance; cumulative effect; personalization; communication intensity; saturation effect; marginal effectiveness; effective communication scale; customer journey; artificial intelligence.