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Рр. 4 – 12
UDC 339.138
DOI: 10.24412/2071-3762-2026-10352-4-12
Multilevel Segmentation of the Global Market for Digital Platforms of Personalized Professional Learning
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
Naumov Denis Vladimirovich,
PhD inTechnical Sciences, First Vice-Rector, Yaroslavl State Technical University; 88 Moskovsky Prospekt, Yaroslavl, Russia
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https://orcid.org/0009-0007-2134-5816
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
The article examines the structure of the global market for digital platforms offering personalized professional training. The aim of the study is to develop a multi-level segmentation model that overcomes the limitations of the traditional division of the market into B2C, B2B, B2B2C and B2G circuits. The information base consists of open international data from 2024–2026, including materials from the World Economic Forum, the OECD, the International Labour Organization, UNESCO, public reports from global platforms and scientific studies on adult education. It has been shown that the transactional framework describes the method of financing and managing learning, but does not form a homogeneous segment. A model is proposed that combines the institutional-transactional framework, the task of transforming competencies, the learner’s participation profile, and the mode of outcome validation. Based on this, eight transnational archetypes of demand are identified. The novelty of the study lies in shifting the segmentation unit from an unchanging consumer category to the situation of professional and educational demand.
Keywords: market segmentation; digital educational platform; personalized professional training; adult education; micro-qualifications; professional development; retraining.
Рр. 13 – 19
UDC 339.13
DOI: 10.24412/2071-3762-2026-10352-13-19
Analysis of the Visual Perception Mechanism of Mobile Banner Advertising
Ahmetova Anastasiya Igorevna,
Master of Design, employee of the PR and fundraising department of the Charitable Center «I Believe in a Miracle»; 10, Pobedy Square, Kaliningrad, Russia
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https://orcid.org/0009-0006-1776-8472
Yanchus Viktor Edmundasovich,
PhD in Technical Science, Associate Professor at the Civil Engineering Institute, Peter the Great St. Petersburg Polytechnic University; 29 Politekhnicheskaya St., St. Petersburg, Russia
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https://orcid.org/0000-0001-7220-0819
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
The article presents the results of an experimental study of the perception of static mobile banner advertising, the relevance of which is due to the growth of mobile traffic and competition for user attention. The goal is to identify the factors that influence the visibility and effectiveness of advertising messages. Sixty participants took part in the laboratory experiment using the SMI RED 250 eye?tracking system. The study examined the influence of banner format (1/6, 2/6, and 4/6 of the screen), context, structure (text, text with a photo, text with an illustration), and font type (grotesque, handwritten) on the correctness of responses and the time spent viewing the stimulus. Data were processed using a multifactorial ANOVA analysis. It was found that format and structure have a statistically significant independent effect on the correctness of responses, while font and context show an effect only in combination with other factors. Based on the data, a mechanism for the perception of mobile banner advertising is formulated, including the stages of content discovery and study, and practical recommendations for optimizing banner design and placement are proposed. The results can be useful in marketing and in the field of human-computer interaction.
Keywords: mobile advertising; advertising banner; visual perception; user attention; eyetracking technology; interface perception factors; advertising effectiveness.
Рр. 20 – 24
UDC 339.138:796:378
DOI: 10.24412/2071-3762-2026-10352-20-24
A Marketing Model for Fostering Students’ Loyalty to Sports Organizations Based on Digital Communications and Engagement Data
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
Bondarenko Vasilisa Alekseevna,
Student, Russian Biotechnological University, 11 Volokolamskoye Shosse, Moscow, Russia
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https://orcid.org/0009-0004-6598-8192
The article examines the problem of assessing students’ loyalty to sports organizations in the context of digitalized communications. The goal is to develop a marketing model for a comprehensive assessment of student engagement and loyalty based on digital and behavioral data. The methodology presents loyalty as a sequential process consisting of the following stages: digital contact, engagement, conversion to participation, repeated participation, referral activity, and loyalty. For quantitative assessment, a weighted integral index of students’ marketing loyalty (IML) has been proposed, combining the relevant coefficients with weights of 0.10; 0.15; 0.20; 0.30; and 0.25. The methodology was tested using a model example involving the interaction of 5,000 students with the World Class fitness club network between February and June 2026 via three channels: VKontakte, Telegram, and e-mail. The highest index was obtained for Telegram (0.487) despite having a smaller reach than VKontakte (0.445); the email newsletter showed the lowest result (0.366). This indicates that the size of the audience does not determine the effectiveness of the channel: the key factor is converting contact into actual participation and maintaining students’ interest. The model’s limitations are noted: direct measurement of the emotional component of loyalty is not provided, and multi-channel attribution is not taken into account. The practical significance lies in the possibility of applying the model by university sports clubs and student leagues to compare channels and assess the effectiveness of communications.
Keywords: sports marketing; digital communications; engagement; loyalty; sports organizations; marketing model; loyalty index.
Рр. 25 – 28
UDC 339.138
DOI: 10.24412/2071-3762-2026-10352-25-28
Gamification Tools in the Brand-consumer Interaction System
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Tuaeva Elizaveta Leonidovna,
student, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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https://orcid.org/0009-0000-3268-7650
Koshel Vladimir Andreevich,
PhD of philosophy, Associate Professor, Associate Professor at the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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https://orcid.org/0000-0003-3980-6856
Salabutin Semyon Vadimovich,
Applicant of the Department of Management and Marketing, Belgorod State National Research University; 85 Pobedy St., Belgorod, Russia
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The article examines the transformation of gamification from a one-time promotional tactic into a systemic tool of brands’ communication strategy in the Russian B2C market. The aim of the study is to identify what changes in consumer behavior and the market environment have led to this consolidation. The methodological basis consists of an analysis of scientific publications and a comparative analysis of three open cases: “Plus City” (Yandex), “Treasure Shop” (Pyaterochka), and “Beauty Tamagotchi” (Golden Apple). The authors identify six factors that contribute to the systemic consolidation of gamification: banner blindness and the struggle for attention; a shift in demand from goods to experiences; the gadgetization of the population; a generational shift (the maturation of Generation-Z); the proven economic effectiveness of game mechanics; trends for 2025–2026 (phygital formats and integration into everyday digital services). A comparative analysis of cases shows that, despite the general logic of engagement, the strategic role of gamification varies depending on the company’s business model – from integration into the service ecosystem to becoming the core of a loyalty program. Based on the results, practical recommendations have been formulated: to define the strategic role before choosing the mechanics, to link game progress to real actions and value for the consumer, to build an emotional connection through the character and seasonality, to develop a phygital format and AI-based personalization, to maintain a balance between monetization and trust, and to evaluate effectiveness using measurable indicators. The limitations of the tool are noted – the risk of a sense of manipulation due to excessive monetization and the need for a transparent personal data processing policy. It is concluded that further research into gamification in the context of phygital formats, AI personalization, and integration into messengers is promising.
Keywords: gamification; consumer engagement; brand communications; loyalty program; retail; game mechanics; digital marketing.
Рр. 29 – 35
UDC 339.138
DOI: 10.24412/2071-3762-2026-10352-29-35
Wholesale and Retail Markets and Their Role in Ensuring Food Security and Stabilizing Food Prices: Domestic and Foreign Experience
Suray Natalya Mikhaelovna,
PhD in Technical Sciences, Associate Professor of the Department of Advertising, Public Relations and Design, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
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https://orcid.org/0000-0001-6219-4363
Parkhomenko Nikita Sergeevich,
master’s student, Public Relations and Design, Plekhanov Russian University of Economics; 36 Stremyanny Lane, Moscow, Russia
рoroh700@yаndeх.ru
The article examines the role of wholesale and retail markets in ensuring food security and stabilizing food prices. The authors argue that food security is not limited to the volume of national production and requires stable physical and economic access to safe food products for the population in all regions. The mechanisms of influence of market intermediaries are revealed: concentration of batches, storage, sorting, interregional redistribution, reduction of transaction costs, formation of price information, and reduction of information asymmetry. Based on data from Rosstat, FAS, FAO, Eurostat, USDA, the National Bureau of Statistics of China, and Mercasa/Mercamadrid reporting, a comparative institutional analysis of Russian practices for 2023–2026 and the models of Spain, the USA, China, and the EU/OECD was carried out. The discrepancy between the high level of self-sufficiency in basic products and the noticeable inflation and seasonal volatility of consumer prices is demonstrated. Foreign solutions have been identified: public wholesale infrastructure with private competition (Spain), standardized market reporting (USA), high-frequency monitoring of wholesale prices (China), and control of market power (EU, OECD). The directions for the development of the Russian distribution system have been substantiated: a network of key wholesale and distribution centres, a unified price information framework, expanding farmers’ and cooperatives’ access to organised distribution channels, and digital traceability of product batches. It has been concluded that the combination of an organized wholesale infrastructure, competitive access, price monitoring, and competition control reduces the risks of local shortages and excessive price volatility without the need for administrative price setting.
Keywords: food security; wholesale market; retail market; food prices; distribution infrastructure; competition; logistics; price monitoring; foreign experience.
Рр. 36 – 43
UDC 339.5
DOI: 10.24412/2071-3762-2026-10352-36-43
Platform Adaptation of Derivative Marketing Materials for the International Promotion of Animated Products
Rubailov Nikita Nikolaevich,
Postgraduate student, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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https://orcid.org/0009-0007-5487-6701
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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Sanamyan Elena Igorevna,
PhD in Economics, Associate Professor of the Department of Marketing, Plekhanov Russian University of Economics; 36 Stremyanny Pereulok, Moscow, Russia
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https://orcid.org/0009-0003-2525-2554
The article examines the international promotion of animated products in a digital platform environment. The relevance is due to the fact that platforms set the rules for presenting and algorithmically distributing content, which creates a contradiction between the dependence of marketing on their requirements and the insufficient development of theoretical provisions regarding the adaptation of materials. The aim is to clarify the content of platform-based adaptation of derivative marketing materials and to develop a model for managing this process. The methodological basis is analysis and synthesis, comparative and structural-functional analysis, classification, and theoretical modeling. The scientific novelty lies in the substantiation of platform adaptation as an independent area of management decisions, its differentiation from territorial, cultural and linguistic adaptation, and technical formatting, as well as in the development of a two-circuit model that combines the diagnosis of platform-territorial conditions and management decisions regarding the composition and scope of changes. It is concluded that platform adaptation is a cyclical process of managing marketing materials, rather than a set of technical operations. The model is conceptual in nature and can serve as a methodological basis for the international promotion of animation projects.
Keywords: animation products; international marketing; digital platforms; marketing materials; platform adaptation; localization; marketing management.
Рр. 44 – 52
UDC 339.138:615.47
DOI: 10.24412/2071-3762-2026-10352-44-52
Bringing a Medical Device to a Developing Market: Segmentation and Training of Doctors
Kudinov Dmitrii Sergeevich,
Country Leader at EIMEA North at Embecta Corporation, Moscow, Russia; Member of the Board of Advisors, MQS Hungary Kft, Budapest, Hungary
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https://orcid.org/0009-0000-1656-7827
The article is devoted to the introduction of a high?tech medical device to an emerging market. Based on a retrospective analysis of the project to bring polypropylene mesh implants to the Russian market (2010–2011), it is shown that the roles of the purchaser and the user are separated: the institution pays for the purchase, while the decision on the use is made by the doctor. Hence, the main thesis is that the primary criterion for segmentation should not be the institution’s solvency, but the state of the clinical practice adopted in it, which determines the length of the path to mastering the device. The novelty of the work consists of three elements: segmenting institutions based on the state of accepted practice and procurement potential, a procedure for restoring market parameters in the absence of industry statistics, and justifying the training of doctors as a measurable channel for conversion rather than a cost item. It has been shown that institutions with mastered techniques and sufficient procurement potential receive priority, whereas the highest solvency does not in itself confer priority. The result of the training is proposed to be measured by the number of institutions that have switched and the retention of the transition, rather than by the reach of the audience. Segmentation is combined with a stage-based withdrawal model: the first steps are carried out for the market as a whole, while building channels, reimbursement conditions, and post-market monitoring are carried out separately for groups of institutions.
Keywords: medical device marketing; market segmentation; emerging markets; product launch; technology adoption; adoption curve; professional training for doctors; purchasing behavior; industrial marketing; opinion leaders.
Рр. 53 – 59
UDC 332.14
DOI: 10.24412/2071-3762-2026-10352-53-59
Theoretical Prerequisites for Forming the Concept of an Urban District in Territorial Marketing
Kulikova Elena Sergeevna,
Doctor of Economics, Professor of the Department of State and Municipal Administration, Ural State University of Economics; 62/45, 8 Marta Street, Yekaterinburg, Russia
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https://orcid.org/0000-0003-4924-9707
Molokova Anna Alekseevna,
Assistant Professor of the Department of State and Municipal Administration, Ural State University of Economics; 62/45, 8 Marta Street, Yekaterinburg, Russia
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https://orcid.org/0009-0005-8298-8677
The article is devoted to identifying the theoretical prerequisites for the formation of the concept of an urban district in territory marketing. The relevance of the study is due to the increasing complexity of intra-urban space, the growing local identity, and the growing role of district communities in the development of major cities. The methodological basis consists of a dialectical approach, historical-logical analysis, systematization, and theoretical synthesis. The positioning of the territory is substantiated simultaneously in both objective and subjective aspects. It is shown that an urban district retains its institutional integration into the city system, but it has local specificity, a specific composition of stakeholders, and collective subjectivity. Based on a synthesis of the evolution of general marketing, scientific concepts of territory, and territory marketing, the administrative district of a large city is justified as an independent level of territory marketing, and its author’s definition is proposed. The obtained results expand the conceptual framework of territory marketing and can serve as the basis for further conceptualization of the urban district, the development of a methodology for its marketing analysis, and the identification of mechanisms for the interaction of local actors.
Keywords: territory marketing; urban district; evolution of general marketing; object-subject nature of territory.
Рр. 60 – 66
UDC 339.138
DOI: 10.24412/2071-3762-2026-10352-60-66
Managing the Availability of Perishable Goods on the Shelf in a Retail Chain
PDF(RUS) >>
Shogenov Anatoliy Sultanovich,
Master’s student, Graduate School of Business, National Research University “Higher School of Economics”; 26 Shabolovka St., Moscow, Russia; Category Management Director, LLC “Novye Fermy” (Damate Group)
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https://orcid.org/0009-0005-0497-8078
The article is devoted to managing the availability of perishable goods on the shelves of retail chain stores. The aim of the study is to develop a procedure for selecting measures for a specific combination of SKU ? store and checking their implementation. The methodological basis consists of ten publications on shelf space, the accuracy of inventory records, and the management of perishable stock. A procedure is proposed that combines diagnostics of actual stock levels and accounting errors, calculation of sales pace taking into account the remaining shelf life and the minimum order quantity, a decision matrix for stock and display, as well as monitoring implementation and assessing the effect through changes in the marginal result. The working hypothesis links the validity of the decision to verifying the cause of the deviation before changing the stock. Empirical results are not stated: the methodology remains a pilot scheme for comparable groups of stores.
Keywords: demand management; FMCG; network retail; product availability on the shelf; perishable products; category management; trade marketing.
Рр. 67 – 73
UDC 366.1
DOI: 10.24412/2071-3762-2026-10352-67-73
Features of the Behavior of the Modern Consumer in the Higher Education System
Astakhin Alexander Stanislavovich,
PhD in Economics, Doctoral trainee at the Department of Management and Marketing, Belgorod State National Research University, 85 Pobeda St., Belgorod, Russia
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https://orcid.org/0000-0002-4828-1070
The article examines the characteristics of modern consumer behavior in the higher education system, which are changing under the influence of digitalization and the spread of artificial intelligence. The author notes that traditional university marketing models, which focus on a single decision?making process, no longer reflect reality. The transition from a discrete perception of the consumer to a process?based one is substantiated, where the applicant, student, and graduate are successive states of the same subject. Based on an analysis of Russian and foreign publications (2018–2025), five key features of consumer behavior have been identified: delayed results, the duration of interaction with the university, high uncertainty, direct participation in the formation of competencies, and technological mediation of activities. The main scientific result is a process model of consumer behavior that describes the change in their role and the subject of assessment at each stage: from the emergence of a need to the professional application of knowledge. Special attention is paid to the impact of neural networks: a distinction is made between “supporting” and “replacing” cognitive load, and the risk of a gap between the demonstrated result and the actually formed competencies is emphasized. The conclusion is drawn that there is a need for a close link between the university’s marketing policy and the organization of the educational process. Taking into account the identified features will make it possible to form realistic expectations among applicants, retain the student body, and improve the quality of training. The article is of interest to researchers in education marketing and university management personnel.
Keywords: higher education; higher education marketing; modern consumer; consumer behavior; university choice; consumer expectations; educational outcome; artificial intelligence; professional training; labor market.
Рр. 74 – 80
UDC 338.46
DOI: 10.24412/2071-3762-2026-10352-74-80
Development and Communication Promotion of the B2B Real Estate Market Ecosystem “METR.RF” Based on the Principles of Digital Taylorism
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Chernova Marina Alexandrovna,
PhD in Economics, Associate Professor of the Department of Integrated Communications and Advertising, Russian State University for the Humanities; 6 Miusskaya pl., Moscow, Russia
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https://orcid.org/0009-0004-0977-7227
The article examines the problem of fragmentation of the digital workspace of real estate market specialists caused by the use of many disparate services, which leads to an increase in cognitive load and time costs. The purpose is to substantiate the communication strategy for promoting the B2B ecosystem «METER.Russian Federation», developed on the principles of digital Taylorism to reduce the time losses of specialists. The theoretical basis is the principles of scientific organization of F.’s work. Taylor. The empirical basis was made up of timekeeping and included monitoring of the activities of real estate professionals during the observation period. It has been established that the traditional model of object support requires significantly more operational time, whereas using the “METR.RF” platform ensures a noticeable reduction in time costs. Based on an analysis of the target audience and competitors, a marketing strategy for promoting the startup has been developed. The scientific novelty lies in the introduction of the concept of an “extended professional,” which interprets digital Taylorism not as a control tool (Theory X), but as a “digital assistant” that reduces cognitive load (Theory Y). The results are applicable to PropTech solution developers when designing interfaces, as well as to real estate market specialists for optimizing the working environment.
Keywords: digital Taylorism; scientific organization of labor; real estate market; digital platform; time costs; target audience; competitive analysis; marketing strategy; extended professional.
Рр. 81 – 87
UDC 338.465.4
DOI: 10.24412/2071-3762-2026-10352-81-87
Methods for Assessing a University Reputation in Digital Environment
Dorohova Inna Alexandrovna,
Assistant of Marketing Department, Plekhanov Russian University of Economics; 36 Stremianniy lane, Moscow, Russia
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https://orcid.org/0000-0001-9997-7177
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
The aim of the study is to analyse existing methods for assessing reputation in relation to universities. The most effective method in the digital environment was identified as calculating a digital reputation index based on the results of search engine results, the tone of platforms, and user behaviour in the digital environment. The developed methodology for using the index was tested for Plekhanov Russian University of Economics, focusing on the perception of audiences from China and Vietnam — the most promising foreign audiences for Russian universities in the current environment. The analysis of the results showed that the REU’s reputation in the perception of the Vietnamese audience is stable and neutral?positive, while in the perception of the Chinese audience it is unstable. The methodology for calculating the digital reputation index can be applied by organizations to assess their reputation in the digital environment. The formulated recommendations for enhancing reputation in the perception of audiences from China and Vietnam can be used by Russian universities in practice.
Keywords: reputation assessment in the digital environment; university reputation; university perception by foreign audiences; reputation assessment methods; university promotion abroad; Chinese and Vietnamese markets.