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List of publications on a keyword: «marketing»

  • A Study of the Symbiotic Relationship Between Traditional and New Media in China and Its Impact on the Marketing Strategies of Chinese Enterprises

    Proceeding
    Strategies of Sustainable Development: Social, Law and External-economic Aspects
    Authors:
    Yiyang Wang, Wenxiao Xu
    Work direction:
    Современные тенденции развития мирового сообщества
    Abstract:
    This study examines the evolution of the communication landscape in China, highlighting the symbiotic fusion of traditional and new media and its profound implications for the marketing strategies of Chinese enterprises. Statistical analysis emphasises the steady dominance of traditional media, with television, newspapers and radio retaining significant audience shares. In contrast, the growing landscape of new media, exemplified by platforms such as WeChat, Weibo and Douyin, demonstrates unprecedented digital penetration. The empirical prevalence of both media modalities calls for a realignment of marketing strategies: market segmentation, cross-media campaigns, neuroscience research and algorithmic modelling become key tools to optimise brand resonance and consumer engagement.
    Keywords:
    new media, traditional media, symbiotic relationship, marketing strategies, media interaction
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  • Marketing Strategies of Chinese Enterprises in the Media Environment

    Proceeding
    Strategies of Sustainable Development: Social, Law and External-economic Aspects
    Author:
    Yiyang Wang
    Work direction:
    Общие вопросы экономических наук
    Abstract:
    The article explores the key marketing strategies used by Chinese enterprises for successful expansion in the global market. The main focus of the article is on the development of effective marketing strategies that correspond to the media environment of the target markets. Strategies such as the use of digital platforms as means of communication and promotion, the integration of traditional and digital media channels, the creation of content marketing campaigns, the use of influencer marketing and the adaptation of marketing campaigns to local characteristics are considered.
    Keywords:
    localization, Social media, digital platforms, traditional media, marketing strategies, Chinese enterprises, content marketing, influencer marketing, global expansion
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  • Development of an automated system for analyzing search indicators

    Book Chapter
    Vectors of socio-economic development in Russia. Modern challenges and opportunities
    Author:
    Nataliia A. Sal'nikova
    Work direction:
    Глава 5
    Abstract:
    Attracting customers via the Internet is an important component of modern business. Website promotion is an effective way to attract customers, but it is challenging and requires significant time and experience. The system under development is designed to reduce the time and financial costs of collecting and analyzing information necessary for search engine promotion. An increase in efficiency is achieved through more complete data analysis, and cost reduction – by saving on the commission of automated promotion systems. Website promotion through search engines is a very effective method to attract attention to a service or a product. This is a marketing ploy, thanks to which the Internet project becomes profitable and its traffic increases significantly.
    Keywords:
    marketing, big data analysis, interface, intelligent systems, web resource promotion services, automated systems, search engines, search engine promotion technologies, page tags, domain, link, search algorithms
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  • Improvement of Regional Management of Consumer Demand in the Tourist and Recreational Complex on the Principles of Marketing

    Book Chapter
    Law and economic development: current issues
    Authors:
    Iuliia V. Zolotareva, Genrikh E. Airikh, Arkadii E. Kurov
    Work direction:
    Глава 7
    Abstract:
    The tourist and recreational region is highly profitable from the point of view of macroeconomic indicators. The interests of consumers today are determined by a healthy lifestyle and a desire to broaden their horizons. In order to maintain its competitiveness, it is necessary to improve not only the range of services provided, but also to motivate consumers to travel. The main tool in solving this problem is marketing and its components. In addition, it is necessary to use a variety of tools of Internet resources based on artificial intelligence, which will lead to the formation of a more tangible brand of the region and its repositioning.
    Keywords:
    interests, needs, recreational region, tourist demand, tourist offer, marketing mechanism
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  • Digital tools for marketing cities (by the example of the interactive tourist route "You are surrounded by the legends of Rostov")

    Proceeding
    Socio-Economic Processes of Modern Society
    Authors:
    Elena A. Panfilova, Anna V. Kazakova
    Work direction:
    Социально-экономические процессы в обществе
    Abstract:
    The article examines the specifics of the tools of digital marketing of the city, reveals their features and scope, and analyzes the characteristics of the interactive tourist route in the urban environment, which allows you to explore the practical aspects of the implementation of digital identity of territories.
    Keywords:
    digital marketing of the city, polyfunctional streets, digitalization of tourist services, interactive tourist route
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  • Business reputation as an integral element of improving the competitiveness of higher education institutions

    Proceeding
    Socio-Pedagogical Issues of Education and Upbringing
    Author:
    Valeriia V. Kamennova
    Work direction:
    Содержание и технологии профессионального образования
    Abstract:
    A good business reputation of a university is an important factor that increases the value of everything it offers. On the other hand, a bad reputation can reduce the cost of all university products and services and attract negative attention, such as rumors, gossip and negative reviews. The article is devoted to the analysis of the main tasks and goals of the PR activities of the university, as well as the problems of business reputation. In the process of writing the work, some research methods were used. First of all, theoretical methods (the system method, as well as generalization), general logical methods (analogy, analysis) were involved. The results of the study allow us to develop appropriate recommendations aimed at managing business reputation to improve the competitiveness of higher education institutions.
    Keywords:
    business reputation, competitiveness, Marketing strategy, communications, main means of advertising, higher education institution
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  • Reputation management as a marketing asset of the university.

    Proceeding
    Socio-Pedagogical Issues of Education and Upbringing
    Author:
    Valeriia V. Kamennova
    Work direction:
    Содержание и технологии профессионального образования
    Abstract:
    The reputation of the university is a key marketing asset that can attract talented teachers and students, improve the quality of education and research, and also lead to an increase in financial resources. Managing this indicator should become a priority for all managers who strive to achieve high results and maintain leadership in the global educational environment. The article discusses the concepts and the main factors affecting the reputation of the university. The ways to improve the reputation of the university are presented.
    Keywords:
    concept, efficiency, factors, reputation, ways to improve the image of the university, marketing assets, PR communications, highly qualified personnel, evaluation of activities
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  • Samaia vysokaia tsena - na iarmarke tshcheslaviia: psikhoanaliticheskaia kontseptsiia nartsissizma Erikha Fromma

    Book Chapter
    Modern Challenges of Education and Psychology of Personality Formation
    Author:
    Aleksandr I. Kugai
    Work direction:
    Глава 13
    Abstract:
    The chapter methodologically explores the phenomenon of narcissism as presented in Erich Fromm's psychoanalytic theory. Fromm's critical social theory of narcissism serves as the basis for understanding the anatomy of malignant social processes (ethno-nationalism, fascism, post-fascism) that underlie far-right politics in contemporary society. In "narcissistic society," the driving force behind narcissism in its most malignant manifestations is immense vanity, embodied in the figures of the leader, the Führer, and the radical national political elite, who endow the nation with the role of the "chosen people" superior to all others and thus justify an attack on those who did not recognize their superiority, which is typical of contemporary US politics.
    Keywords:
    populism, narcissism, alienation, selfishness, vanity, marketing orientation, fascism, post-fascism, Fromm
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  • Marketing: vazhnost' reklamy v sovremennom biznese

    Proceeding
    Law, Economics and Management
    Author:
    Elizaveta V. Bushueva
    Work direction:
    Менеджмент и маркетинг
    Abstract:
    Advertising as a type of human activity has existed for several millennia. The concept of "advertising" in recent decades has become not only a word often mentioned in the media, but also a term that evokes a wide range of associations of an economic, political and socio-cultural nature. The main function of advertising is an economic function in the life of any company, aimed at selling products or providing services and making more profit. The article considers advertising as an important component of economic activity.
    Keywords:
    competition, marketing, advertising, economic activity, demand, enterprises, consumers, promotion, mass audience, clientele
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  • Ecosystem as a Tool of Consumer Loyalty in Russia

    Book Chapter
    Principles of the New Ecosystem Formation: Multicultural Space
    Authors:
    Nina V. Trubnikova, Kseniia A. Chursina
    Work direction:
    Глава 3
    Abstract:
    The chapter considers the main approaches to consumer loyalty in the realities of modern marketing. taking into account innovative methods and tools. Today, the mechanisms of loyalty formation are becoming more complex and motivation factors are shifting from economic to communication. An innovative approach is considered in detail, when the ecosystem is considered as a unique format for the complex solution of most tasks related to the formation of loyalty. The experience of the leading Russian ecosystems of Yandex and Sberbank in the formation of loyalty is analyzed, recommendations for the introduction of ecosystem models in client-oriented companies are formulated.
    Keywords:
    motivation, digital marketing, ecosystem, consumer loyalty, customer orientation
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  • НЕЙРОМАРКЕТИНГ В СФЕРЕ УСЛУГ

    Proceeding
    Topical issues of law, economic and management
    Authors:
    Viktoriia V. Zviozdina, Liudmila A. Belashova
    Work direction:
    Менеджмент и маркетинг
    Abstract:
    The article is devoted to studying the practice of applying new technologies in the development of marketing of a service company to attract and retain customers. The paper investigates the role of sensory sensations in consumer behavior and their adoption of subconscious decisions.
    Keywords:
    Perception, aromarketing, impressions, business innovations, client, neuromarketing, sensory marketing, sensual notes, emotions
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  • Classification and Features of Banking Services Strategies Promotion

    Book Chapter
    Culture. Science. Education: Current Issues
    Authors:
    Ekaterina V. Pisareva, Elena I. Shevchenko
    Work direction:
    Глава 2. Наука
    Abstract:
    In order to retain loyal customers and attract prospective ones, commercial banks need to effectively build a corporate strategy that is aimed at studying customers’ needs. The main channels for promoting the services of a commercial bank are described. The authors of the article come to the conclusion that in conditions of increasing competition, credit organizations are moving away from traditional methods of customer service and increasingly resorting to the use of new remote sales channels.
    Keywords:
    strategy, marketing, bank strategy, commercial bank, banking services promotion, communication strategy
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  • Business Simulation in the System of Preparation of MSc. Students

    Research Article
    Development of education No 2 (8)
    Author:
    Maria M. Bernstein
    Work direction:
    Theoretical and Applied Education Research
    Abstract:
    Difficulties and problems of business education are theoretically considered in the article. The advantages of traditional Western business education and the problems of young managers that are not ready for business activity in the environment of developing markets are highlighted. Methods of research. The author has examined the conditions of business education in Russia, its content and approaches to teaching. In the course of research, the author provides the idea that the solution to the problem of business education is based on innovation of the curriculum, implementation of interactive methods of teaching and creating the atmosphere of cross-cultural communication in the groups of MSc. students. Results of research. It is defined that setting up an innovative MSc. Program completely taught in English to multinational groups of students created cross-cultural environment in class. The curriculum has comprised the components of Russian and Western business school tracks. It is defined that the implementation of innovative methodological approaches to teaching based on modeling of manager’s professional activity is an indispensable educational means of creating the skills demanded. The author demonstrates the advantages of Markstrat simulation game in teaching marketing. It is proved that innovative business simulation helps to create the situation of authentic communication in the classroom, boosts teambuilding and provides practice of decision-making techniques. The author proves that the hypothesis of the article is correct and the way to solve the problem of business education is found.
    Keywords:
    marketing, business education, MSc, Program in English, role play, Markstrat simulation game
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  • Advantages and problems of digital marketing in Kazakhstan

    Proceeding
    Law, Economics and Management: Theory and Practice
    Authors:
    Dina A. Kadukova, Zhangul' K. Basshieva
    Work direction:
    Экономика предпринимательства
    Abstract:
    In this article, the concept of digital marketing is considered as one of the components of marketing. Special attention is paid to its advantages and problems. Search engine usage statistics and their age category are considered separately among web users. The relevance of this article is due to the fact that digital technologies are actively being introduced into our lives. Simplifying public and business access to government services, speeding up information exchange, creating new business opportunities, creating new digital products, etc.
    Keywords:
    Internet, advertising, digital marketing, Digital Kazakhstan, digital channels, media, digital agencies
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  • Conceptual Marketing Planning in retail trading

    Proceeding
    Law, economics and management: current issues
    Authors:
    Oksana I. Radina, Nadezhda A. Dmitrienko, Mariia V. Uvarova
    Work direction:
    Менеджмент и маркетинг
    Abstract:
    The article deals with the disclosure of the essence of marketing as a concept and a set of actions. In this regard, marketing planning is considered as a tactical marketing plan and strategic marketing plan. Using the example of L’Etoile network trading, the authors’ position of the marketing aspects of tactical and strategic planning in the organization’s activity is presented in the article. As part of the competitive strategy of the L’Etoile network, the authors presented a set of measures to improve the tactical and strategic planning of the company.
    Keywords:
    retail trading, L'Etoile retail chains, marketing concept, marketing planning
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  • Problems of belarusian universities in the formation of a set of applicants for economic specialties

    Research Article
    Development of education No 3 (5)
    Author:
    Roza A. Lizakova
    Work direction:
    Discourse
    Abstract:
    The article discusses the factors affecting the decrease of applicants to Universities of Belarus at economic faculties, recommendations for using positioning strategies, based on marketing personal competences are offered with the purpose of strengthening competitive advantages of individual university.
    Keywords:
    university, Belarus, economic specialty, positioning, Internet marketing of professional competences
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  • Internet marketing as a basis for increasing demand for products and services of cultural institutions

    Proceeding
    Topical issues of law, economic and management
    Authors:
    Elena N. Lvova, Lkhagvazhav Gansukh
    Work direction:
    Менеджмент и маркетинг
    Abstract:
    The article analyzes use of the potential internet technologies in marketing communications of organizations and cultural institutions museum-type to increase the demand for cultural products and develop new technologies of interaction with the youth audience. Internet marketing is considered, on one side, as a condition of actualization cultural heritage and preservation of value attitude to it, and from other side – as a condition of competitiveness cultural institutions on the basis of their reflection in the "digital environment". The article presents information on the use of museum podcasts as well as sociological data showing the impact of marketing on museum attendance.
    Keywords:
    Keywords: Internet communications, marketing, culture management, Museum product, media resources
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  • Sovershenstvovanie upravleniia protsessom formirovaniia i funktsionirovaniia industrial'nykh parkov v regionakh Rossii

    Book Chapter
    Education and science: current trends No 2
    Authors:
    Georgii M. Samostroenko, Olga V. Shatokhina
    Work direction:
    Парадигмы современной науки
    Abstract:
    The creation of industrial parks is one of the promising trends in the development of real economic sectors of the regional economy. The condition for maximizing the use of industrial parks is the organization of effective management. This monograph sets out recommendations related to improving management efficiency and creating industrial parks in the regions of Russia.
    Keywords:
    management, industrial parks, the process of forming industrial parks, the process of functioning of industrial parks, key performance indicators, assessment of the effectiveness of the functioning of industrial parks, marketing complementarity
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