Contents of N3/2019

all contents

Contents of N3/2019

MARKETING TOOLS

Applying WEB-analytics in marketing
Shkarovskiy S.I., Candidate of Economic Sciences, associate professor, associate professor of Marketing department, State University of Management, e-mail: shkarov@mail.ru

In this article problems of WEB-analytics tools using are considering. These instruments are connected with conducting of marketing researches on commercial enterprise activities in virtual space. In particular, process of information collecting, analysis, representation and interpretation on website visitors is analyzed. The aim of this process is to improve and optimize websites. Examples of operating firms websites analyses are given. Recommendations on improvement of their business activities by means of Internet marketing tools are made.
Keywords: marketing, WEB- analytics , usability, log analyzers, benchmarking, Yandex. Metrics, Google Analytics.

Sources
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2. Benchmarking [Elektronnyi resurs]. URL: .alexa.com/siteinfo/ (data obrashcheniia: 06.01.2019).
3. Benchmarking [Elektronnyi resurs]. URL: trends.google.ru/trends/?geo=RU (data obrashcheniia: 06.01.2019).
4. Analiz iuzabiliti [Elektronnyi resurs]. URL: .optimism.ru/wiki/ (data obrashcheniia: 08.01.2019).
5. Analizator saita [Elektronnyi resurs]. URL: be1.ru/stat/ (data obrashcheniia: 08.01.2019).
6. Analizator saita [Elektronnyi resurs]. URL: pr-cy.ru/site-statistics/ (data obrashcheniia: 09.01.2019).
7. Analiz poseshcheniia saitov [Elektronnyi resurs]. URL: livepage.pro/knowledgebase/competitor-trafic.html (data obrashcheniia: 09.01.2019).
8. Auditoriia saita [Elektronnyi resurs]. URL: semantica.in/blog/auditoriyasajta.html (data obrashcheniia: 10.01.2019).
9. Besplatnyi servis web-analitiki Google.Analytics [Elektronnyi resurs]. URL: analytics.google.com/analytics/web (data obrashcheniia: 11.01.2019).
10. Besplatnyi servis web-analitiki «Iandeks.Metrika» [Elektronnyi resurs]. URL: metrika.yandex.ru/list? (data obrashcheniia: 12.01.2019).

Neuromarketing: methodical bases and practical directions of application in business
Kerzina Е.А., Associate Professor of Marketing Department, Head of Retail-marketing and Research of Consumer Behavior Laboratory, Perm State University, e-mail: j.kerzina@gmail.com

Neuromarketing research abroad is no longer just a fashion trend, but an object of ethical and methodological discussions. In Russia, this research area is presented in several ways: on the one hand, it is basic research in the field of neuroeconomics, on the other –periodic flashes of applied neuromarketing research (in declarative and real forms). This article consolidates foreign approaches to the definitions, tools and areas of neuromarketing, and also presents the results of the author’s Russian tests at a specific scientific level with methodological approaches to extracting and analyzing data obtained from neuromarketing research.
Keywords: neuromarketing, emotional states, consumer behavior, reaction, neuroimaging, express analysis, advertising.

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The role of gamification in managing the involvement of consumers of generations “Y” and “Z”
Tatarinov K.A., Candidate of Economics, Associate Professor, Department of Management, Marketing and Service, Baikal State University, 664003, Russia, Irkutsk, street Lenina 11,
e-mail: tatarinov723@gmail.com

Gamification is one of the most fashionable marketing methods in the world, which is used by large corporations and the most famous brands, and for good reason – it turns out that it gives surprisingly good results. The purpose of the article is to tell about the rules of gamification and how to apply them in practice. The article will be useful for those who are looking for a way to revive their own business and would like to look at potential customers from a new point of view. The author concentrates, in accordance with his professional interests, on the use of games in marketing activities.
Keywords: gamification, marketing games, computer games, generation “Y”, generation “Z”, game dynamics, game aesthetics, brand, advertising company, emotions, social networks, game system, conflict, internet, points, game levels, players rating.

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Site as a key tool of company image
Antineeskul E.A., Candidate of Economic Sciences, Associate Professor, Department of Marketing, «Perm State National Research University», e-mail: antineskul-e-a@yandex.ru
Yuzhakova A.S., student areas of trade Faculty of Economics, «Perm State National Research University», e-mail: marketing.psu@yandex.ru

This article discusses the main trends and trends in the development of site styling, the leading trends in mobile UI design, and the main SEO forecasts for 2018. Based on this, the authors present the results of research sites, both in Russia and abroad in order to test the hypothesis that their modern design promotes the growth of conversion. Were taken as a basis for the sites of manufacturers of wooden toys, as this market is currently developing rapidly.
Keywords: website styling, SEO optimization, trend, expert assessment.

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MARKETING RESEARCH

Research of consumers' attitude to the practice of using multilevel marketing elements by Russian companies
Artyushina E.V., candidate of economic sciences, assistant professor, National Research University Higher School of Economics (HSE), Nizhniy Novgorod, e-mail: eartushina@mail.ru

The article contains the results of a study of identification the consumer’s attitude to the practice of using the elements of multilevel marketing by companies. In the article attitude is considered as a set of values and beliefs associated with a particular subject. The assessment of Russian consumer knowledge about the concept of multilevel marketing is carried out. The rating of importance of compensation receiving by customer is defined and the degree of consumers satisfaction with the received compensation is calculated. The consumer emotional reaction to the practice of using the elements of multilevel marketing by organizations is estimated. The results of the study may be used by Russian companies in their activities.
Keywords: attitude, multilevel marketing, marketing research.

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DISTRIBUTION CHANNELS

Development of innovative sales channels of commercial medical insurance in China
Nemtseva Yu.V., PhD in Economics, Assistant Professor of the Corporate Management and Finance Department Novosibirsk state University of Economics and Management, Russia, Novosibirsk, e-mail: nemtseva_july@mail.ru
Tszyan’ Vansin’, 2nd year master student Novosibirsk state University of Economics and Management, Russia, Novosibirsk, e-mail: vansin2017@mail.ru

The paper deals with the problems of promoting the product of commercial health insurance in the context of the processes taking place in the health insurance market of China. The advantages and disadvantages of direct and indirect sales channels of the insurance product of commercial health insurance are shown. Some proposed directions for the development of intermediary sales channels, taking account of the factors that contribute to the uniqueness of the product commercial health insurance.
Keywords: China insurance industry, commercial health insurance products, sales channels.      

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9. Sistema meditsinskogo obespecheniia Kitaia usovershenstvovana [Elektronnyi resurs]. URL: russian.china.org.cn/china/txt/2017-10/05/content_41690215.htm (data obrashcheniia: 26.12.2018).
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11. 健康保险学 / 卓志主 . – 北京: 中国财政经济出版社, 2017.12 (健康保险系列丛书) ISBN 978 – 7 – 5095 – 7822 – 3.
12. 健康保险营销管理 / 卓志, 万晴瑶主编. – 北京: 中国财政经济出版社, 2018.4 (健康保险 系列丛书) ISBN 978 – 7 – 5095 – 8193 – 3.
13. 健康保险经营与管理 / 王稳, 范娟娟 – 北京: 中国财政经济出版社, 2018.5 (健康保险 系列丛书)ISBN 978 – 7 – 5095 – 8185 – 8.
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16. 中国健康保险市场调查报告 [Elektronnyi resurs]. URL: wenku.baidu.com/view/4680ed2486c24028915f804d2b160b4e767f8172.html (data obrashcheniia: 20.01.2019).

 

MARKETING COMMUNICATIONS

Features of online brand promotion on B2B market
Orlova M.V., PhD (econ), Associate professor of Marketing, State University of Management, Moscow, Russia, e-mail: rubinkaira35@mail.ru
Aimaletdinova A.M., graduate student of High School of Marketing of the State University of management, Moscow, Russia, e-mail: alina.aimaletdinova@yandex.ru

The relevance of the topic is due to the intensive development of small business, the turbulence of the competitive environment, and the accelerated development of Internet promotion tools. The article describes the features of the B2B market from the point of view of marketing management, Internet marketing tools, a characteristic is given to each tool. The purpose of the article is to systematize the separate scientific and practical studies of foreign and Russian authors in this field. The practical significance lies in the development of the author’s model for the selection of brand promotion tools in the B2B market and practical recommendations for its application.
Keywords: B2B market, brand promotion tools, small business, model of promotion tool selection.

Sources
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Newspaper advertising as a means of consumption culture formation in Russian province at the beginning of the XXth century
Leontyeva E.Yu., Volgograd State Technical University, Russian Federation Dr (Philosophy), Professor, Head of philosophy and low department 400131, Volgograd, Lenina Av. 28, е-mail: prof.elena.leontyeva@gmail.com
Leontyev A.N., Volgograd State Technical University, Russian Federation PhD (Philosophy), Associate Professor, 400131, Volgograd, Lenina Av. 28, е-mail: alexander.leontyev@gmail.com
Zakharov A.V., Volgograd State Technical University, Russian Federation PhD (Philosophy), Associate Professor, 400131, Volgograd, Lenina Av. 28, е-mail: Ulysses1@yandex.ru

Advertising is simultaneously a stable and a changeable element of marketing. Advertising studies allow to trace transformations of the everyday life and formation of consumption culture. The paper analyses a content of advertisements in Tsaritsyn’s dailies at the beginning of the First World War. (The town was renamed as Stalingrad in 1925, and Volgograd in 1961). Advertising quickly adjusted to the changing socio-economic environment, but retained its stability and conservatism. However, a quantity of commercial advertisements reduced, social and entertainments advertisings having become less frivolous, acquiring stark features of stiff patriotism.
Keywords: advertising, provincial newspaper, formation of consumption culture, Tsaritsyn.

Sources
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2. Brokgauz F.A., Efron I.A. Reklama // Entsiklopedicheskii slovar Brokgauza i Efrona. – SPb.: Izd-vo F.A. Brokgauz, I.A. Efron, 1899. – T. 26A. – S. 527–528.
3. West S. I Shop in Moscow: Advertising and the Creation of Consumer Culture in Late Tsarist Russia. – Northern Illinois University Press, DeKalb, 2011. – 292 p.
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5. Volgo-Donskoi krai: gazeta politicheskaia, obshchestvennaia i literaturnaia / red.-izd. V.P. Balanin. – Tsaritsyn, Saratovskaia guberniia. – 1914. – 19 sent. – № 226. – S. 1.
6. Volgo-Donskoi krai: gazeta politicheskaia, obshchestvennaia i literaturnaia / red.-izd. V.P. Balanin. – Tsaritsyn, Saratovskaia guberniia. – 1914. – 20 sent. – № 227. – S. 1.
7. Tsaritsynskii vestnik: gazeta politicheskaia, ekonomicheskaia i literaturnaia / red.-izd. S.E. Zhigmanovskii. – Tsaritsyn, Saratovskaia guberniia. – 1915. – 28 ianv. – № 4795. – S. 2.
8. Tsaritsynskii vestnik: gazeta politicheskaia, ekonomicheskaia i literaturnaia / red.-izd. S.E. Zhigmanovskii. – Tsaritsyn, Saratovskaia guberniia. – 1914. – 27 iiulia. – № 4650. – S. 4.
9. Volgo-Donskoi krai: gazeta politicheskaia, obshchestvennaia i literaturnaia / red.-izd. V.P. Balanin. – Tsaritsyn, Saratovskaia guberniia. – 1914. – 18 sent. – № 225. – S.4.
10. Tsaritsynskii vestnik: gazeta politicheskaia, ekonomicheskaia i literaturnaia / red.-izd. S.E. Zhigmanovskii. – Tsaritsyn, Saratovskaia guberniia. – 1914. – 10 avg. – № 4661. – S. 4.
11. Volgo-Donskoi krai: gazeta politicheskaia, obshchestvennaia i literaturnaia / red.-izd. V.P. Balanin. – Tsaritsyn, Saratovskaia guberniia. – 1914. – 5 noiab. – № 264. – S. 1.
12. Volgo-Donskoi krai: gazeta politicheskaia, obshchestvennaia i literaturnaia / red.-izd. V.P. Balanin. – Tsaritsyn, Saratovskaia guberniia. – 1914. – 21 dek. – № 302. – S.4.
13. Volgo-Donskoi krai: gazeta politicheskaia, obshchestvennaia i literaturnaia / red.-izd. V.P. Balanin. – Tsaritsyn, Saratovskaia guberniia. – 1914. – 9 noiab. – № 268. – S. 4.
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Personality brand in the promotion system
Polusmakova N.S., Ph.D. in Economics, Associate Professor Volgograd State University, e-mail: polusmakova@volsu.ru
Kostina A.O., Student of the Department Marketing, Volgograd State University, e-mail: oknoo_v_evropuu@mail.ru

The issues of creating a positive public image are becoming particularly relevant now. A strong personal brand manager can be effective means for hardening of the company's position in its sector. This article is dedicated to solving this problem.
Keywords: personality brand; mechanism of personal brand formation; benefits of brand identity.

Sources
1. Berns R. Razvitie Ia-kontseptsii i vospitanie. – M.: Progress, 1986. – S. 30–66.
2. Dmitrieva L.M. Brend v sovremennoi kulture: monografiia. – M.: Magistr, 2015. – S. 200.
3. Kiselitsa E.P., Zamuraeva L.E., Pinigina E.P. Formirovanie brenda lichnosti kak sredstva prodvizheniia biznes-proektov // Rossiiskoe predprinimatelstvo. – 2013. – № 2. – S. 125–136.
4. Ochkovskaia M.S. Lichnosti-brendy, ili Komu nuzhen personalnyi brending v XXI veke // Marketingovye kommunikatsii. – 2013. – № 1. – S. 33–38.
5. Khokhlova D. Lichnyi brend – komu on nuzhen i kak ego postroit [Elektronnyi resurs]. URL: vc.ru/8800-personal-brand (data obrashcheniia: 17.11.2018).
6. Kuznetsova T. Brend dlia menedzhera // Novyi menedzhment. – 2011. – № 9. – S. 55.
7. Tamberg V., Badin A. Ia-brend. Snova o brendinge lichnosti [Elektronnyi resurs]. URL: iteam.ru/publications/marketing/ (data obrashcheniia: 19.11.2018).

 

MARKETING FOR NON-PRODUCTIVE SPHERE

Features of the personal brand formation in the gaming community
Mushketova N.S., Doctor of Economics, Professor, Department of Marketing, Volgograd State University, е-mail: nmushketova@yandex.ru
Leonenko V.S., master’s student of the Institute of Management and Regional Economics (42.04.01 “Advertising and Public Relations”) Volgograd State University, е-mail: leon.volgu@yandex.ru

For last 20 years gaming computer industry has created a huge community around itself, that have distinctive features and representatives from different groups of these community. As in any major entertainment sphere, gaming community have its own success personal brands. The article describes main groups that forms gaming community, their features and subspecies, also was searched factors that forms personal brand for all of these groups and subspecies.
Keywords: personal brand, gaming community, esport, video blogger, streamer.

Sources
1. Peters T. The Brand Called You [Elektronnyi resurs]. URL: .fastcompany.com/28905/brand-called-you (data obrashcheniia: 20.11.2018).
2. Patrakhina T.N., Vialkova K.S. Poniatie «lichnyi brend», oblasti ego primeneniia: teoreticheskie aspekty // Molodoi uchenyi. – 2015. – № 2. – S. 294–297.
3. Montoya P. What is Personal Branding? [Elektronnyi resurs]. URL: petermontoya.com (data obrashcheniia: 20.11.2018).
4. Pitko O. Personal brand: creating, promoting, strengthening // Scientific enquiry in the contemporary world: theoretical basiss and innovative approach. 4 edition. Vol. 1 Humanities and social sciences: research articles B&M Publishing, San Francisco, California. 2015. – Pp. 30–33.
5. Selivan R. Kak cheloveku stat brendom [Elektronnyi resurs]. URL: .sostav.ru/publication/rebrending-lichnosti-16760.html (data obrashcheniia: 20.11.2018).
6. Kiselitsa E.P., Pinigina E.P. Model formirovaniia brenda lichnosti pri prodvizhenii biznes-proektov // Kreativnaia ekonomika, 2014 [Elektronnyi resurs]. URL: creativeconomy.ru/lib/9420 (data obrashcheniia: 20.11.2018).
7. Nikitin K. Kibersport – eto sport budushchego ili razvlechenie? // Parlamentskaia gazeta, 2017 [Elektronnyi resurs]. URL: .pnp.ru/economics/kibersport-eto-sportbudushhego-ili-razvlechenie.html/ (data obrashcheniia: 20.11.2018).
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9. Ramzes popal na oblozhku delovogo zhurnala RBK // Cybersport [Elektronnyi resurs]. URL: .cybersport.ru/news/ramzes-popal-na-oblozhku-zhurnala-rbk (data obrashcheniia: 20.11.2018).
10. RAMZES666 poluchil premiiu AdIndex Awards 2018 // Cybersport [Elektronnyi resurs]. URL: .cybersport.ru/news/ramzes666-poluchil-premiyu-adindex-awards-2018 (data obrashcheniia: 20.11.2018).
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Improvement of marketing activities of the services enterprises
Malyshev A.A., Ph.D., Associate Professor of the Department “Marketing and Economic Theory” of the Penza State University of Architecture and Construction, e-mail: malyshe-aleksej@yandex.ru
Khazova Ya.S., student of Penza State University of Architecture and Construction, e-mail: ms.khazova@mail.ru

The article is devoted to the improvement of marketing activities of the service sector enterprise on the example of PE “ Dvoryankina I.K.”(a network of beauty salons” Lady “and a shop of professional cosmetics “Creative”). In it research of consumer preferences in the sphere of beauty and health; an assessment of level of recognition of beauty salons “Lady” and the shop “Creative” in Penza; identification of level of satisfaction with goods and services of PE “Dvoryankina I.K.” among end consumers, and also an assessment of efficiency of marketing activity of the company on the basis of answers of consumers is carried out. In accordance with the results of the study, a set of recommendations in the form of marketing activities aimed at improving the marketing activities of PE “Dvoryankina I.K.” is proposed.
Keywords: marketing of services, improvement of marketing activities, social media marketing.

Sources
1. Reznik G.A., Malyshev A.A. Marketing uslug: ucheb. posobie / G.A. Reznik, A.A. Malyshev. – Penza: PGUAS, 2013. – 144 s.
2. Malyshev A.A., Tkachenko A.A. Vliianie emotsionalnykh stimulov na povedenie potrebitelei // Marketing i marketingovye issledovaniia. – 2012. – № 2. – S. 120–138.
3. Mirovoi rynok salonov krasoty: globalnye tendentsii i perspektivy razvitiia [Elektronnyi resurs]. URL: cosmetology-info.ru/6683/news-Mirovoy-rynok-salonovkrasoty-globalnye-tendentsii-i-perspektivy-razvitiya/ (data obrashcheniia: 02.01.2019).
4. Osnovnye printsipy marketinga uslug [Elektronnyi resurs]. URL: memosales.ru/osnovi/osobennosti-prodvizheniya-uslug
5. Iadov V.A. Strategiia sotsiologicheskogo issledovaniia. – M.: Akademkniga; Dobrosvet, 2003. – 596 s.
6. Territorialnyi organ Federalnoi sluzhby gosudarstvennoi statistiki po Penzenskoi oblasti [Elektronnyi resurs]. URL: pnz.gks.ru/wps/wcm/connect/rosstat_ts/pnz/ru/statistics/population/ (data obrashcheniia: 02.01.2019).

 

TERRITORIAL MARKETING

Habitus as a base for a place identity
Komarov M.A., postgraduate student, Department of Marketing, Faculty of Economics, Lomonosov Moscow State University, e-mail: Komarov.m.1993@yandex.ru

The article discusses the usage of place identity in territorial branding. The paper describes the process of forming place identity using the concept sense of place. Particular attention is paid to the study of habitus, its main components and characteristics. The practical application of the concept of sense of place is considered in the paper, algorithms for studying habitus are highlighted and the examples of usage of the concept in place branding are provided.
Keywords: Identity, place branding, habitus, sense of place.

Sources
1. Kavaratzis M., Hatch M.J. The dynamics of place brands: an identity-based approach to place branding // Marketing Theory. – 2013. – Vol. 13 (4). – Pp. 69–86.
2. Vizgalov D. Brending goroda. – M.: Institut ekonomiki goroda, 2011. – 160 s.
3. Govers R., Go F. Place Branding. Glocal, Virtual and Physical Identities, Constructed, Imagined and Experienced. – L.: Palgrave Macmillan, 2009. – 324 p.
4. Khouton D., Stivens E. Brending gorodov i vovlechenie steikkholderov // Dinni K. Brending territorii. Luchshie mirovye praktiki. – M., 2013. – S. 80–81.
5. Antsiferov N.P. Dusha Peterburga. – Pg.: Brokgauz–Efron, 1922. – S. 1–3.
6. Burde P. Prakticheskii smysl. – SPb., 2001. – S. 44.
7. Burde P. Sotsiologiia sotsialnogo prostranstva / per. s fr.; obshch. red. N.A. Shmatko. – SPb.: Aleteiia, 2005. – S. 104–111.
8. Campelo A., Aitken R., Thyne M., Gnoth J. Sense of Place: The Importance for Destination Branding // Journal of Travel Research. – 2014. – Vol. 53 (2). – Rp. 154–166.
9. Bender B. Time and landscape // Current Anthropology. – 2002. – Vol. 43 (S4). – Pp. 103–112.
10. Cosgrove D. Modernity, community and the landscape idea // Journal of Material Culture. – 2006. – Vol. 11 (1–2). – Pp. 49–66.
11. Hillier J., Rooksby E. Introduction. In: Hillier J, Rooksby E (eds) Habitus: a sense of place. – Aldershot, 2002. – Pp. 3–25.
12. Casey E. Between Geography and Philosophy: What Does It Mean to Be in the Place-World // Annals of the Association of American Geographers. – 2001. –Vol. 91 (4). – Pp. 683–693.
13. Dubeikovskii V. V Rossii poiavilas Stolitsa dobroty [Elektronnyi resurs]. URL: citybranding.ru/v-rossii-poyavilas-stolitsa-dobrotyi/
14. Boiko T. O brende goroda Slavutich, Chernobylskoi AES i novykh smyslakh gorodskoi identichnosti [Elektronnyi resurs]. URL: citybranding.ru/o-brende-gorodaslavutich-chernobyilskoy-aes-i-novyih-smyislah-gorodskoy-identichnosti/

 

MARKETS: STATE AND DEVELOPMENT

Analysis of information technology market: trends and problems
Danchikov E.A., kand. econ. sciences, The Head of the basis Department financial control, analysis and audit Main control Department of the city of Moscow, Plekhanov Russian University of Economics 117997, Moscow, Stremyanny lane, 36, e-mail: Dantchikov.EA@rea.ru
Dontsova L.V., doctor of Economics, Professor of the Department of the basic Department of financial control, analysis and audit Main control Department of the city of Moscow, Plekhanov Russian University of Economics, e-mail: dontsova.lv@gmail.com
Bezdel Z.V., post-graduate student of the basic Department of financial control, analysis and audit Main control Department of the city of Moscow, Plekhanov Russian University of Economics, e-mail: zbezdel@gmail.com

This article presents the main trends of the global and Russian IT markets in the interconnection. The authors analyze the dynamics of growth and sales in the global IT market in recent years. Оn this basis, the key trends and problems of the development of  IT technologies in Russia and the world are articulated. In particular, special attention is paid to the prospects for the development of information technologies by segments and branches in the domestic IT sphere, the main consumers of IT services in Russia were highlighted. The article provides a forecast of the further interaction of global and domestic trends in the IT sector.
Keywords: information technologies, current trends and problems, global IT processes, Russian IT market features.

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4. Gosudarstvennaia programma «Tsifrovaia ekonomika Rossiiskoi Federatsii» na 2019–2025 gg. ot 28 iiulia 2017 g. № 1632-r [Elektronnyi resurs]. URL: static.government.ru/media/files/9gFM4FHj4PsB79I5v7yLVuPgu4bvR7M0.pdf
5. Portal ob IT v gosupravlenii i biznese [Elektronnyi resurs]. URL: .tadviser.ru
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8. Kosolapova M.V. Kompleksnyi ekonomicheskii analiz khoziaistvennoi deiatelnosti / M.V. Kosolapova, V.A. Svobodin. – M.: Dashkov i Ko, 2012. – 248 c.
9. Motyshkina M.S. Otsenka effektivnosti upravleniia IT-kompaniei // Problemy sovremennoi ekonomiki. – 2016. – № 4 (36). – S. 11–13.
10. Tysiachnikova N.A. Kompleksnyi ekonomicheskii analiz khoziaistvennoi deiatelnosti / N.A. Tysiachnikova, Iu.N. Iudenkov. – M.: KnoRus, 2017. – 720 c.

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