8th International Management, Quality and Marketing Conference. 16th April, 2025

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8th International Management, Quality and Marketing Conference. 16th April, 2025

This volume contains papers presenting research findings on current issues in marketing, finance and economics, management, and sustainable development, submitted by participants of the 8th International Management, Quality and Marketing Conference. The contributions address the transformation of organizational activities under external constraints, identify determinants of financial resilience and corporate adaptation strategies, examine the development of digital marketing technologies including the application of artificial intelligence tools, and assess regional investment attractiveness and investment activity. Considerable attention is also devoted to human resource management and to the institutional mechanisms governing cooperation between business, government, and universities in the context of talent development and the enhancement of organizational competitiveness. This publication is intended for researchers, lecturers, PhD students, master’s students, and undergraduate students in economics and related disciplines.

Форматы: PDF

Издательство: Дело

Год: 2026

Место издания: Москва

ISBN: 2658-3666

Страниц: 381

Артикул: 118578

Электронная книга

670 ₽

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Содержание книги "8th International Management, Quality and Marketing Conference. 16th April, 2025 "

Marketing

AI-Powered Analysis of Divestment Strategies in Sanctioned Markets: The Case of Foreign Firms in Russia

The Research of the Divestment of Foreign Companies from Russia: Methodology Elaboration, Strategies Identification, New Insights

How and Why Western Companies Operating in Russia Respond to Western Consumers

Marketing and Its Professions in Russia (An Empirical Research)

Personalization of the Company’s Interaction with the Consumer As a Special Type of Relationship

Exploring the Possibilities of Increasing the Personalization of Customer Experience Based on Artificial Intelligence

The Impact of Augmented Reality on Consumer Behavior in the Fashion Industry

User Generated Content Research in the Context of Coffee Shops Consumer Behavior

Memes As a Tool of Anti-Crisis Marketing

How Does User-Generated Content Influence Film Perception and the Effectiveness of Film Marketing?

UGS Monitoring in the Educational Sphere: Analysis of Mentions of the Faculty of Economic and Social Sciences

How Can Marketing Types Be Classified? (Investigation of Marketing Approaches Through the Lens of Marketing Concepts)

Finance and Economy

Review of Existing Methods for Assessing the Investment Attractiveness of Russian Regions

Key Indicators of the Level of Investment in Innovation in Various Sectors of the Economy Reducing Environmental Decline

Impact of the Level of Corporate Debt on Business Sustainability in the Regions

Development of a New Approach to Assessing the Investment Activity of the Subjects of the Russian Federation

On the Issue of Comparative Scaling of Agricultural Enterprise Areas

The Impact of Gamification on Customer Engagement in Digital Brand Experiences

Analysis of the Correlation of Birth Rate and Maternity Capital Payments Across Russian Regions

The Adjustment of “The Readiness Index of Priority Sectors of The Russian Economy for AI Implementation” Considering International Experience

The Role of Artificial Intelligence in Optimizing Business Processes

Management and Marketing

Global Business Trends

Dialogue Between Business, Government and Universities: Project Cooperation as a Mechanism for the Development of Education and the Economy

Young Professionals: Attraction and Retention as a Global Challenge of Modernity

Typology of Interaction Models Between Schools, Secondary and Higher Education Institutions and Employers

Problems in Human Resource Management

Preventive Strategy in Human Resource Management

Marketing of Habits: How Brands Strategically Manage People’s Attention

Marketing Channels in the Recruitment Process: Methodological Aspects and Systemic Analysis

Sustainability

Analysis of Factors Influencing Scientific Migration

The Impact of Environmental Investment and Forest Cover Level on Regional Population Health Indicators

Factor Analysis of the Quality of Life Index in Russian Cities By VEB.RF

Enhancing the Happiness Index in the Russian Federation

How Russian Companies Survive Without Western Brands: Local Alternatives Taking Over

Innovation and Innovative Tools

New Technologies in Digital Marketing of Cookie-Less Future

Digital Channels and the Omnichannel Strategy in the Context Of Crises, Sanctions and new Trends in the Russian FMCG Market

Gerontomarketing as an Anti-Crisis Tool

User Generated Content Analysis as a Tool of Customer Centricity

Distant Work as a Factor of the Efficiency of a Company’s Performance

Implementation of Interactive Learning and Gamification Methods in International Projects

Отрывок из книги

Marketing57both changing market conditions and transformation of social relations. While the initial stage discussed above demonstrates the macroeconomic prerequisites for this transition, the next period, which began in the middle of the 20th century, is charac-terized by the use of a segment approach to identify target audi-ences in order to more accurately meet their needs. Initially, the focus was on groups of consumers united by certain charac-teristics, which made it possible to optimize resource allocation and tailor marketing strategies to specific segments.This approach [6] gradually evolved [7] into the idea of ‘ulti-mate segmentation’ [8], which aims to study individuals in the context of their social, demographic and behavioral characteris-tics. In this process, an important role was played by the trans-formation of approaches to customer relationship management — from traditional hierarchical structures to network models of communication, which became an essential aspect of the socio-logy of management in the context of personalization. Mark Granovetter’s social network theory, which emphasizes the importance of weak and strong ties in social interactions, has been reflected in customer relations: while strong ties (e. g. with regular customers) ensure stability and loyalty, weak ties (one-time buyers, subscribers) often serve as channels for dissemina-ting new information and attracting new audiences. Importantly, the shift towards individual marketing [5] was accompanied by an increased emphasis on social interaction: companies began not only to offer products, but also to build and to measure emo-tional and cultural connections with consumers [9], which helped to create a deeper sense of brand belonging. A key step in this evolution was the shift from mass communications to establish-ing a dialogue with each customer, where personal preferences, values and social attitudes played a crucial role in shaping mar-keting strategies. This customer-cent...

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