Popova Olga I.

1. Попов Е.В., Семячков К.А., Симонова В.Л. Межстрановой анализ факторов промышленной кластеризации // Экономическая наука со- временной России. 2017. № 1 (76). С. 116–128. EDN: YLERZX.

2. Sánchez-Gutiérrez J., Cabanelas P., Lam- pón J.F., González-Alvarado T.E. (2018). The im- pact on competitiveness of customer value creation through relationship capabilities and marketing innovation, Journal of Business & Industrial Mar- keting, vol. 34, no. 3, pp. 618−627. DOI: 10.1108/ JBIM-03-2017-0081.

3. Изакова Н.Б., Капустина Л.М. Концептуальная модель управления маркетингом ма- лого промышленного предприятия // Журнал экономической теории. 2019. Т. 16. № 4. С. 796– 809. EDN: WYIPFB. DOI: 10.31063/2073-6517/2019.16-4.15.

4. Багиев Г.Л. Формирование концепции маркетинга пространственного взаимодействия // Корпоративное управление и инновационное развитие экономики Севера: Вестник Научно-исследовательского центра корпоративного права, управления и венчурного инвестирования Сыктывкарского государственного университета. 2014. № 1. С. 3–14. EDN: SDBMLJ.

5. Шульц Д.Е., Танненбаум С.И., Лаутер- борн Р.Ф. Новая парадигма маркетинга. Интегрированные маркетинговые коммуникации. М. : ИНФРА-М, 2004. 232 с.

6. Kadge S., Khan U., Thange A., Mulla Sh. (2019). Sales and Invoice Management System with Anal- ysis of Customer Behaviour, International Journal of Computer Applications, vol. 136, no. 10, pp. 1–7. DOI: 10.5120/ijca2016908580.

7. Woon Kian Chong, Ka Lok Man, Mucheol Kim (2018). The impact of e-marketing orientation on performance in Asian SMEs: a B2B perspective, Enterprise Information Systems, vol. 12, no. 1, pp. 4–18. DOI: 10.1080/17517575.2016.1177205.

8. Юлдашева О.У., Писарева Е.В. Типология маркетинговых моделей // Экономический форум «Экономика в меняющемся мире» : Сбор- ник научных статей (24−28 апреля 2017 г.). Казань : Издательство Казанского университета, 2017. С. 141–144.

9. Sheth J.N., Parvatiyar A., Sinha M. (2015). The Conceptual Foundations of Relationship Mar- keting: Review and Synthesis, Journal of Economic Sociology, vol. 16, no. 2, pp. 119–149.

10. Третьяк О.А. Отношенческая парадигма современного маркетинга // Российский журнал менеджмента. 2013. Т. 11. № 1. С. 41–62. EDN: PWYJCH.

11. Möller K., Halinen A. (1999). Business re- lationships and networks: managerial challenge of network era, Industrial Marketing Management, vol. 28, no. 5, pp. 413−427. DOI: 10.1016/S0019-8501(99)00086-3.

12. Иган Дж. Маркетинг взаимоотношений. Анализ маркетинговых стратегий на основе взаимоотношений / Пер. с англ. Е. И. Лалаян. 2-е изд. М. : ЮНИТИ-ДАНА, 2008. 375 с.

13. Орлова Н.А. Преимущества использования интернет-маркетинга в деятельности малых промышленных предприятий // Шаг в будущее: искусственный интеллект и цифровая экономика : Материалы 1-й Международной научно-практической конференции. М. : Государственный университет управления, 2017. С. 306–310.

14. Мартыненко Ю.В. К вопросу о применении инструментов интернет-маркетинга на малых предприятиях // Финансовая экономика. 2018. № 7. С. 1339–1341. EDN: YUTDZJ.

15. Nguyen T.M., Le D., Quach S., Thaichon P., Ratten V. (2021). The Current Trends and Future Direction of Digital and Relationship Marketing: A Business Perspective. In Developing Digital Mar- keting. Emerald Publishing Limited.

16. Kotler P., Kartajaya H., Setiawan I. (2017). Marketing 4.0: Moving from Traditional to Digi- tal. Wiley india Pvt. Ltd; 1st edition. 208 p.

17. Кудрявцева Т.Ю., Кожина К.С. Основные понятия цифровизации. // Вестник Академии знаний. 2021. № 44 (3). С. 149–151. EDN: JKKPIS. DOI: 10.24412/2304-6139-2022-11228.

18. Попова О.И. Цифровой маркетинг как фактор устойчивого развития бизнеса в период пандемии // Менеджмент и предпринимательство в парадигме устойчивого развития : Мате- риалы IV Международной научно-практической конференции. Екатеринбург, 2021. С. 167–170.

19. Mato-Santiso V., Rey-García M., Sanzo- Pérez M.J. (2021). Managing multi-stakeholder relationships in nonprofit organizations through mul- tiple channels: A systematic review and research agenda for enhancing stakeholder relationship marketing, Public Relations Review, vol. 47, no. 4, art. 102074. DOI: 10.1016/j.pubrev.2021.102074.

20. Das K., Mungra Y., Sharma A., Kumar S. (2022). Past, present and future of research in rela- tionship marketing-a machine learning perspective, Marketing Intelligence & Planning, vol. 40, no. 6, pp. 693–709. DOI: 10.1108/MIP-11-2021-0393.

21. Папикян М.А. Лояльность и удовлетворенность клиентов // Economics. 2019. № 1. С. 13–16. EDN: YVPPRB.

22. Серебренникова А.И. К вопросу о значении лояльности для деятельности банка // Известия Уральского государственного экономического университета. 2016. № 6 (68). С. 46–56. EDN: VIJJAM.

23. Карпова С.В. Современный брендинг : Монография. М. : Палеотип, 2018. 59 c.

24. Магеррамова Г.Н. (2019). Лояльность потребителя как основа новой концепции маркетинга // Экономика и бизнес: теория и практика. 2019. № 6-2. С. 42–45. EDN: KTNMAQ. DOI: 10.24411/2411-0450-2019-10856.

25. Cano L., Castro D., Vicente-Ramos W. (2021). Relationship marketing in customer loy- alty of commercial galleries in times of COVID-19, Business: Theory and Practice, vol. 22, no. 2, pp. 426–435. DOI: 10.3846/btp.2021.14486.

26. Битохова Д.А. Лояльность потребителей: теоретический аспект // Научные междисциплинарные исследования. 2020. № 3-1. С. 102–108.

27. Reichheld F., Darnell D., Burns M. (2022). The art and rewards of winning on purpose, Leader to Leader, vol. 104, pp. 39–44. DOI: 10.1002/ ltl.20634.

28. Parasuraman A., Zeithaml V.A., Berry L.L. (1985). A conceptual model of service quality and its implications for future research, Journal ofmarket- ing, vol. 49, no. 4, pp. 41–50. DOI: 10.2307/1251430.

29. Baumann C. (2005). Determinants of cus- tomer loyalty and share of wallet in retail banking, Journal of Financial Services Marketing, vol. 9, no. 3,

pp. 231–248. DOI: 10.1057/palgrave.fsm.4770156.

30. Worthington S., Russel-Bennet R., Här- tel C. (2010). A tri-dimensional approach for au- diting brand loyalty, Journal of Brand Manage- ment, vol. 17, no. 4, pp. 243–253. DOI: 10.1057/ bm.2009.24.

REFERENCES

1. Popov E.V., Semyachkov K.A., Simonova V.L. (2017). Intercountry analysis of factors of the in- dustrial clustering, Economics of Contemporary Russia, no. 1 (76), pp. 116–128. EDN: YLERZX.

2. Sánchez-Gutiérrez J., Cabanelas P., Lam- pón J.F., González-Alvarado T.E. (2018). The im- pact on competitiveness of customer value creation through relationship capabilities and marketing innovation, Journal of Business & Industrial Mar- keting, vol. 34, no. 3, pp. 618−627. DOI: 10.1108/ JBIM-03-2017-0081.

3. Izakova N.B., Kapustina L.M. (2019). A con- ceptual model of marketing management for a small industrial enterprise, Russian Journal of Economic Theory, vol. 16, no. 4, pp. 796–809. EDN: WYIPFB. DOI: 10.31063/2073-6517/2019.16-4.15.

4. Bagiev G.L. (2014). Formation of the concept of marketing spatial interaction, Corporate Manage- ment and Innovative Development of the Economics of the North: Bulletin of the Research Center for Cor- porate Law, Managementand Venture Investing of Syk- tyvkar State University, no. 1, pp. 3–14. EDN: SDBMLJ.

5. Schulz D.E., Tannenbaum S.I., Lauterborn R.F. (2004). New marketing paradigm. Integrated mar- keting communications. Moscow: INFRA-M. 232 p.

6. Kadge S., Khan U., Thange A., Mulla Sh. (2019). Sales and Invoice Management System with Anal- ysis of Customer Behaviour, International Journal of Computer Applications, vol. 136, no. 10, pp. 1–7. DOI: 10.5120/ijca2016908580.

7. Woon Kian Chong, Ka Lok Man, Mucheol Kim (2018). The impact of e-marketing orientation on performance in Asian SMEs: a B2B perspective, Enterprise Information Systems, vol. 12, no. 1,

pp. 4–18. DOI: 10.1080/17517575.2016.1177205.

8. Yuldasheva O.U., Pisareva E.V. (2017). Typol- ogy of marketing models. In: Proceedings of scien- tific articles of the Economic Forum “Economics in the Changing World” (April 24-28, 2017). Kazan: Publishing House of Kazan University. Pp. 141–144.

9. Sheth J.N., Parvatiyar A., Sinha M. (2015). The Conceptual Foundations of Relationship Mar- keting: Review and Synthesis, Journal of Economic Sociology, vol. 16, no. 2, pp. 119–149.

10. Tretyak O.A. (2013). Relational paradigm of modern marketing, Russian Management Jour- nal, vol. 11, no. 1, pp. 41–62. EDN: PWYJCH.

11. Möller K., Halinen A. (1999). Business re- lationships and networks: managerial challenge of network era, Industrial Marketing Management, vol. 28, no. 5, pp. 413−427. DOI: 10.1016/S0019-8501(99)00086-3.

12. Egan J. (2008). Relationship marketing: Ex- ploring relational strategies in marketing. Translated from English by E. I. Lalayan. 2nd ed. Moscow: UNITY-DANA. 375 p.

13. Orlova N.A. (2017). Advantages of using Internet marketing in the activities of small indus- trial enterprises. In: Proceedings of the 1st Inter- national Scientific and Practical Conference “Step to the future: artificial intelligence and digital econ- omy”. Moscow: State University of Management. Pp. 306–310.

14. Martynenko Yu.V. (2018). On the issue of us- ing Internetmarketingtoolsatsmallenterprises, Finan- cial Economics, no. 7, pp. 1339–1341. EDN: YUTDZJ.

15. Nguyen T.M., Le D., Quach S., Thaichon P., Ratten V. (2021). The Current Trends and Future Direction of Digital and Relationship Marketing: A Business Perspective. In Developing Digital Mar- keting. Emerald Publishing Limited.

16. Kotler P., Kartajaya H., Setiawan I. (2017). Marketing 4.0: Moving from Traditional to Digi- tal. Wiley india Pvt. Ltd; 1st edition. 208 p.

17. Kudryavtseva T.Yu., Kozhina K.S. (2021). Basic concepts of digitalization, Bulletin of the Academy of Knowledge, no. 44 (3), pp. 149–151. EDN: JKKPIS. DOI: 10.24412/2304-6139-2022-11228.

18. Popova O.I. (2021). Digital marketing as a factor in sustainable business development during the Pandemia. In: Proceedings of the IV International scientific and practical conference “Management and entrepreneurship in the paradigm of sustainable de- velopment”. Ekaterinburg, Pp. 167–170.

19. Mato-Santiso V., Rey-García M., Sanzo- Pérez M.J. (2021). Managing multi-stakeholder re- lationships in nonprofit organizations through mul- tiple channels: A systematic review and research agenda for enhancing stakeholder relationship marketing, Public Relations Review, vol. 47, no. 4, art. 102074. DOI: 10.1016/j.pubrev.2021.102074.

20. Das K., Mungra Y., Sharma A., Kumar S. (2022). Past, present and future of research in rela- tionship marketing-a machine learning perspective, Marketing Intelligence & Planning, vol. 40, no. 6, pp. 693–709. DOI: 10.1108/MIP-11-2021-0393.

21. Papikyan M.A. (2019). Loyalty and customer satisfaction, Economics, no. 1, pp. 13–16. EDN:YVPPRB.

22. Serebrennikova A.I. (2016). On importance of loyalty for bank activities, Journal of the Ural State University of Economics, no. 6 (68), pp. 46–56. EDN: VIJJAM.

23. Karpova S.V. (2018). Modernbranding: Mono- graph. Moscow: Paleotip. 59 P.

24. Magerramova G.N. (2019). Consumer loyalty as a basis for a new marketing concept, Econ- omy and Business: Theory and Practice, no. 6-2,

pp. 42–45. EDN: KTNMAQ. DOI: 10.24411/2411- 0450-2019-10856.

25. Cano L., Castro D., Vicente-Ramos W. (2021). Relationship marketing in customer loy- alty of commercial galleries in times of COVID-19, Business: Theory and Practice, vol. 22, no. 2, pp. 426–435. DOI: 10.3846/btp.2021.14486.

26. Bitokhova D.A. (2020). Consumer loyalty: theoretical aspect, Scientific interdisciplinary research, no. 3-1, pp. 102–108.

27. Reichheld F., Darnell D., Burns M. (2022). The art and rewards of winning on purpose, Leader to Leader, vol. 104, pp. 39–44. DOI: 10.1002/ ltl.20634.

28. Parasuraman A., Zeithaml V.A., Berry L.L. (1985). A conceptual model of service quality and its implications for future research, Journal ofmarket- ing, vol. 49, no. 4, pp. 41–50. DOI: 10.2307/1251430.

29. Baumann C. (2005). Determinants of cus- tomer loyalty and share of wallet in retail banking, Journal of Financial Services Marketing, vol. 9, no. 3,

pp. 231–248. DOI: 10.1057/palgrave.fsm.4770156.

30. Worthington S., Russel-Bennet R., Här- tel C. (2010). A tri-dimensional approach for au- diting brand loyalty, Journal of Brand Manage- ment, vol. 17, no. 4, pp. 243–253. DOI: 10.1057/ bm.2009.24.

The article addresses a topical managerial issue managing the University brand in the context of higher education digitization. The study notes that the main attributes of the brand are determined by functional characteristics -advantages-benefits, as well as values-emotions that the consumer receives from the contact with the brand. Considering the specificity of the younger generation, universities are increasingly using digital channels in brand communications. This allows you to create a unified, complete image, and understandable to contemporary students. They are not interested in the educational process aimed at compilation and memorization of knowledge, because they live in the era of free access to a huge amount of information. The main function of today’s education is to "teach how to learn", to prepare for changes, to work with more complex projects, to broaden the horizons. Method. Online survey of students from central Russian universities. Results. Through the survey of the students’ attitude to digitalization of education and their impact on the brand of the University, it was revealed that digital technologies clearly affect the brand of the University. The study notes that students do not directly associate digital technology with the University's brand. However, they are expected to implement the mandatory functional elements of the University brand: accessibility of learning, relevant knowledge, satisfaction with the learning process by saving time and learning opportunities 24/7 anywhere in the world from well-known leading practitioners and experts. The importance of distance and online learning for students is low: about half of the respondents noted the need for distance learning and online courses at the University. Only a third of respondents are open to blended learning. This means that students are not ready to completely abandon communication with the lecturer in the classroom.

Purpose. The article addresses one of the urgent management problems-the transformation of higher education in the context of digitalization. Methods. Analysis of the transformation vector of higher education in the digital economy. Results. The analysis reveals the main directions of reorganization of the educational process based on the use of artificial intelligence technologies for the next decades. Scientific novelty. The novelty of the research approach is to determine the main directions of transformation of the educational process in the University in the digital economy.

Aim. The aim of this study is to reveal the content and specifics of innovation activity area of the Russian civil servants. Methods. Institutional, activity and value-motivational approaches make theoretical and methodological basis of the research. Empirical basis of the dissertation research were the results of sociological research conducted by the author in 2013 through a questionnaire survey of civil servants of the Sverdlovsk region (n = 375). Novelty. The article features arguments to justify the area of ​​innovation activity of civil servants, highlights factors both promoting and preventing the successful flow of innovation processes in the civil servants activity. Results. The obtained theoretical-methodological and empirical data can be integrated into the training process of higher educational establishments for such courses as "Innovation Management", "Human Resources Management", "Change Management", and also to design a specialized course "Sociology of governance innovation". The results of the study can also be used for training or retraining of civil servants to improve their management skills.