CURRENT ISSUES OF MARKETING MANAGEMENT AND THE USE OF INNOVATIVE TECHNOLOGIES IN SOLVING PROBLEMS OF SOCIO- ECONOMIC DEVELOPMENT OF RUSSIA

Contents

SECTION 1. MODERN TECHNOLOGIES OF MARKETING MANAGEMENT

Svetlana V. Karpova

Doctor of Economic Sciences, Professor of Department of Management, Finance University under the Government of the Russian Federation, Moscow (E-mail: SVKarpova@fa.ru)

Polina A. Klimova

Post-graduate, Department of Management, Finance University under the Government of Russian Federation, Moscow (E-mail: polina8kl@gmail.ru)

Building a successful brand using information design and neuromarketing principles

Abstract

Subject/Topic Currently Brand Design becomes more challenging than ever. More and more brands struggle for our attention. This work focuses on the understanding and classification of the multiple factors leading to a successful brand design and investigates the optimal solutions of the problem. The paper is paying attention and studies two additional areas: “Information Design” and “Neuromarketing”, considering that the knowledge and contribution they provide, are particularly important for the achievement of a successful brand design.

Goals/Objectives In order to meet the aim of the paper, a theoretical study of each sector is conducted and their advantages are being combined in order to set the optimal design requirements. The originality of this work lies in the involvement of the Information Design principles and philosophy together with the Neuromarketing acheivements in the brand design process.

Conclusion and Relevance The results should assist marketers and companies to build a strong, secure and successful personalized relationship with each consumer, with the aim to achieve the raise of their attention and interest considering each ones perception, background and preferences.

Keywords: branding, brand design, information design, neuromarketing, consumer behavior, product, emotions, communication, perception

References:

  1. Burghelea Cristina, 2008, The Neuromarketing – An Instrument Of The Traditional Marketing Techniques, Hyperion International Journal of Econophysics & New Economy, Econophysics Section, p. 61-73, Volume 1, Issue 1.
  2. Ang Swee Hoon, Lim Elison Ai Ching, 2006, The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes, Journal of Advertising, Vol.35, No. 2, pp 39-53, Taylor&Francis, Ltd.
  3. Bercea M.D., 2012, Anatomy of methodologies for measuring consumer behavior in neuromarketing research. Proceedings of the LCBR European Marketing Conference 2012. ISSN: 2190-7935.
  4. Hawkins, D.I., Best, RJ., and Coney, KA (2001), Consumer Behavior: Building Marketing Strategy, Boston: Irwin McGraw-Hill.
  5. Brembeck, H., Ekstrom, K., 2004, Elusive Consumption, Berg, Oxford.
  6. Hernandez Perez Lorena, 2011, Cognitive Tools For Successful Branding, Oxford University Press 2011, Applied Lingusitics 2011: 32/4: 369-388.
  7. Burne, Jerome 2003, A probe Inside the Mind Of the Shopper, Financial Times, London (UK): Nov 28:13.
  8. Karpova S., 2011. Modern brending: monography [Сovremenniy brending: мonografia] – М.: «Paleotip». – 188 с. [In Russian]
  9. Allegrezza, Ray, 2000, “Generations shop differently,” Furniture Today, November. 2000, Vol. 25, Issue 11
  10. Boag Andrew, 2001, What is Information design?, Boag Associates.
  11. Chung K. KIM, Dongchul Han, Seung –Bae Park, 2001, The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification, Japanese Psychological Research, Volume 43, No. 4, 195-206, Special Issue: Consumer behavior.
  12. Economides Peter, 11th “Aristotelis” Congress of EEDE in Thessaloniki, 2011, Speech: “Rebranding Greece”. https://networkmarketinghelp.vidlify.net/en/video/GsDaJfNlio8/Rebranding-Greece-Peter- Economides.
  13. Berger J, Fitzsimons G., 2008, Dogs on the street, Pumas on your feet: how cues in the environment influence product evaluation and choice, Journal of Marketing Research 45: 1–14.

10

Vladimir A. Terentyev

postgraduate, Department of Advertising, Design and Public Relations, Plekhanov Russian University of Economics, Moscow (E-mail: vladimir.terentyev@kedgebs.com)

Determination of optimal communication channels in branding

Abstract.

Subject/Topic Modern market is overflowed with different media and marketing channels. This leads to a situation of weak branding results due to the wrong selection of communication channel. In order to analyze what communication channels can improve branding results in Russia the author compares all current and new media channels and carries out a survey to find theit success drivers.

Goals/Objectives The main purpose of this article was to study the effectiveness of new advertising media channels usage. Other tasks were to determine the main types of new advertising media, their effectiveness and the possibilities of using them in Russia

Methodology To solve the tasks below 120 men and women, 21-28 years old, living in large cities of Russia (Moscow, St. Petersburg, Perm, Krasnodar, Novosibirsk) were interviewed, based on a specially developed questionnaire.

Conclusions and Relevance Based on the survey results the author determines that modern creative media channels (ambient media, «new media» and mobile networks) have enough efficiency for branding communications, although they have such weak points as: need to build communication with the brand, as well as the interactivity of the channel itself and its messages.

Keywords: marketing, branding, communication channels, new media, ambient media.

References:

  1. Kotler (2006) – Kotler P. Marketing management. [Marketing menedzhment], Piter [Piter] 2006 р. 32 [in Russian].
  2. Lambin (2007) – Lambin J.-J. Market-Driven Management: Strategic and Operational Marketing [Menedzhment, orientirovannyiy na ryinok. Strategicheskiy i operatsionnyiy marketing], Piter [Piter] 2007 р. 65 [in Russian].
  3. Boyd, Ellison (2007) – Boyd D., Ellison N. Social Network Sites: Definition, History, and Scholarship, Journal of Computer-Mediated Communication. 2007. Т. 13. № 1. p. 210-230
  4. Kiselev 2016 – Kiselev V.M., Savinkov S.V., Terentyev V.A. Scientometric evaluation of visual solutions for branding / Globalization and its socio-economic consequences. 16th International Scientific Conference. 5th – 6th October 2016. Proceedings. Part II. ZU – University of Zilina. Rajecke Teplice, Slovak Republic. – P. 892-897.
  5. Kiselev 2016 – Kiselev V.M., Savinkov S.V., Ivanov A.V., Fedorova A.V., Terentyev V.A., Sokolov M.D. Evaluation of the effectiveness and competitive advantages of graphical solutions for visual communications [Otsenka effektivnosti i konkurentnykh preimushchestv graficheskikh resheniy vizual’nykh kommunikatsiy]// Bulletin of the PRUE [Vestnik REU]. 2016. №3 (87). P. 106-113. ISSN 2413-2829 [in Russian].
  6. Kiselev 2015 – Kiselev V.M., Korkacheva OV, Savinkov SV, Ivanov AV, Fedorova A.V. Convergent concept of branding for corporate behavioral design [Konvergentnaya kontseptsiya brendinga dlya korporativnogo povedencheskogo proyektirovaniya]// Bulletin of the Plekhanov Russian University of Economics [Vestnik Rossiyskogo ekonomicheskogo universiteta im. G.V. Plekhanova]. 2015. № 5 (83). – P. 119-131 [in Russian].
  7. Kiselev 2015 – Kiselev V.M., Savinkov SV, Gudkova EG, Ivanov A.V., Fedorova A.V. Plekhanov’s brand book: a modern arsenal of branding technologies [Plekhanovskiy brendbuk: sovremennyy arsenal tekhnologiy brendinga]. XIX International Scientific and Methodical Conference of Heads of the Departments of Marketing, Advertising, Public Relations, Design and Allied Specialties. Collection of materials. – Association of Communication Agencies of Russia [Assotsiatsiya Kommunikatsionnykh Agentstv Rossii]. 2015. – P. 163-176 [in Russian].

18

Iliya V. Rozhkov

Review of Russian and foreign innovation technologies for  information support of marketing activities

29

Maria А. Kirpicheva

Ph.D, (Economic Sciences), Associate Professor, Department of Management, Finance University under the Government of Russian Federation, Moscow (E-mail: MAKirpicheva@fa.ru)

Features of social networks marketing

Abstract

Subject/Topic Currently one of the most effective ways to attract customers and to increase sales is marketing in social networks, or Social Media Marketing. Its main goal is to attract users of social networks that are potential customers to the company’s website. However, like any other element of Internet marketing, SMM has its own distinctive features.

Goals/Objectives At the moment, SMM is not well researched, despite the fact that this market was actively growing and developing over the past 8 years. Constantly appear various tools, which change the process of attracting clients in social media. That’s why the study of the features of social networks marketing is topical.

Methodology The purpose of the article is to analyze popular social networks in Russia, identify their features, highlight the advantages and disadvantages of SMM-promotion. The following research methods were used: comparative analysis, generalization.

Conclusion and Relevance Based on the research conducted by the author, the stages of SMM marketing implementation in social networks are highlighted and described.

Keywords: marketing communications, promotion, Internet marketing, social networks, SMM.

References

1. Tsaturyan (2015) – Tsaturyan S.A. Social networks as an innovative mechanism of “soft” impact and management of mass consciousness [Sotsialnyie seti kak innovatsionnyiy mehanizm «myagkogo» vozdeystviya i upravleniya massovyim soznaniem] // Articles: Electronic resource: http://csef.ru/, [Elektronnyiy resurs: http://csef.ru/], 2012. Pp. 65-75.
2.Kirpicheva (2015) – Kirpicheva MA, Magomedova G.M. Features of the development of an advertising campaign in Internet [Osobennosti razrabotki reklamnoy kampanii v internete], New Science: Experience, Traditions, Innovations “REU im. G.V. Plekhanov , [Novaya nauka: opyit, traditsii, innovatsii» REU im. G.V. Plehanova] No. 4-1, 2015. pp. 153 – 158 [in Russian]
3.Mitrofanova (2014) – Mitrofanova AA Marketing communications in social networks: problems and development prospects [Marketingovyie kommunikatsii v sotsialnyih setyah: problemyi i perspektivyi razvitiya], Young scientist [Molodoy uchenyiy], 2014. – № 8. Pp. 536-539.
4.Khalilov (2015) – Khalilov D. Marketing in social networks. [Marketing v sotsialnyih setyah], Moscow: Mann, Ivanov and Ferber [Mann, Ivanov and Ferber], 2015. pp. 35-39.

36

SECTION 2. FEATURES OF MANAGEMENT AND SOCIO-ECONOMIC DEVELOPMENT OF RUSSIA

Svetlana V. Zemlyak

Doctor of Economic Sciences, Professor, Head of Economics and Management Department, Finance University under the Government of the Russian Federation, Smolensk (E-mail: SVZemlyak@fa.ru)

Aleksey V. Naumenkov

Ph.D of jurisprudence, Associate Professor of the Department of Philosophy, History and Law, Finance University under the Government of the Russian Federation, Smolensk (Email:AVNaumenkov@fa.ru)

Marina V. Shelomentseva

research scientist, Finance University under the government of the Russian Federation, Smolensk (E-mail: MVShelomentseva@fa.ru)

Russian entrepreneurship and regional management

Abstract

Subject/Topic Currently the most important element of market economy is entrepreneurship, targeted at modernization of production and improving the qualities of products, achieving resource and environmental effects, improving the quality of life of the population, stimulating the development of youth entrepreneurship.

Goals/Objectives The aim of the study is to assess the effectiveness of regional policies on the state of small and medium-sized enterprises (SMEs), and to develop proposals for the implementation of SME policy in conditions of new economic challenges.

Methodology The methodology of the study is presented by the analysis of existing practice of assessing the activities of regional government bodies aimed at support of SMEs.

Conclusions and Relevance On the basis of the conducted research, the specifics and the most acute problems of Russian legal entities of the Russian-Belarusian borderland (Bryansk, Pskov and Smolensk regions) related to SMEs were revealed, what allowed to formulate targeted recommendations for selected types of regions on the effectiveness of the SME development policy.

Keywords: small and medium-sized business, region, regional policy effectiveness, territorial differentiation, Russian-Belarusian borderland, analytical tools, efficiency, strategies

References:

  1. Karpova (2010) – Karpova S.V. Innovative marketing policy of Russian companies [Innovatsionnaya marketingovaya politika rossiyskih kompaniy]: Monografiya. M.: OOO «Elf IPR», 2010. – S. 157-158.
  2. Zemlyak (2016) – Zemlyak S.V. Cooperation between Regional Authorities and Public Non-Profit Organizations [Vzaimodeystvie regionalnoy vlasti s obschestvennyimi nekommercheskimi organizatsiyami]//Ekonomika. Nalogi. Pravo. 2016. T. 9. # 5. S. 105-112.
  3. Naumenkov (2014) – Naumenkov A.V. Corporate contract as an innovation of civil law [Korporativnyiy dogovor kak novatsiya grazhdanskogo zakonodatelstva]//XX Kirillo-Mefodievskie chteniya/ pod red. Katrovskogo A.P. – Smolensk, SGU, 2014. S. 99-103.
  4. Kiyaschenko (2017) – Kiyaschenko L.T. The quality of labor forces as a factor of regional investment development [Kachestvo trudovyih resursov kak faktora investitsionnogo razvitiya regiona]//Konkurentosposobnost v globalnom mire: ekonomika, nauka, tehnologii. 2017. # 2. S. 40-42.
  5. Management of human resourses [Upravlenie chelovecheskimi resursami]./pod red. Lapshovoy O.A. – M. : Izdatelstvo Yurayt, 2017. – 457 s.
  6. Chamber of Commerce and Industry of the Russian Federation – 07.02.2017- The index of quality conditions for small and medium-sized businesses in 2015: regional disparities in the interests of business, for the benefit of Russia  [Indeks kachestva usloviy dlya malogo i srednego biznesa v 2015gg.: regionalnyie disproportsii] // Rossiyskiy bank podderzhki malogo i srednego predprinimatelstva [Elektronnyiy resurs]. URL: http://www.tpprf.ru/ru/business/analytics/index
  7. The World Bank – Russian Federation – 3.02.2017 – National and regional trends in regulatory burden and corruption : policy note : Russian Federation – National and regional trends in regulatory burden and corruption [ Rossiyskaya Federatsiya: obschenatsionalnyie i regionalnyie tendentsii dinamiki bremeni gosudarstvennogo regulirovaniya i korruptsii // Vsemirnyiy bank [Elektronnyiy resurs]. URL: http://www.documents.vsemirnyjbank.org /curated/ru /2013/09 /18319666 /russian-federation-national-regional-trends-regulatory-burden-corruption
  8. Group of companies NISSE 13.02.2017 – Measuring business conditions in Russian regions [Izmerenie usloviy vedeniya biznesa v rossiyskih regionah] // Natsionalnyiy institut sistemnyih issledovaniy problem predprinimatelstva [Elektronnyiy resurs]. URL: http://www. nisse.ru /business /article/article_1661.html
  9. Non-Profit Partnership “OPORA”. – 03.01.2017 – Entrepreneurial Climate in Russia: Index of Support-2012 [Predprinimatelskiy klimat v Rossii: Indeks oporyi–2012] // Opora Rossii [Elektronnyiy resurs]. URL: http:// www.new.opora.ru/projects/index
  10. Andreeva (2016) – Andreeva E. L., Gluhih P. L., Frants O.B., Aleksina A.S. Evaluation of the effectiveness of regional business development policy in Russia [Otsenka rezultativnosti regionalnoy politiki razvitiya predprinimatelstva v Rossii] / pod red. E. L. Andreevoy. – Ekaterinburg, Institut ekonomiki, 2016. – 152 s.

46

Veronika V. Yankovskaya

Ph.D (Economic Sciences), Associate Professor of the Department of Тheory of Management and Business Technologies, Plekhanov Russian University of Economics (PRUE), Moscow (Е-mail: veronika28-2@mail.ru)

Lyudmila N. Babkina

Doctor of Economic Sciences, Professor of the Management Organization Department, St. Petersburg State University of Economics (GESPb), St. Petersburg (Е-mail: lnbabkina_6@mail.ru)

Features of the assessment of the professional results of the teaching staff work

Abstract

Subject/Topic In this work a study of Higher School teacher’s efficiency in modern conditions was performed.

Goals/Objectives Discussion of the results of research on the parameters of such complex phenomenon as «the result of the work of the Higher school faculty». To achieve this goal, the following tasks were solved: – a comparative evaluation of various concepts on the working results of teachers at the Higher School; – discussion of the content of the work efficiency indicator; – the possibility and expediency of application of humanization concept for the assessment of the above process.

Methodology The traditional methodology of scientific research is used: the formulation of a scientific hypothesis with subsequent argumentation both in favor of confirmation, and against it.

Conclusion and Relevance The application of the concept of humanization can positively affect the evaluation of the effectiveness and intensity of the work of the faculty with simultaneous growth of its potential.

Keywords: the result of the work of the teaching staff, the indicators of the teacher’s work assessment, the efficiency of the teacher’s work.

References:

  1. Babkina 2003 – Babkina, L.N. Management. Textbook / Editedby V.V. Tomilova, L.N. Babkina, E.V. Pesotskaya, L.A. Trofimova, V.V. Trofimov. -2003. 391c. Moscow: YURAYTIZDAT.[in Russian].
  2. Belov 2014 – Belov, V.G. Criteria of the assessment of the work efficiency of the teaching staff / V.G. Belov, Y.A. Parfyonov, E.P. Kosinova, N.M. Gibova // Fundamental research,2014. #8-4. [in Russian].
  3. Vasilieva 2016 – Vasilieva, E.Y. – Ed.D. The concept of the system of the assessment of the quality of teachers’ work in a higher educational institution / Abstract of the thesis.-Mode of access:http://wwwdissercatcom/content/kontseptsiya-sistemy-otsenki-kachestva-deyatelnosti-professorsko-prepodavatelskogo-sostava-v#ixz4OCwzt78C (Accessed date: 25.10.2016);[in Russian].
  4. Vasilieva 2005 – Vasilieva E.Y., Trapitsyn S.Y. Assessment of the quality of teachers’ work in a higher educational institution.http:// cyberleninka.ru/article/n/otsenka-kachestva-deyatelnpsti-professorsko-prepodavatelskogo-sosvata-vuza- (Accessed date: 25.10.2016); 2005. [in Russian].
  5. Grinenko 2013 – Grinenko, S.V., Edalova, E.S. Efficiency of teachers’ work in the system of higher professional education [Electronic resource] / Scientific article. Access mode: http://cyberleninka.ru/article/n/rezultativnost-truda-prepodavateley-v-sisteme-vysshego-professionalnogo-obrazovaniya – (Accessed date:25.10.2016);2013. [in Russian].
  6. Kochetkova2012 – Kochetkova, N.N. Management of the efficiency of teachers’ work in a higher educational institution by using a criterial remuneration model.-Abstract of the thesis of Ph.D. in Economics: 08.00.05 / N. Kochetkova– Astrakhan, 2012. 24 p.[in Russian].
  7. Litvinova 2012 – Litvinova, O.I. Efficiency of teachers’ work in higher educational institutions as a factor of the growth of the HEI competitiveness. Abstract of the thesis of Ph.D. in Economics: 08.00.05 / Litvinova O.I. – Moscow, 2012. 28 p.;[in Russian].
  8. Ryabova 2011 – RyabovaТ., Ph.D. in Social Studies. Assessment of the professional activity of the teaching staff in higher educational institutions in the conditions of modernization of higher education / Abstract of the thesis. Access mode: http://www.dissercat.com/content/otsenka-professionalnoi-deyatelnosti-professorsko-prepodavatelskogo-sostava-vuzov-v-usloviya#ixzz 4OCUfs ILT– (Accessed date: 25.10.2016) 2011.[in Russian].
  9. Samoylyuk 2014 Samoylyuk, T.A. Work humanization is a principle direction of the labour life quality improvement. / / Creative Economy, 5(89) / Abstract of the thesis.2014. [in Russian].
  10. Samoylyuk 2014 – Samoylyuk, T.A. The state and problems of work humanization in enterprises in modern conditions.Internet-magazine.2014. [in Russian].
  11. Yankovskaya 2017 – Yankovskaya, V.V. Properties and the basic principle of formation of professional and pedagogical potential. Economics and Entrepreneurship, 1(78), 2017. pp.741-745. [in Russian].
  12. Kiselev 2008 – Kiselev V.M., Krasyuk I.N., Plyushcheva L.V. Modeling of the process of marketing communications [Modelirovaniye protsessa marketingovykh kommunikatsiy]// Marketing. 2008 – No. 2.- P. 50-58.

61

Elena V. Nikiforova

Doctor of Economic sciences, Professor of the Department of Accounting, Analysis and Audit, Finance University under the Government of the Russian Federation, Moscow (E-mail: EVNikiforova@fa.ru)

Lyudmila M. Kupriyanova

Candidate of Economic sciences, Associate Professor of the Department of Accounting, Analysis and Audit, Deputy Head of the Chair of “Economics of intellectual property” at Finance University under the Government of the Russian Federation, Moscow (E-mail: kuprianovalm@yandex.ru)

The need of ERP systems application in the activity of modern economic subjects

Abstract.

Subject/Topic ERP-system, which is focused on improving the effectiveness of management decisions and increase of competitiveness.

Goals/Objectives Investigation of possibilities of corporate planning and resource management systems (ERP); integration capabilities of functionally interrelated areas of the economic subject: management of material resources flows, production planning, accounting, personnel management, etc.

Methodology Analysis of management systems; analysis and assessment of the use of flexible corporate ERP-class information systems; justification of the result of assessment of ERP-algorithm for analysts, business experts and interested stakeholders to assess the effectiveness of the investment processes of the economic entity.

Result Successful economic subjects quickly explore new products and markets. The competitive environment is constantly forces the economic actors to response rapidly to market changes, to find new competitive advantages over their competitors.

Conclusions anf Relevance Changes in market conditions cause the necessity of improvement of the production program, increasing the costs of coordination between the processes of procurement, production and sales. Implementation of ERP-system ensures the development of administrative activity of the economic entity and good management, reduces support costs and improves the effectiveness of management decisions. ERP-effects are reflected in operational results.

Keywords: economic entity, production planning, profitability, ERP-systems, business analyst, business expert, competitive environment, ERP – algorithm, management decisions, ERP-effects, operational performance, cost-effectiveness, project financing, standardization, human resources management , procurement, investment management, process-oriented evaluation, the cost-effectiveness of IT systems.

References:

  1. Zaykovskaya, A. S. Methods of evaluating the effectiveness of implementing ERP systems on the enterprises of the oil and gas industry // Economics, management, Finance: materials of IV International scientific conference, Perm, Russia, April 20-23, 2015. Perm: Mercury, 2015. C. 29-31. 4. Zaykovskaya, A. S. Foreign experience of introduction of ERP-systems// Young scientist. 2015. №. 2 (82). P. 250-253. [In Russian]
  2. ERP-systems: “for”, “against” or abstain // IT Manager. 2007. No. 2. Pages 34-37 [In Russian]
  3. What is ERP? [Electronic resource] // Independent ERP portal. 2015. URL:http://www.erp-online.EN/erp/ (accessed: 18.01.2017).
  4. A Panorama Consulting Solutions Research Report [Electronic resource]// 2014 ERP Report. 2016. URL: http://go.panoramaconsulting.com/rs/panoramaconsulting/images/ 2014-ERP-Report.pdf (date of access: 18.01.2017) the 2016 erp report: organizational change management – LEHRN
  5. Adel M. Aladwani Change management strategies for successful ERP implementation // Business Process Management Journal. 2011. No 7. Iss: 3. Р.266 -275
  6. Al-Mashari M., Zairi M. Information and business process equality: the case of SAP R/3 implementation [Electronic resource] // Electronic Journal on Information Systems in Developing Countries. 2011. No 2 URL: http://www.unimas.my/fit/roger/EJISDC/EJISDC.htm (date of access: 01.04.2016).
  7. Estimating the Cost of ERP Implementation Services [Electronic resource] // Inside-ERP for Business. 2016. URL: http://it.toolbox.com/blogs/insideerp/estimating-the-cost-of-erp-implementation-services-73255 (date of access: 01.05.2016).
  8. Gattiker, T. & Goodhue, D. What Happens After ERP Implementation: Understanding the Impact of Inter-Dependence and Differentiation on Plant-Level Outcomes // MIS Quarterly. 2005. No 29 (3). C.559–585
  9. Holland C.P., Light B. A critical success factors model for ERP implementation // IEEE Software. 2008. No 05/06. Р. 30-35.
  10. Holland, C. and Light, B. A Critical Success Factors Model for ERP Implementation // IEEE Software. 2009. No 05/6. P. 30–35 109
  11. J. Van Vuuren, L. F. Seymour Towards a model for user adoption of enterprise systems in SMEs // Enterprise Systems Conference (ES). Cape Town. 2013. Р. 1-9.
  12. K. Salimifard, M. Ebrahimi, M. A. Abbaszadeh Notice of Retraction Investigating critical success factors in ERP implementation projects //Advanced Management Science (ICAMS). 2010 IEEE International Conference, Chengdu. 2010. Р. 82-86.
  13. Lee Z., Lee J.Y. An ERP implementation case study from a knowledge transfer perspective // Journal of Information Technology. 2010. №15. Р. 281-286.
  14. Payam Hanafizadeh, Ahad Zare Ravasan Life after ERP implementation// International Journal of Enterprise Information Systems. 2011. No 7(4). Р. 23-63.
  15. Piturro M. How midsize companies are buying ERP // Journal of Accountancy. 2009. No 188(3). Р. 41-8.
  16. Scheer A.W., Habermann, F. Enterprise resource planning: making ERP a success // Communications of the ACM. 2010. No 43(4). Р. 57-61.
  17. Shahin Dezdar, Ainin Sulaiman Successful enterprise resource planning implementation: taxonomy of critical factors // Industrial Management & Data Systems. 2008. No 109. Iss: 8. Р.1037-1052.
  18. Sherry Finney, Martin Corbett ERP implementation: a compilation and analysis of critical success factors // Business Process Management Journal. 2007. No 13. Iss: 3. Р. 329-347.
  19. Soh, C., & Sia, S.K. An institutional perspective on sources of ERP package-organisation misalignments // Journal of Strategic Information Systems. 2004. No 13. P. 375–397.
  20. Tingting Huang, Kazuhiko Yasuda. Comprehensive review of literature survey articles on ERP // Business Process Management Journal. 2016. No 22. ISS: 1, Р. 2 -32. 110
  21. Yongbeom Kim, Zoonky Lee, Sanjay Gosain Impediments to successful ERP implementation process // Business Process Management Journal. 2015. No 11. Iss: 2. Р. 158-170
  22. Baker S.L. Perils of the Internal Rate of Return / S.L. Baker. – Chicago: Chicago state university publishing, 2007. – 174 c.
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74

SECTION 3. APPLICATION OF CREATIVE TECHNOLOGIES IN MANAGEMENT

Vladimir M. Kiselev

Doctor of Engineering Sciences, Professor of Chair of Theory of Management and Business Technologies, Plekhanov Russian University of Economics (PRUE), Chief Researcher of ESC ‘Management’, Moscow (Е-mail: kisselev.vm@mail.ru)

Larisa V. Pljushcheva

Ph.D (Economic Sciences), Associate Professor of the Department of Business, Plekhanov Russian University of Economics (PRUE), Kemerovo branch (E-mail: larisapv@rambler.ru)

Infogramming by means of communication

Abstract

Subject/Topic The materials of the article reveal the content of the author’s concept of olfactory communication in theoretical and practical aspects. Attention is paid to the essential moments of encoding information in the format of intellectual support for managerial decisions in the economic sphere. The combined information tool of the cross-infogram is considered.

Goals/Objectives To transfer the process of making managerial decisions from the field of indefinite random choice to the zone of directed regulation of the decision-making process in the economic sphere.

Methodology The research methodology assumes a directional choice of olfactory factors that have olfactory label parameters for applying visual information on cross-infograms to specific areas of placement of visual information. Through the influence of these labels on the mind of decision-makers, to form targeted management decisions in the economic sphere. To eliminate the uncertainty of the process of olfactory communication, it is proposed to form these factors into complex olfactory modules.

Conclusion and Relevance A hypothesis and methodological recommendations are proposed for the formation of information tools in the format of cross-infograms that facilitate a quick and definite choice of managerial decisions.

Keywords: olfactory communication factors, cross-infograms, olfactory codes, management decisions.

Reference:

  1. Kiselev 2017 – Kiselev V.M., Syaglova Yu.V., Plyushcheva L.V. Multisensory marketing communications. Info- and identity design. Scientific monographY [Mul’tisensornyye marketingovyye kommunikatsii. Info- i identdizayn. Nauchnaya monografiya]. – M .: RusSciens [RusSayns], 2017. – 236 p. [In Russian].
  2. Kiselev 2016 – Kiselev V.M., Savinkov S.V. Visual properties of goods as effective convergent communication [Vizual’nyye svoystva tovara kak effektivnaya konvergentnaya kommunikatsiya]. Actual problems of socio-economic development in Russia. Supplement to the journal Economy. Business. Banks. Collection of scientific works of the Scientific and Practical Conference [Aktual’nyye problemy sotsial’no- ekonomicheskogo razvitiya Rossii. Prilozheniye k zhurnalu Ekonomika. Biznes. Banki. Sbornik nauchnykh trudov Nauchno-prakticheskoy konferentsi]. – Moscow: RIM University. – Volume 8. – 2016. – P. 208-220. [In Russian].
  3. Kiselev 2008 – Kiselev V.M., Krasyuk I., Plyushcheva L. Modeling of the process of marketing communications [Modelirovaniye protsessa marketingovykh kommunikatsiy] // Marketing. 2008. – No. 2. – P. 50-58. [In Russian].
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  7. Kiselev 2016 – Kiselev V.M., Savinkov SV, Ivanov AV, Fedorova AV Convergence of communications as a basis for the optimal use of tools for promoting goods and services [Konvergentsiya kommunikatsiy kak osnova dlya optimal’nogo ispol’zovaniya instrumentov prodvizheniya tovarov i uslug]// Marketing in Russia and abroad [Marketing v Rossii i za rubezhom]. – 2016. – No. 1. – P. 46-58. [In Russian].
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  9. Zotova 2016 – Zotova I.V. Research of development trends in management consulting in Russia and Germany [Issledovaniye tendentsiy razvitiya upravlencheskogo konsaltinga Rossii i Germanii] // Economics and Entrepreneurship [Ekonomika i Predprinimatel’stvo]. – 2016. – No. 3. –part 2. – р. 1117-1120. [In Russian].
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  11. Sharkov 2016 – Sharkov FI, Alekseev AN, Kiselev V.M., Potapchuk VA Design as communication [Dizayn kak kommunikatsiya]// Communicology [Kommunikologiya]. – 2016. – volume 4. – №3. – P. 177-187. [In Russian].
  12. Kiselev 2015 – Kiselev V.M., Plushcheva LV, Syaglova Yu.V. The influence of taste sensations on the perceived value of the trade proposal [Vliyaniye vkusovykh oshchushcheniy na vosprinimayemuyu tsennost’ torgovogo predlozheniya]// Marketing and marketing research [Marketing i marketingovyye issl

92

Irina V. Zotova

Ph.D (psychology sciences), Associate Professor of the Department of Management Theory and Business Technologies, Plekhanov Russian University of Economics (PRUE), Chief Researcher (E-mail: сoachreu2015@gmail.com)

Creativity as a driver of the economy of the 21st century

Abstract

Subject/Topic The article is devoted to creativity and its role in establishment of creative economy. The author considers the theories and methods of creativity, which help to look outside the box offer non-trivial solutions of existing problems. The author also provides an analysis of research results of the level of development of creative economy in the world, based on the 3T index. The article considers the main criteria and requirements for media creativity (the creative class) and recommendations for realization of creative projects, as well as the conditions under which creativity becomes an innovation. The author also concludes that embodied in firms’ innovation activity, creativity becomes the driver of the economy of the 21st century.

Goals/Objectives Creativity/Creative economy. To show how creativity affects economic development in the 21st century. To find out what is creativity and how it contributes to the development of the creative economy not only of organization but of the country. To show the research results of the level of development of creative economy in the world, based on the 3T index. To give recommendations on the development and implementation of creativity and creative class (managers and staff). To show the importance of creativity for the development of new products and services (innovation).

Methodology Analysis of creativity in Russia and other countries. The reference to the study of the level of development of creative economy in the world, based on the 3T index.

Conclusion and Relevance The emergence of creativity as a key element in economic life is the basis of a continuous process of change. Creativity was appreciated by the increasingly wide recognition of the fact that it is the source of new technologies, new industries, new wealth and other economic advantages. Creativity, embodied in the innovative activities of the company is becoming a driver of the economy of the 21st century.

Keywords: creativity, creative economy, creative potential, creative thinking, creative theory, innovation, development, society

References:

  1. Alshuller 1956 – Alshuller GS, Shapiro RB On the psychology of inventive creativity [O psikhologii izobretatel’skogo tvorchestva] // Questions of psychology [Voprosy psikhologii]. – 1956. No. 6. – p. 37-49. [In Russian].
  2. Guilford 1967 – Guilford JP The nature of human intelligence [Priroda chelovecheskogo intellekta]/ JP Guildford. – New York.: McGraw Hill. 1967. [In Russian].
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  4. Global creativity index. //https:culturepartnership.eu/article/global-creativity-index-2015.
  5. Gorelov 2012 – Gorelov NA, Korableva ON Knowledge and creativity are the main features of the new society [Znaniye i kreativnost’ – osnovnyye cherty novogo sotsiuma]// Russian Entrepreneurship [Rossiyskoye predprinimatel’stvo]. – 2012. – No. 2 (200). – from. 64-71. [In Russian].
  6. Makarova 2016 – Makarova A.D. Analysis and prospects for the development of creative economy in the Russian Federation [Analiz i perspektivy razvitiya kreativnoy ekonomiki v RF] //Young Scientist [Molodoy uchenyy]. – 2016. – № 28. – P. 481-484. [In Russian].
  7. Florida 2012 Florida R. Creative class. People who create the future [Kreativnyy klass. Lyudi, kotoryye sozdayut budushcheye]. – М.: Publishing house «Mann, Ivanov and Ferber», 2012. – 350 p. [In Russian].
  8. Boden М., The Creative Mind; Arieti, Creativity: The Magic Synthesis; S. A. Mednick, «The Associative Basis of the Creative Process». – Psychological Review 69 (1968): 220-232.
  9. Kiselev 2017 – Kiselev V.M., Syaglova Yu.V., Plyushcheva L.V. Multisensory marketing communications. Info- and identity design. Scientific monography [Mul’tisensornyye marketingovyye kommunikatsii. Info- i identdizayn. Nauchnaya monografiya]. – M.: RusSciens [RusSayns], 2017. – 236 p. [In Russian].
  10. Sharkov 2016 – Sharkov FI, Alekseev AN, Kiselev V.M., Potapchuk VA Design as communication [Dizayn kak kommunikatsiya] // Communicology [Kommunikologiya]. – 2016. – volume 4. – №3. – P. 177-187. [In Russian].

102

Vladimir M. Kiselev

Doctor of Engineering Sciences, Professor of Chair of Theory of Management and Business Technologies, Plekhanov Russian University of Economics (PRUE), Chief Researcher of ESC ‘Management’, Moscow (Е-mail: kisselev.vm@mail.ru)

Sergey V. Savinkov

Ph.D (Engineering Sciences), Associate Professor, Chair of Advertizing, Public Relations and Design, Plekhanov Russian University of Economics (PRUE), (Е-mail: savinkov.sv@gmail.com)

Yulia V. Syaglova

Ph.D (Economic Sciences), Associate Professor of Marketing and Trade Department of Russian Presidential Academy of National Economy and Public Administration (RANEPA), (E-mail: y.syaglova@mail.ru)

Visual support of management decisions by means of infogramming

Abstract

Subject/Topic In the practice of marketing communications, the messages are used mainly in a form of direct trade offers. Such messages do not provide an effective clients perception and designed result in the form of forecasting client response. The main factor of this negative phenomenon is the perception of the meaning (content) in the centers of critical analysis of the significance of the transferred information for definite individual in his mind.

Goals/Objectives Transformation of marketing communications from mass-oriented to personal-directed.

Methodology With this transformation, the negative effect of misunderstanding by recipients disappears and can change the sign of the potential from negative to positive. The absence of content loaded in messages changes the way of their penetration into the mental structure of people – by passing critical centers (will standards, analytical and rational thinking, temporary memory, etc.) that protect from excessive information existing in external environment, directly to the subconscious (feelings, emotions, habits, experience, etc.).

Conclusion and Relevance Through visual infogramming, the effectiveness of marketing communications can be significantly improved.

Keywords: visual properties of goods, UTS, convergence of communications, integration of marketing communications.

References:

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