Irina A. Krasyuk

The research substantiates the need to develop strategic marketing management tools. The following factors are identified as determining the expediency of improving strategic marketing tools: the dynamic nature of the market environment, which necessitates the formation of a strategic marketing management system; the implementation of a proactive approach in strategic management and the transition from ensuring implementation to a proactive management stratagem; choosing the strategic potential of an enterprise as the main object of strategic marketing management; creating a strategic marketing ecosystem of an industrial enterprise based on strategic marketing forecasting; building a promising image of strategic potential based on the implementation of the results of collective innovation activities. The methodological base of the research is represented by traditional methods: analysis and synthesis of theoretical information, comparison and generalization. In the course of the research, a justification was obtained for increasing the role of the strategic potential of the enterprise as a result of the development of competitive forces and the evolution of the innovation sphere, shortening the life cycle of goods and the need to intensify the modernization of production forces. In turn, this fact determined the need to develop the strategic ecosystem of the enterprise. The article proposes a logical model for the development of strategic marketing management tools, reflecting the need to develop special strategic marketing tools in the following areas: strategic forecasting of the market environment, strategic analysis and planning of the development of the strategic potential of the enterprise in the format of a marketing ecosystem and modeling of marketing strategy. The most promising areas for the development of strategic marketing tools have been identified: analysis of strategic potential in the enterprise ecosystem as the development of strategic marketing analysis, marketing design as a type of marketing (strategic) planning, and synergetic modeling of the strategic marketing ecosystem and marketing strategy.

The article presents the results of a study aimed at analyzing the communicative activity of regional creative clusters in the Russian Federation within the «Vkontakte» social network. The relevance of the study stems from the growing role of creative clusters as a key factor in the development of the regional creative economy, as well as their inclusion among the priority areas of Russia’s state cultural and economic policy. The study conducted a content-behavioral analysis of the official communities of creative clusters using the LiveDune analytics service, which enabled the identification of distinctive features in content composition, publication dynamics, and audience responses to various types of materials and formats of visual content presentation. Based on the obtained data from digital communities of creative clusters located in diverse regions and operating under varying institutional and spatial conditions, recommendations were formulated for the thematic content of digital channels, and a conceptual model of marketing communications management for creative clusters was developed. This model delineates a cyclical system of interrelations among communication objectives, content strategies, and responses from target audiences. The research findings can be applied to the formation and optimization of communication and marketing strategies for creative clusters, while also holding practical value for further marketing and interdisciplinary studies in the management and development of the creative economy.

Subject. The article discusses the influence of advanced production equipment on modeling the relationship between manufacturer and consumer. Objectives. The aim is to assess the impact of the organization's existing production facilities, created on the basis of modern machine tools, on the possibility of building mutually beneficial relations between the manufacturer and the buyer of products. Methods. The research rests on methods of economic and mathematical modeling, in particular, the game theory tools. Results. We formulated a meaningful model of idealized interaction between the parties in the process of concluding a contract for production and purchase of goods, offered a model of positional game of the parties with complete information, in which the participants consistently make decisions with understanding the opponent's previous actions. The analysis of the constructed model enabled to determine the situation of balance between the parties and demonstrate a decrease in consumer's influence on the results of the interaction, due to flexibility and adaptability of production capabilities of the manufacturing organization. Conclusions. The findings demonstrate the influence of aspect associated with the involvement of modern production equipment on the consumer's willingness to establish mutually beneficial relationships with the manufacturing organization. This provides a basis for subsequent implementation of partnership within the framework of relationship marketing.

Subject. The article is devoted to the assessment of the impact of marketing research on the results of industrial activity in shipbuilding. Objectives. The aim is to determine the logic of marketing research and assess the degree of influence of obtained results on the effectiveness of strategy implementation and competitiveness of an industrial company. Methods. The research rests on conceptual provisions defining the marketing paradigm of industrial development, which is based on the information component that ensures the improvement of marketing activities. Results. We presented the results of a marketing research (survey), which is based on a questionnaire, using the Likert scale. The sample is deterministic, 400 people were interviewed. The study shows that the lack of marketing competencies among staff (45%), focus on production (55%), marketing costs avoidance (62.5%) are the main reasons for the lack of marketing management. The paper underpins the influence of the conducted research on marketing effectiveness and marketing management efficiency. Conclusions. The marketing paradigm of shipbuilding management confirms our hypothesis about the need for further development of marketing competencies, building a system of public-private partnership, which will contribute to the strategic development of shipbuilding and increase the efficiency of industrial activities.

Subject. The article considers current trends in the development of marketing activities caused by a change in the strategic orientation of positioning, which determine the use of neuromarketing as a modern tool of the marketing paradigm. Objectives. The purpose is to determine the influence of neuromarketing on the factors of the marketing environment of DIY retailers. Methods. The study rests on marketing research (the method of expert assessments) and the choice of neuromarketing tools to determine the directions of strategic positioning. Results. The completed marketing research confirmed our assumption about the need to develop a modern algorithm for making a purchase decision in DIY retailers to meet new market requirements. We proposed an algorithm based on neuromarketing triggers, channels and technologies. This determines directions for the development of strategic competitive advantages of DIY retailers. Conclusions. The implementation of the ecosystem approach in the field of circulation defines new strategic positioning guidelines, which is the subject area of further scientific research.

The article discusses the cluster approach in industry. The authors' position on the evolutionary transformation of the cluster concept into an ecosystem one is substantiated. The author's view on the content of the “diamond of competitiveness” for assessing the high-tech industry sector is proposed. On the basis of marketing design, the relationship between the cluster economy and the ecosystem concept is revealed, which will determine the methodological tools of cluster marketing and will allow evaluating its industrial corporations. It is proved that the ecosystem approach is the basis of marketing design. Building the activities of industrial companies on the basis of ecosystem ensures the solution of strategic tasks on a marketing basis.

The high-tech sector of the economy carries out marketing activities at the operational and strategic management level. The implemented import substitution policy actualizes the marketing expertise of the technical decisions taken. Technological audit is aimed at improving the competitiveness of a particular production. The results of the completed marketing audit determine the main directions of innovative changes in the production landscape. The authors propose a conceptual model of a marketing management system that integrates the results of the evaluation of marketing and technological audit and creates conditions for the release of innovative industrial products. Relationship marketing forms new criteria for evaluating the effectiveness of marketing activities, which is based on increasing the level of consumer perception of the brand. Strategic priorities for the development of industrial companies are based on a marketing platform and ensure the achievement of technological self-confidence.

Subject. The formation of enterprise’s strategic potential requires a scientific justification of its content due to the complexity of this category. At the same time, multiple approaches in determining the essence, structure of enterprise's potential, and ways of its mathematical formalization do not provide a sufficiently legitimate semantic and mathematical interpretation of the enterprise's potential model as an object of strategic marketing. Objectives. The study aims to develop a hierarchical model of enterprise’s potential, based on the definition of the object of strategic marketing in the implementation of the marketing concept of advanced development. This will form an effective strategy for enterprise development under conditions of permanent development of the market environment. Methods. The study rests on the theory of marketing and strategic management. Research methods include qualitative and functional analysis of economic categories. Results. The paper underpins the use of the category of enterprise’s strategic potential as an object of strategic marketing management. We applied a functional approach to build a hierarchical structure of strategic potential. The hierarchical model has three levels: main functional tasks (production and marketing), applied local potentials (technical, innovative, organizational, and investment), and resource potential. Conclusions. The model of enterprise’s strategic potential is essential for successful implementation of the management function of strategic marketing within the concept of marketing of advanced development, to build the strategic potential of the enterprise. Defining an interaction of local potentials of the enterprise will enable to accurately determine the object and type of managerial impact, as well as the targets of strategic development.

The strategic uncertainty of the implementation of innovative products actualizes the need for marketing research. Marketing research is aimed at studying the behavior of all participants of the industrial ecosystem. The purpose of this work is the formation of marketing innovation potential, which will contribute to improving the effectiveness of marketing innovation. Based on the concept of strategic marketing and ecosystem approach, the directions of marketing innovation implementation are determined.