Marketing: Models, Technologies, Tools. A Textbook for Universities

This publication implements an approach: from marketing competencies to business processes, and from them to the tasks that a student studying marketing within the fields of study "Management" and "Economics" must be able to carry out. To consolidate the acquired... knowledge and skills, it is suggested to develop a marketing project for a new digital product.The textbook is equipped with a set of modern tools for implementing marketing tasks. It presents marketing models, the technologies for their implementation, and the tools used. A special place in the educational material is occupied by digital tools and currently relevant technologies for integrating online and offline marketing.The models, technologies, and tools of marketing are presented in the context of key business processes that are most in demand by employers. This practical experience is systematized considering the 35 years of teaching the subject "Marketing" at the Institute of Marketing of the State University of Management. The material is grouped to foster the formation of competencies necessary for a successful career start among students studying in the fields of "Management" and "Economics".The publication will be useful for students studying the subject "Marketing" and those enrolled in the fields of "Management" and "Economics" (bachelor's level).