{"id":1318,"date":"2026-06-30T14:11:59","date_gmt":"2026-06-30T11:11:59","guid":{"rendered":"https:\/\/profit-brgu.ru\/?page_id=1318"},"modified":"2026-06-30T14:11:59","modified_gmt":"2026-06-30T11:11:59","slug":"%e2%84%962-2026-03","status":"publish","type":"page","link":"https:\/\/profit-brgu.ru\/?page_id=1318","title":{"rendered":"\u21162-2026-03"},"content":{"rendered":"<p><strong>DOI:\u00a0<\/strong>https:\/\/doi.org\/<em>10.22281\/2542-1697-2026-05-02-23-28<\/em><\/p>\n<p>\u0423\u0414\u041a 658.8<\/p>\n<p>\u0418\u0433\u043e\u043b\u044c\u043d\u0438\u043a\u043e\u0432\u0430 \u0418.\u0412., \u0411\u0430\u043a\u0430\u0435\u0432 \u0420.\u0420.<\/p>\n<p><strong>\u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0410\u042f \u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0418\u042f \u041a\u0410\u041a \u0418\u041d\u0421\u0422\u0420\u0423\u041c\u0415\u041d\u0422 \u041f\u041e\u0412\u042b\u0428\u0415\u041d\u0418\u042f \u041a\u041e\u041d\u041a\u0423\u0420\u0415\u041d\u0422\u041e\u0421\u041f\u041e\u0421\u041e\u0411\u041d\u041e\u0421\u0422\u0418 \u041e\u0420\u0413\u0410\u041d\u0418\u0417\u0410\u0426\u0418\u0418<\/strong><\/p>\n<p><em><strong>\u0410\u043d\u043d\u043e\u0442\u0430\u0446\u0438\u044f.<\/strong><\/em> <em>\u0412 \u0441\u0442\u0430\u0442\u044c\u0435 \u043f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0430 \u043c\u043e\u0434\u0435\u043b\u044c \u043e\u0446\u0435\u043d\u043a\u0438 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u043e\u0441\u043e\u0431\u043d\u043e\u0441\u0442\u0438 \u043f\u0440\u0435\u0434\u043f\u0440\u0438\u044f\u0442\u0438\u0439 \u043c\u0430\u043b\u043e\u0433\u043e \u0431\u0438\u0437\u043d\u0435\u0441\u0430 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0435 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043d\u043e\u0433\u043e \u0431\u0435\u043d\u0447\u043c\u0430\u0440\u043a\u0438\u043d\u0433\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u043b\u0435\u0439. \u0420\u0430\u0437\u0440\u0430\u0431\u043e\u0442\u0430\u043d \u0438\u043d\u0442\u0435\u0433\u0440\u0430\u043b\u044c\u043d\u044b\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0439 \u0438\u043d\u0434\u0435\u043a\u0441 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u043e\u0441\u043e\u0431\u043d\u043e\u0441\u0442\u0438, \u0440\u0430\u0441\u0441\u0447\u0438\u0442\u044b\u0432\u0430\u0435\u043c\u044b\u0439 \u043f\u043e \u0431\u0430\u043b\u043b\u044c\u043d\u043e\u0439 \u0441\u0438\u0441\u0442\u0435\u043c\u0435 \u0438 \u0438\u043d\u0442\u0435\u0440\u043f\u0440\u0435\u0442\u0438\u0440\u0443\u0435\u043c\u044b\u0439 \u0447\u0435\u0440\u0435\u0437 \u0434\u0438\u0430\u043f\u0430\u0437\u043e\u043d\u044b \u0437\u043d\u0430\u0447\u0435\u043d\u0438\u0439. \u041c\u043e\u0434\u0435\u043b\u044c \u043f\u043e\u0437\u0432\u043e\u043b\u044f\u0435\u0442 \u043f\u0440\u043e\u0432\u043e\u0434\u0438\u0442\u044c \u0441\u0440\u0430\u0432\u043d\u0438\u0442\u0435\u043b\u044c\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437 \u043f\u0440\u0435\u0434\u043f\u0440\u0438\u044f\u0442\u0438\u0439 \u0438 \u0432\u044b\u044f\u0432\u043b\u044f\u0442\u044c \u043d\u0430\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u044f \u0441\u043e\u0432\u0435\u0440\u0448\u0435\u043d\u0441\u0442\u0432\u043e\u0432\u0430\u043d\u0438\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0439 \u0434\u0435\u044f\u0442\u0435\u043b\u044c\u043d\u043e\u0441\u0442\u0438 \u0431\u0435\u0437 \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u043d\u0438\u044f \u0437\u0430\u043a\u0440\u044b\u0442\u044b\u0445 \u0444\u0438\u043d\u0430\u043d\u0441\u043e\u0432\u044b\u0445 \u0434\u0430\u043d\u043d\u044b\u0445.<\/em><\/p>\n<p><em><strong>\u041a\u043b\u044e\u0447\u0435\u0432\u044b\u0435 \u0441\u043b\u043e\u0432\u0430: <\/strong>\u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u043e\u0441\u043e\u0431\u043d\u043e\u0441\u0442\u044c, \u043c\u0430\u043b\u044b\u0439 \u0431\u0438\u0437\u043d\u0435\u0441, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433, \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043d\u044b\u0439 \u0431\u0435\u043d\u0447\u043c\u0430\u0440\u043a\u0438\u043d\u0433, \u0438\u043d\u0442\u0435\u0433\u0440\u0430\u043b\u044c\u043d\u044b\u0439 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u043b\u044c, \u0438\u043d\u0442\u0435\u0433\u0440\u0430\u043b\u044c\u043d\u044b\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0439 \u0438\u043d\u0434\u0435\u043a\u0441, \u043d\u0435\u0446\u0435\u043d\u043e\u0432\u0430\u044f \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0446\u0438\u044f, \u0430\u0439\u0434\u0435\u043d\u0442\u0438\u043a\u0430, digital-\u043f\u0440\u0438\u0441\u0443\u0442\u0441\u0442\u0432\u0438\u0435, \u0441\u0442\u0438\u043c\u0443\u043b\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435 \u0441\u0431\u044b\u0442\u0430, \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0430\u044f \u0430\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u044c.<\/em><\/p>\n<p>Igolnikova I.V., Bakaev R.R.<\/p>\n<p><strong>MARKETING STRATEGY AS A TOOL FOR INCREASING THE COMPETITIVENESS OF AN ORGANIZATION<\/strong><\/p>\n<p><strong><em>Annotation.<\/em><\/strong> <em>This article proposes a model for assessing the competitiveness of small businesses based on competitive benchmarking of marketing indicators. An integrated marketing competitiveness index has been developed, calculated using a scoring system and interpreted through value ranges. The model enables a comparative analysis of enterprises and identifies areas for improving marketing activities without the use of proprietary financial data.<\/em><\/p>\n<p><strong><em>Key words:<\/em><\/strong><em> competitiveness; small business; marketing; competitive benchmarking; integrated indicator; integrated marketing index; non-price competition; identity; digital presence; sales promotion; marketing activity.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p align=\"center\"><a href=\"http:\/\/profit-brgu.ru\/wp-content\/numbers\/2026-N2\/ESP-2026-N2-03.pdf\" target=\"_blank\" rel=\"noopener\">\u0421\u043a\u0430\u0447\u0430\u0442\u044c \u0441\u0442\u0430\u0442\u044c\u044e (\u0444\u0430\u0439\u043b pdf) \u2014 Download (pdf)<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\" rel=\"license\"><img decoding=\"async\" style=\"border-width: 0;\" src=\"https:\/\/i.creativecommons.org\/l\/by-sa\/4.0\/88x31.png\" alt=\"\u041b\u0438\u0446\u0435\u043d\u0437\u0438\u044f Creative Commons\" \/><\/a><br \/>\n\u042d\u0442\u043e \u043f\u0440\u043e\u0438\u0437\u0432\u0435\u0434\u0435\u043d\u0438\u0435 \u0434\u043e\u0441\u0442\u0443\u043f\u043d\u043e \u043f\u043e <a href=\"http:\/\/creativecommons.org\/licenses\/by-sa\/4.0\/\" rel=\"license\">\u043b\u0438\u0446\u0435\u043d\u0437\u0438\u0438 Creative Commons \u00abAttribution-ShareAlike\u00bb (\u00ab\u0410\u0442\u0440\u0438\u0431\u0443\u0446\u0438\u044f \u2014 \u041d\u0430 \u0442\u0435\u0445 \u0436\u0435 \u0443\u0441\u043b\u043e\u0432\u0438\u044f\u0445\u00bb) 4.0 \u0412\u0441\u0435\u043c\u0438\u0440\u043d\u0430\u044f<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>DOI:\u00a0https:\/\/doi.org\/10.22281\/2542-1697-2026-05-02-23-28 \u0423\u0414\u041a 658.8 \u0418\u0433\u043e\u043b\u044c\u043d\u0438\u043a\u043e\u0432\u0430 \u0418.\u0412., \u0411\u0430\u043a\u0430\u0435\u0432 \u0420.\u0420. \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0410\u042f \u0421\u0422\u0420\u0410\u0422\u0415\u0413\u0418\u042f \u041a\u0410\u041a \u0418\u041d\u0421\u0422\u0420\u0423\u041c\u0415\u041d\u0422 \u041f\u041e\u0412\u042b\u0428\u0415\u041d\u0418\u042f \u041a\u041e\u041d\u041a\u0423\u0420\u0415\u041d\u0422\u041e\u0421\u041f\u041e\u0421\u041e\u0411\u041d\u041e\u0421\u0422\u0418 \u041e\u0420\u0413\u0410\u041d\u0418\u0417\u0410\u0426\u0418\u0418 \u0410\u043d\u043d\u043e\u0442\u0430\u0446\u0438\u044f. \u0412 \u0441\u0442\u0430\u0442\u044c\u0435 \u043f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0430 \u043c\u043e\u0434\u0435\u043b\u044c \u043e\u0446\u0435\u043d\u043a\u0438 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u043e\u0441\u043e\u0431\u043d\u043e\u0441\u0442\u0438 \u043f\u0440\u0435\u0434\u043f\u0440\u0438\u044f\u0442\u0438\u0439 \u043c\u0430\u043b\u043e\u0433\u043e \u0431\u0438\u0437\u043d\u0435\u0441\u0430 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0435 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043d\u043e\u0433\u043e \u0431\u0435\u043d\u0447\u043c\u0430\u0440\u043a\u0438\u043d\u0433\u0430 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u043f\u043e\u043a\u0430\u0437\u0430\u0442\u0435\u043b\u0435\u0439. \u0420\u0430\u0437\u0440\u0430\u0431\u043e\u0442\u0430\u043d \u0438\u043d\u0442\u0435\u0433\u0440\u0430\u043b\u044c\u043d\u044b\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0439 \u0438\u043d\u0434\u0435\u043a\u0441 \u043a\u043e\u043d\u043a\u0443\u0440\u0435\u043d\u0442\u043e\u0441\u043f\u043e\u0441\u043e\u0431\u043d\u043e\u0441\u0442\u0438, \u0440\u0430\u0441\u0441\u0447\u0438\u0442\u044b\u0432\u0430\u0435\u043c\u044b\u0439 \u043f\u043e \u0431\u0430\u043b\u043b\u044c\u043d\u043e\u0439 \u0441\u0438\u0441\u0442\u0435\u043c\u0435 \u0438 \u0438\u043d\u0442\u0435\u0440\u043f\u0440\u0435\u0442\u0438\u0440\u0443\u0435\u043c\u044b\u0439 \u0447\u0435\u0440\u0435\u0437 \u0434\u0438\u0430\u043f\u0430\u0437\u043e\u043d\u044b \u0437\u043d\u0430\u0447\u0435\u043d\u0438\u0439. \u041c\u043e\u0434\u0435\u043b\u044c \u043f\u043e\u0437\u0432\u043e\u043b\u044f\u0435\u0442 \u043f\u0440\u043e\u0432\u043e\u0434\u0438\u0442\u044c \u0441\u0440\u0430\u0432\u043d\u0438\u0442\u0435\u043b\u044c\u043d\u044b\u0439 \u0430\u043d\u0430\u043b\u0438\u0437 \u043f\u0440\u0435\u0434\u043f\u0440\u0438\u044f\u0442\u0438\u0439 \u0438 \u0432\u044b\u044f\u0432\u043b\u044f\u0442\u044c \u043d\u0430\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u044f \u0441\u043e\u0432\u0435\u0440\u0448\u0435\u043d\u0441\u0442\u0432\u043e\u0432\u0430\u043d\u0438\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u043e\u0439 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1318","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/profit-brgu.ru\/index.php?rest_route=\/wp\/v2\/pages\/1318"}],"collection":[{"href":"https:\/\/profit-brgu.ru\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/profit-brgu.ru\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/profit-brgu.ru\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/profit-brgu.ru\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1318"}],"version-history":[{"count":1,"href":"https:\/\/profit-brgu.ru\/index.php?rest_route=\/wp\/v2\/pages\/1318\/revisions"}],"predecessor-version":[{"id":1330,"href":"https:\/\/profit-brgu.ru\/index.php?rest_route=\/wp\/v2\/pages\/1318\/revisions\/1330"}],"wp:attachment":[{"href":"https:\/\/profit-brgu.ru\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1318"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}