Practical Cases in Marketing

Name: Practical Cases in Marketing
ISBN: 978-5-9228-3139-0

Ol'ga Kaznina; Nataliya B. Schegoleva

doi:10.63861/3139-0

UDC 339.13 Russian Library and Bibliographic Classification 6529

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PRACTICAL CASES IN MARKETING Practical Cases in Marketing

Scientific publication

АА Аа

DOI https://doi.org/10.63861/3139-0 EDN XLORVV ISBN 978-5-9228-3139-0

Published: 02.11.2026 Language: Russian Quantity of pages: 109 Publisher: MGIMO University Publishing House Copyright sheets: 5 Number of publication: 1

Authors

Ol'ga Kaznina¹ · Nataliya B. Schegoleva²

1 Moscow State Institute of International Relations (University) of the Ministry of Foreign Affairs of the Russian Federation (kafedra menedzhmenta, marketinga i vneshneekonomicheskoy deyatel'nosti im. I.N.Gerchikovoy, starshiy prepodavatel')
Russian Federation

2 Moscow State Institute of International Relations (University) of the Ministry of Foreign Affairs of the Russian Federation (kafedra menedzhmenta, marketinga i vneshneekonomicheskoy deyatel'nosti im. I.N.Gerchikovoy, docent)

ABSTRACT

Today marketing is undergoing a􀘕profound transformation driven by digitalization, shift ing consumer behavior, and global market dynamics. International companies, while remaining committed to the classical principles of marketing, are actively integrating innovative technologies that enhance business efficiency, create new competitive advantages, and enable adaptation to an ever-evolving marketplace. This textbook has been developed as a􀘕practice- oriented resource for students studying both the fundamentals of classical marketing and contemporary approaches shaped by digital technologies and global communications. The􀘕book combines academic analysis with a􀘕practical perspective: the presented cases illustrate real managerial decisions made by international and Russian companies, whose eff ectiveness has been proven in practice. The textbook explores the key dimensions of marketing activity — market and consumer behavior analysis, brand positioning and strategy development, product, pricing, and distribution policies, as well as integrated marketing communications (IMC). Particular attention is given to the impact of digital transformation on marketing processes, including the use of Big Data, artifi cial intelligence, marketing automation, and omnichannel models.

KEYWORDS

marketing, neiromarketing, digital- marketing, omnichanal marketing

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PRACTICAL CASES IN MARKETING Practical Cases in Marketing

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