Self-realization in the professional sphere is one of the most important areas of human activity. In the conditions of socioeconomic crisis, the transition to market relations and strengthening of social stratification, it is important to involve business in solving major social problems. The paper substantiates the importance of the process of teaching unemployed women the basics of social entrepreneurship for their self-realization in this direction. Recommendations are presented on social entrepreneurship education, aimed primarily at unemployed women, creating a positive image of an entrepreneur organizing a socially oriented enterprise, and providing educational support to social entrepreneurs. An educational course "Social Entrepreneurship" has been developed, which can be implemented by regional employment services and non-governmental agencies to promote employment and self-realization of unemployed women.
Although the spread of internet in Russia started only in the early 2000s, nowadays it has more than 75 millions of users. International companies working on the Russian market, extensively use it for communicating with the Russian target audiences. The efficient internet promotion of sales and services of the companies for the consumer market (B2C) is high enough. At the same time, the issue of the efficient internet-communications for production enterprises (B2B) has been investigated much less, though, this concept is absolutely important today. This paper describes formation of complex-valued system to promote services of the logistics companies in the Russian Internet (called "Runet") on the basis of the internet communication tools. The proposed solutions are demonstrated on the example of Russian Company Prime Logistics LLC, and appear to be useful for foreign logistic enterprises which entered the Russian market, since "Runet" has its own peculiarities. We conducted structured expert polls with 20 selected experts, collected and reviewed of search inquiries in Russian search databases. Our findings can be used for selecting the most effective promotional tools in achievement of different communication goals, construction the sequence of necessary instruments and planning communication budget. Elaborated recommendations can be introduced in the work of the enterprises operating at the B2B market in the field of logistics. The timeliness is conditional upon the constant increase of the internet importance as a communication medium for the representatives of inside and outside audience of the companies at the B2B market.
The textbook was prepared by the team of authors of the first Russian Department of marketing of Plekhanov Russian University of Economics. The textbook combines modern theory, applied aspects and practice of marketing, reflects important modern economic trends that affect business and marketing activities: the need to implement a relational approach, the importance of environmental factors, social responsibility of marketing, changes occurring in connection with the development of the digital economy, the adaptation of marketing activities in the Internet environment, social media, when using mobile applications marketing. Each Chapter of the textbook contains a mini-case, tasks and questions for repetition, as well as a list of recommended relevant literature, diagrams, tables, drawings, calculation tasks. Meets the requirements of the Federal state educational standards of higher education of the last generation. Students of educational institutions of higher education, studying in the areas of bachelor's degree "Management" and "Economics", profile " Marketing»; students and undergraduates studying special marketing disciplines: "Banking marketing", "Internet marketing", "Marketing of small and medium-sized businesses", "Marketing research", "Marketing communications", "Marketing planning and audit", "tourism Marketing", "service Marketing", "international marketing", "Marketing in industries and spheres of activity", "non-Commercial marketing", "Fundamentals of strategic marketing", "consumer Behavior", "Industrial marketing", "Trade marketing", " Pricing and distribution policy»; as well as graduate students, teachers, business practitioners and marketers.
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