This paper is focused on the research of important marketing approach called "word of mouth”. Possibilities of Flocktory as referral marketing tool that has no analogues on the Russian market we studied. Analyzed performance of platform clients. Main competitors, their strengths and weaknesses were defined.

Keywords: Platform Flocktory, referral marketing, advertising, social media, online shopping

The automated base 3DDT of textile textures and materials, with the detailed description of the software for work with base is considered. Market research of consumption of the represented project and program opportunities of alternative software products is carried out

Keywords: automated base, textile industry, texture, materials, visualization, software, graphics, 3D

The author reviews the basic content of  marketing competence in theoretical terms.  The marketing competence includes  situational forecasting orientation for  effective marketing communications building at promoting business services.

Keywords: marketing competence, situationally-future orientation, marketing communications, business, management service

Results of the theoretical analysis and applied development of the system of communications and sale of production and services of a restaurant network with use of modern IT technologies are given. Results of modeling and design of the multipurpose website which allows to expand production and economic capabilities of a restaurant network are described. SWOT analysis is executed and the main results of design of the multipurpose website and its integration into a control system and business processes of a network of restaurants are briefly presented. Work is performed with financial support of the Ministry of Education and Science of the Russian Federation within the Federal target program "Researches and Development in the Priority Directions of Development of a Scientific and Technological Complex of Russia for 2007 - 2013".

Keywords: communications, organization of advance and sale of production and services, IT technologies, models, modeling, multipurpose website, network of restaurants, organization and management of restaurant, instrument complex

Results of research and design of system of communications and sale of production and services of a restaurant network with use of IT technologies and the multipurpose website providing favorable prospects of preservation of business, its steady growth, diversification, differentiation and customization of products and services are given. The complex of design actions and results of modeling of risk management are described at development and deployment of Internet technologies and the multipurpose website in production and administrative activity of a network of restaurants, design, advance and site operation. Work is performed with financial support of the Ministry of Education and Science of the Russian Federation within the Federal target program "Researches and Development in the Priority Directions of Development of a Scientific and Technological Complex of Russia for 2007 - 2013".

Keywords: organization and management of the project, communications, IT technologies, models, modeling, multipurpose website, network of restaurants, organization and management of restaurant, site advance, instrument complex

Is considered a tool of marketing communications - personal selling. Describes the basic theoretical aspects of the system of integrated marketing communications, differences of classical and integrated complex of the promotion, analysis of a modern condition of integrated marketing communications. Allocated significance, main features, the uniqueness, the advantages and disadvantages of personal sales. Defined are the main differences between personal sales from the other instruments of the complex progress, as well as the identification of the characteristics of personal sales in the integration with other promotion tools of the marketing complex. Describes the use of personal sales, the system of integrated marketing communications. Allocation of the basic purposes and tasks of the personal sale in a complex of promotion and in integrated marketing communications.

Keywords: Complex promotion, marketing communication, integrated marketing communications, personal selling, personal contact

The results of application development of the marketing concept, the market policy of the university, the education services and conditions for self-learners and graduates are given. Special attention is paid to the  self-employment of graduates, focused on startups, high technology and scientific capacity production, as potential innovators of Russian economy modernization. The article can be useful for economists and technical specialists dealing with the problem of increasing the efficiency of educational institutions, employment of graduates and development of self-employment.

Keywords: Marketing, market policy, university, educational services, self-employment, startup, new economy, knowledge economy, high-technologies, scientific capacity production

  The paper presents the results of monitoring of service industries Rostov region, the dynamics of their services in different municipalities of the region, based on which the author has identified the main reasons for their uneven development.

Keywords: service, sector, the enterprise, the scope, service, monitoring, Rostov region

Information about authors of issue №2 (2013)

Keywords: authors

The article critically analyzed the basic terminological apparatus banking, given the author's classification of banking services and the factors that influence the scope of these services. Presented and justified priority measures to improve efficiency and quality of banking services of the region. 

Keywords: Banking services, the quality of banking services, the efficiency of banking services.

The expediency of in-home population health services development is shown, forms of such service are specified. Advantages of medical equipment for in-home application (MEfIHA) usage from positions of patients are proved. Results of the population questioning, concerning with MEfIHA usage, executed by authors are presented. Structure MEfIHA available in sale and actually used by population is compared. For the majority of MEfIHA kinds their functionality, ranges of costs, features of application by patients are characterized. Variants of maintenance service for MEfIHA are investigated. The conclusion, that volumes of population MEfIHA usage are insufficient, are substantiated.

Keywords: the Medical equipment, in-home application, Availability of medical service, Quality of medical service, Technological level, Questioning

This paper presents an analytical overview of the global and national market of the information services, and examines the main trends and prospects of development of the information market.

Keywords:

The theoretical significance of the study is an attempt to decision actual theoretical and practical problems of the various forms of charitable activity: charity, sponsorship, philanthropy, fundraising in the education market, based on the effective inter-sectoral interaction of economic agents in Russia. Proposed comparative analysis of socio-oriented forms of university charity will improve relationships with all investors, educational innovation and will contribute to the innovation infrastructure of the university in the public interest.

Keywords: The market of educational services, philanthropy, sponsorship, patronage, philanthropy, fundraising, social investment, attributive characteristics, the effectiveness of funding.

Article is devoted to the algorithm and program realization of the automated method of operative advertising design creation and functionality consideration.

Keywords: operative advertising, the automated method, advertising design, algorithm, functionality.

This scientific work is devoted developing questionnaire for poll of experts for the knowledge base information system of a choice of the channel distribution of the advertising message filling. Processing and the analysis of the data received at questioning of 20 experts are made. The knowledge base of information system of a choice of placing operative advertising kind is filled using received data.

Keywords: poll of experts, information system, operative advertising, and knowledge base, print advertising.