Construction is rightfully considered one of the most important sectors in any economic system. It takes an active part in building up the fixed assets, creating a diverse technological and social infrastructure, as well as providing the population with housing. At the same time, the specific features inherent in construction and the product it produces, such as, for example, territorial consolidation and a long service life, as well as excess of demand over the supply on the Russian housing market, allowed the construction companies to long consider marketing as an unnecessary, optional element of the market activities. However, the rapid growth observed in the field of housing construction over the past 20 years, increased the competition and increased the demands from the consumers, led to the fact that many construction companies were forced to reconsider their old attitude to marketing. Today, almost every organization in the housing market uses, to one degree or another, marketing tools, more often tactical, less often strategic. However, the ongoing changes in the Russian construction market, due primarily to economic stagnation and a decrease in the population solvency, actualize a greater active introduction of marketing tools in the construction companies’ practice, including against the backdrop of the economic activity increasing digitalization. A review of the problems and prospects in this area is one of the objectives of this article.

Now we are entering a new era, and the work of agriculture, rural areas and farmers has entered a new period of historical development. The rural revitalization strategy was for the first time taken as an important strategy for building a modern country. However, the rural vitalization strategy is a systematic project and a long-term task. The implementation of the rural vitalization strategy should be based on the actual situation of the countryside. At present, the main problems in rural areas are the difficulties and challenges in the process of implementing the rural revitalization strategy. The study is based on the experience of rural revitalization in China. The authors considered the problems and challenges of industrial development in relation to the environmental needs of sustainable development, environmental pollution, excessive anthropogenic pressures, and the formation of a culture of resource use. As a result of the study, the thesis is substantiated that it is necessary to further implement the rural revitalization strategy, the continuous implementation of policies favourable to agriculture, the constant improvement of relevant laws, the constant investment of funds and the constant return of talents, then and only then the industrial environment, habitat, ecological and cultural environment will be improved.

Для российских компаний, большинство из которых относительно недавно пришли к философии маркетинга, исследование феномена манипуляции потребительским поведением становится объективно значимой необходимостью, обеспечивающей успешное функционирование в условиях изменившегося, в том числе и вследствие пандемии, рынка. В настоящее время теория манипуляции потребительским поведениемтеория управления, требующая новых подходов, влияющая и регулирующая формат, возможности и масштабы потребления товаров или услуг. Автор исследует манипуляцию как форму коммуникации с потребителем, акт взаимодействия и общения с ним, включающий комплекс приемов, позволяющих побудить его к покупке в момент неопределенности, выражающейся в неуверенности и сомнении выбора. В статье особое внимание уделяется рассмотрению наиболее значимых и эффективных техник воздействия на паттерны и предпочтения потребительского поведения, подчеркнута роль манипулятивных технологий, используемых маркетологами для трансформации потребительского поведения. Автор не только дает характеристику современным манипулятивным технологиям, но и отмечает возможные перспективы и целесообразность создания новых эффективных манипуляций для привлечения современного поколения digital natives, которое становится приоритетной целевой группой потребительского рынка.

The key aspects and specificity of “green” marketing in comparison with the traditional marketing concept along with the areas of environmental activity of agricultural organizations and farms are discussed in the article. The results of the study conducted with the participation of marketing departments’ representatives of agricultural organizations of the Southern Federal District are presented in the paper. The research made it possible to identify the main challenges for organic agriculture development and use of “green” marketing tools in the activities of agricultural enterprises. Based on the discussion of the study results as well as on the analysis of scientific literature on the development of “green” marketing and organic agriculture, the directions of Russian agricultural organizations’ activity are suggested, which can contribute to the use of “green” marketing tools and improvement of business environmental friendliness, taking into account current global trends of sustainable development and corporate social responsibility.