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This article describes some of the features of contemporary Russian literary processes. Contemporary Russian literature presents vast number of authors and works. The literary process is going on intensively, but it lacks is no distinct core, a certain vector. Also, there is a serious need to explore the differences between expert opinions in literary sphere (influential critics, literary awards) and the reading habits of the public. This article presents an attempt to compare two approaches to modern Russian literature: by the expert community, and by popularity at the market. To determine opinions of expert community, nominations and literary awards were chosen. To assess demand from the public, sales leaders and market ratings were explored. By comparing data on expert opinions and requests from a mass audience, we can identify two lines of assessment: the line of incoherence and the line of coherence. The results show complex intertwining between serious literature and mass market in modern Russian literary process. Keywords: literary process, modern Russian literature, reader

The evaluation of the positioning of the mineral water consumers' preferences made it possible to identify the most preferable products in the group of medicinal mineral waters and in the group of medicinal table mineral waters. The mechanisms governing the formation of the consumers' preferences as regards the use of various mineral waters have been clarified in the course of the present study.

Under the modern market conditions, the process of development of the methods for the combined rehabilitation of the patients is becoming increasingly more complicated. For the reduction of potential risks and leveling the factors responsible for the uncertain market situation influencing the creation of new methods, it is necessary to carry out the full-scale pilot studies with the use of the marketing analysis methods. The objective of the present work was to create and elaborate the rationale for the graphological structure (the scheme) of the process of exploratory research with a view to the development of the combined rehabilitation methods as exemplified by phyto- and physiotherapeutic modalities. The work is based on the application of the existing approaches to the structural, comparative, systemic, and situational analyses. The proposed graphological structure (scheme) of the exploratory research process consists of 6 stages. Its distinctive features are as follows: a fractional stage by stage evaluation of a variety of issues including the study of physical factors, characteristic of the means of herbal medicine with special reference to the mechanisms of their production and application under the current market conditions, monitoring the marketing environment with the constant focus on the trends and behavior of the target market, the parallel pursuing of serial studies with the application of the iterative procedures; the use of the previously created data bank to expand medical services at the stages of development and maturation of the life cycle, the evaluation of the possibility of establishment of the industry of parapharmaceutical products.

The studies were carried out with the aim of developing a model for optimizing anti-crisis management of business entities in the poultry industry using marketing technologies. The article discusses current issues related to the development of a model for optimizing crisis management in the poultry industry using marketing technologies. The key problems requiring improvement of anti-crisis management of enterprises in the poultry industry are recognition of pre-crisis situations, ensuring the company’s activity in a crisis, motivating the workforce and stimulating the poultry products market, highlighting the constituent elements of the marketing model. From an organizational point of view, the components of the model for optimizing the crisis management of poultry enterprises in a crisis using marketing technologies were clarified, including: developing a plan to minimize enterprise costs, forming an anti-crisis team, ensuring the effective functioning of the strategic planning system, establishing cooperation with a consulting company, which will take over the functions of the crisis center. Using the formalized algorithm for compiling an anti-crisis marketing strategy for poultry enterprises developed in the course of research in practice will allow us to measure and improve the results of Internet marketing campaigns; personalize them to optimize crisis management; develop communication in social networks; develop marketing messages whose content is relevant to users; improve customer service; increase customer satisfaction and loyalty; provide for certain events (intellectual analytics) that will help to make more accurate and timely decisions. It is advisable to build crisis management at poultry enterprises using the innovative data marketing concept