The use of communication codes for efficiency communication programming (infogramming) is an innovative approach to soft support for management decisions. This approach was proposed by Richard H. Thaler and named Nudge. However, the author of this approach did not offer efficiency tools for the practical application of this innovation in supporting solutions. We offer an author's tool for the practical implementation of Nudgeinfographic, so to speak-information programming of decision makers to transform decisions from the irrational field of the mind to the rational one through communication codes of a visual nature. The practitioners require communication code to form such communications. They are certainly different for divers target environment. Their identification requires complex marketing research. Recently, a scientific and methodological discussion has been held on the relevance of the results obtained through sociological surveys as a method of marketing research. In our opinion these discussions lead to a fair conclusion about the low relevance of the results of opinion polls due to a number of factors affecting this parameter. The most convincing explanations about the traps that the researchers introduce the method of opinion polls are reflected in the work of recognized authorities in marketing research. An alternative to the methodology of the opinion poll is the in-depth interview method, which assumes, in contrast to the method of opinion polls, a qualitative study that answers the questions of "how", "in what way", etc. At the same time, qualitative research has its own traps, consisting in a small number of respondents. As a rule, this number is about 3-6 people. For this reason, many researchers do not consider the results of such studies to be practically valuable. In this regard, the authors of this article face the task of proposing a hybrid method that is quantitative in terms of the number of respondents and qualitative in terms of avoiding the traps of social surveys. The authors confirm the practical value of the proposed hybrid method by comparing the results of quantitative and qualitative research methods of the same target environment. The metaphor extraction methodology proposed by Gerald Zaltman (ZMET) was used in order to escape the traps of quantitative research methods.

Б а с р е д а к т о р ы х. ғ. д., проф., ҚР ҰҒА академигі М. Ж. Жұрынов Р е д а к ц и я а л қ а с ы:Ресей) Абишев М.Е. проф., корр.-мүшесі (Қазақстан) Аврамов К.В. проф. (Украина) Аппель Юрген проф. (Германия) Баймуқанов Д.А. проф., корр.-мүшесі (Қазақстан) Байтулин И.О. проф., академик (Қазақстан) Банас Иозеф проф. (Польша) Берсимбаев Р.И. проф., академик (Қазақстан) Велесько С. проф. (Германия) Велихов Е.П. проф., РҒА академигі (Ресей) Гашимзаде Ф. проф., академик (Әзірбайжан) Гончарук В.В. проф., академик (Украина) Давлетов А.Е. проф., корр.-мүшесі (Қазақстан) Джрбашян Р.Т. проф., академик (Армения) Қалимолдаев М.Н. проф., академик (Қазақстан), бас ред. орынбасары Лаверов Н.П. проф., академик РАН (Россия) Лупашку Ф. проф., корр.-мүшесі (Молдова) Мохд Хасан Селамат проф. (Малайзия) Мырхалықов Ж.У. проф., академик (Қазақстан) Новак Изабелла проф. (Польша) Огарь Н.П. проф., корр.-мүшесі (Қазақстан) Полещук О.Х. проф. (Ресей) Поняев А.И. проф. (Ресей) Сагиян А.С. проф., академик (Армения) Сатубалдин С.С. проф., академик (Қазақстан) Таткеева Г.Г. проф., корр.-мүшесі (Қазақстан) Умбетаев И. проф., академик (Қазақстан) Хрипунов Г.С. проф. (Украина) Юлдашбаев Ю.А. проф., РҒА корр-мүшесі (Ресей) Якубова М.М. проф., академик (Тәжікстан) «Қазақстан Республикасы Ұлттық ғылым академиясының Хабаршысы».

Қазақстан Республикасы Ұлттық ғылым академиясы "ҚР ҰҒА Хабаршысы" ғылыми журналының Web of Science-тің жаңаланған нұсқасы Emerging Sources Citation Index-те индекстелуге қабылданғанын хабарлайды. Бұл индекстелу барысында Clarivate Analytics компаниясы журналды одан əрі the Science Citation Index Expanded, the Social Sciences Citation Index жəне the Arts & Humanities Citation Index-ке қабылдау мəселесін қарастыруда. Web of Science зерттеушілер, авторлар, баспашылар мен мекемелерге контент тереңдігі мен сапасын ұсынады. ҚР ҰҒА Хабаршысының Emerging Sources Citation Index-ке енуі біздің қоғамдастық үшін ең өзекті жəне беделді мультидисциплинарлы контентке адалдығымызды білдіреді. НАН РК сообщает, что научный журнал «Вестник НАН РК» был принят для индексирования в Emerging Sources Citation Index, обновленной версии Web of Science. Содержание в этом индексировании находится в стадии рассмотрения компанией Clarivate Analytics для дальнейшего принятия журнала в the Science Citation Index Expanded, the Social Sciences Citation Index и the Arts & Humanities Citation Index. Web of Science предлагает качество и глубину контента для исследователей, авторов, издателей и учреждений. Включение Вестника НАН РК в Emerging Sources Citation Index демонстрирует нашу приверженность к наиболее актуальному и влиятельному мультидисциплинарному контенту для нашего сообщества.

Modern marketing is based on the concept of integrated marketing communication as the only way for brands to communicate with consumers. This type of communications has a number of serious advantages besides classic marketing approach due to synergy-effect of each component although it is still have a number of issues. The authors of this article combines theoretical basis of modern marketing communication approach in order to develop special communication codes of intellectual support for management decision making.

In market conditions the external environment, economy, technology, politics, culture and society in general that affect the organization's activities are constantly changing. Therefore, strategic analysis and planning is a tool for forming an attitude to the future of the organization taking into account these changes, as a tool for reacting and adapting to such changes. To ensure the adaptability of strategic planning, effective contingency measures must be provided for in all types of planning. At the same time, at each stage of strategic planning, its adaptive potential must be realized. In a competitive economy, most domestic enterprises are required to make qualitatively new decisions for long-term effective development. Planning should facilitate the adaptation of the enterprise to market requirements in accordance with the goals and objectives of the enterprise, its internal capabilities and environmental conditions. In this regard, planning is becoming more and more strategic. However, traditional long-term planning does not lose its relevance, since strategic planning is based on traditional long-term planning. In developed market economies, tools for developing long-term development scenarios for companies have been the subject of research for decades. The experience of foreign forecasting is widely used by Kazakhstani companies today. However, as practice shows, direct use and copying of foreign experience in the development of strategies often lead to errors and distortions. In practice, Kazakh companies need to apply appropriate tools and mechanisms for strategic planning, coordinated and adapted to the specific risks. The goals and main provisions of strategic planning of oil companies are discussed in the article. The role of the oil industry in the main macroeconomic indicators of the country's development is shown.