The relevance of the research topic is explained by new trends of consumer behavior that affect the choice of products and purchase decisions. The article presents the outcomes of an analysis of the key features of modern consumers and their behavior. The features of the modern consumer as a responsible, digital, and smart one are associated with a changing structure of consumer value, the core of which is environmental friendliness, ethics, costeffectiveness, and a healthy lifestyle. Changing key consumer features opens up opportunities but at the same time poses challenges to manufacturers. The purpose of the study is to reveal the impact of key features and demands of smart consumers on the marketing mix of manufacturers of goods and services. The methodological background of the study is an entirety of scientific ideas and conceptual developments of domestic and foreign scientists on the factors and motives of consumer behavior and customer relations management. The information basis is the analytical reports of marketing and consulting firms, expert assessments, and the findings of sample surveys. Findings: we have clarified the meaning of terms "connected consumer", "digital consumer", "smart consumer", "responsible consumer"; have given an idea of the involvement of the Z generation in the sharing economy, have suggested an approach to the development of the company's adaptation mechanism to consumer's behavior and preferences. Conclusions: the application of the suggested approach will allow manufacturers of goods and services to understand the customer's needs and develop a marketing mix with regard to features of the "smart" consumer, as well as adjust the product, pricing, and communication strategies.

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Scientific and practical problem, associated with the organization of longterm mutually beneficial relations between the seller and the buyer based on digital marketing has been examined. The concepts of the marketing channel as a single channel of sales, service, control, which uses diff ent formats, media tools; as well as omnichannel strategy based on the interests of the seller and the buyer have been сlarified. The results of a comparative analysis of multichannel and omnichannel strategies in marketing according to nine characteristics; author’s model “omnichannel marketing wheel” have been introduced in the article. The model reflects the specifics of the omnichannel marketing strategy. Seven main groups of elements, that provide the conditions for a «seamless» continuous mutually beneficial interaction between seller and customer, have been presented in this model.

For a long time, the point of view on compliance as a set of initiatives aimed at preventing illegal actions dominated. Currently, an extended interpretation of compliance is becoming widespread, which should also cover the ethical aspects of doing business.During the analysis, it was found that ethical standards in consulting were formed simultaneously with the formation of the consultant profession. This allows us to draw a conclusion about the successful century-old practice of implementing ethical codes into the corporate culture of consulting firms. This article is a continuation of the authors’ research in the field of management consulting.The purpose of the study is to analyse the Russian and foreign experience of implementing ethical standards and compliance control in the field of management consulting. The methodological basis of the research is the methods of logical, comparative, expert analysis, marketing research. The informational basis of the research is regulatory legal acts, official websites and documents of consulting companies and professional associations of consultants, expert assessments and ratings of consulting firms.The article reveals an interconnected three-level system of international, national and intra-company standards of business ethics and professional practice; gives examples of reputational risks of well-known international consulting companies; justifies the role of consulting firms in the formation of the ethical structure of business. The practical significance of the study is to focus the attention of client companies on the need to familiarize themselves with the standards of ethics and business practices before concluding a contract with a consulting firm.

The textbook allows you to form competencies in the field of specialized marketing activities - territory marketing. In the theoretical part of the manual, modern concepts, technologies, methods and strategic aspects of territory marketing are outlined; an idea is given about the specifics of the tools of marketing management of the territory, including digital marketing, cluster marketing, crowdsourcing, branding; individual aspects of interaction with consulting firms are considered. To consolidate theoretical knowledge and form practical skills in each chapter, the theoretical material is accompanied by self-control questions and practical tasks. Meets the requirements of the federal state educational standards of higher education of the latest generation. For students in the bachelor's degree 38.03.02 "Management", it can also be useful for students in the master's degree 38.04.02 "Management", students of business schools, advanced training programs, practitioners engaged in regional management and marketing.