Marketing complex acquires a new content as it tries to adjust itself to the changing business practices and consumer behavior. The research objective was to study the content of Marketing 4.0 and the changing relationship between the brand and the consumer. The authors conducted a comparative analysis of the changes in marketing concepts, which proved that consumers have become partners in marketing communications. Internet communities and opinion leaders proved to affect consumer behavior. Social networks and messengers shape attitude of whole communities. The research revealed an increasing role of customization and personalization in the promotion of brands and products in the era of digitalization. Consumer experience and pleasure derived from marketing interaction are becoming more and more important. Previously obtained materials made it possible to define the change in the marketing complex in the digital economy from 4P to 4C. New consumer communities search for information on the Internet, thus overlooking traditional methods of marketing communications.

Healthy diet and lifestyle are especially important during the COVID-19 pandemic. Therefore, more and more people of all age groups are getting involved into various sports and healthy diets. These factors have boosted the development of the sports nutrition industry. The current situation requires detailed studies of consumer preferences and digital marketing communications. The present research objective was to identify the role of digital marketing communications in sports nutrition. The study featured the consumer preferences in the market of sports nutrition and included an on-line survey of 500 residents of the Kuzbass Region engaged in various sports. The obtained results underwent statistical, economic, and graphic analyses. Men aged 18–29 appeared to be the main consumers of sports nutrition in Kuzbass. Most of them (90%) relied on the competent advice from the seller or coach and purchased sports foods in specialized shops or online. The target audience of sports nutrition consumers is expanding, which requires new promotion means. Digital marketing tools proved extremely effective as they bring information to the target audience in a tailored manner via social nets or influential bloggers. The article contains some recommendations for producers and sellers of sports foods based on the requirements of the main target consumers and their preferences regarding the place of purchase, content, communication channels, etc. The priority is shifting from traditional marketing communication channels to digital ones, i.e. contextual, targeted, and viral advertising, social media promotion, consultations with a shop assistant or a fitness club coach, direct online marketing, sponsorship of various sports events, joint online promotions with fitness club, etc.

Introduction. The market of dietary supplements is actively developing due to the general deterioration of public health and the fact degenerative diseases affect younger population. Functional foods and biologically active additives can prevent and treat various pathological processes. Unlike pharmaceuticals, they provoke neither addiction nor allergic reactions and do not accumulate in the human body. Therefore, consumer interest in dietary supplements is a relevant research issue. The research objective was to conduct marketing research in order to study the current state of the market of dietary supplements. Study objects and methods. This research was based on a systematic approach and abstract-logical, statistical-economic, and graphical methods. Results and discussion. The marketing research made it possible to classify biologically active additives on the pharmaceutical market of Kemerovo (Russia). The market included 45 organizations and 15 brands. A sociological survey of 100 respondents revealed that the younger participants were familiar with the concept of dietary supplements. All respondents monitored the state of their health; however, their attitude to functional food additives was quite neutral. They used supplements for general health promotion and to solve particular problems, e.g. acne. On average, they took one course of administration per year based on medical prescriptions and recommendations of close relatives. The survey identified the most popular brands and producers of dietary supplements in Kemerovo. Most supplements were purchased in pharmacies and specialized stores. Packaging appeared to be the least important factor that affected the consumer behavior. The paper introduces some recommendations on attractive packaging. Conclusion. Biologically active additives replenish the necessary amount of nutrients to maintain health, which makes them a popular product on Kemerovo market. Further study is required, despite the obvious benefits of functional additives.

<p>Development and improvement of single-industry towns remain a burning issue not only because of the entrepreneurship and business development on the respective territories but mostly because of the need to improve the quality of life and prevent outflow of working population. Other acute problems involve the advanced development of problem areas, as well as the use of modern tools to disclose the potential for socio-economic development of single-industry towns. Outsourcing can be considered such a tool, if improved. The existing practice and experience of using outsourcing for diversification of single-industry economy and development of small and medium-sized businesses show the dependence of outsourcers on the economic situation of city-forming enterprises. The paper features an analysis of the world experience in outsourcing approach for single-industry cities. It is proposed to use outsourcing as a problem solving tool for single-industry towns. Together with large companies, cityforming enterprises and service industries, outsourcing can play an important role in solving social problems, in particular through "social outsourcing".</p>