Transforming marketing into an online format is an inevitable process of developing an information economy. The study of information flows allows using a comprehensive approach to the problems of online marketing. The activities of small businesses are characterized by various limitations, but it is an important factor in increasing the flexibility of the economy and the ability to adapt to changes. The gap in the theory and practice of conducting Internet marketing activity in micro enterprises has helped to shape the relevance of this work. The aim of the study is to research the phenomenon of visibility of Internet websites from the perspective of marketing information flows in the activities of small businesses. The article discusses the theoretical foundations of marketing information flows, Internet marketing, inbound marketing and visibility of Internet websites. The research methodology is based on the methods of marketing analysis and sociological surveys. The study was conducted on the basis of the sampling of 306 websites of small enterprises. The study examined the characteristics of the websites of small enterprises, reflecting the effectiveness of Internet marketing activities. The results show that there is a correlation between the number of applied methods of Internet marketing and the visibility of the websites of small organizations in the search engine. The existence of particular cases of the use of single methods of Internet marketing has been revealed, providing high visibility and effectiveness of Internet marketing activities of small organizations.

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Николаева Тамара Ивановна. Доктор экономических наук, профессор, Российский экономический университет им. Г.В. Плеханова (г. Москва). Кузменко Юлия Геннадьевна. Доктор экономических наук, доцент, профессор кафедры «Логистика, экономика и управление на предприятиях транспорта, снабжения и сбыта», Южно-Уральский государственный университет (г. Челябинск),

Modern online marketing consists of a variety of interacting methods and tools. The consumer exists in the flows of marketing information. The consumer’s value acquisition process is not linear. Financial constraints at the marketing budget level for small business enterprises require reducing the uncertainty of results from the applied online marketing methods. In this paper, we look into the properties of gap analysis to study the discrepancies between the current and planned results of online marketing activities of small business enterprises. The research methodology is based on the gap analysis method, which is complemented by the methods of content analysis, cvp analysis, graphical methods, and special methods of online marketing. The study examines the properties of gaps in the transformation of online marketing informational flows. A mathematical description and graphic interpretation of the gap in the transformation of the informational flow of online marketing is proposed. The results of the study show that the use of gap analysis methods makes it possible to detail the phenomenon of consumer proactivity, reduce the uncertainty from the use of online marketing methods and improve the quality of marketing information about the consumer for small business enterprises.

The article presents a historical overview of the development of the moisture transfer model, calculation methods, as well as the emergence of rationing for the protection of enclosing structures from waterlogging. In particular, the historical periodization of the development of features and approaches to the formation of methodological concepts in relation to the development of stationary and non-stationary methods for calculating the processes of steam condensation, diffusion and moisture transfer is considered. The article contains information from legal sources on the regulation of technological conditions for the use of methods for calculating the movement of moisture in enclosing structures. The author examines the existing models of visualization of calculated data by means of software. Further prospects for studying the presented calculation methods in the design of the structure and in construction are formed. The scientific novelty of this study lies in the formation of a conceptual innovative approach to the periodization of the development of methodological foundations for the study of stationary and non-stationary methods of calculating moisture transfer systems in Russia over the past century and up to the present time. The review of archival scientific and regulatory documentation made it possible to determine the vector of the emergence and development of the issue of moisture transfer models and methods for calculating the humidity conditions of enclosing structures. The results of the review indicate the great contribution of Russian scientists to the creation of theoretical foundations and the development of methods for calculating the humidity regime of fences. The occurrence of rationing of the humidity regime of external fences has been identified and analyzed. The chronology of the appearance of the model, methods of moisture transfer and rationing of protection against waterlogging of structures are analyzed. The parameters of the basic concepts of the periodization of the formation of the methodology for calculating moisture transfer in Russia since the early 20s of the last century have been investigated. Innovative visualization tools for stationary and non-stationary methods of calculating moisture transfer by means of software are presented.