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By 2025, a significant number of marketing experts will lose their jobs to computer programmes that can perform their jobs for them. But those who learn to work with big data and use neurosemantic and social techonology will be able to survive, says Tatyana Komissarova, Dean of HSE’s Higher School of Marketing and Business Development.
Physical attractiveness, high-quality photos, interesting content, engagement with the audience, and subject competence are the key contributing factors to Instagram micro-celebrities' success, according to a study which examines the influence of online celebrity endorsers on consumer purchase intentions.
Creating totally new and exclusive products, business models and technology solutions is not always necessary in today's innovative economy; it is often sufficient to use the knowledge and inventions already available worldwide, according to professor Mikhail Shushkin and associate professor Sergey Alexandrovskiy, researchers at the Department of Marketing, Faculty of Management, HSE Branch in Nizhny Novgorod.
As part of the XVI April International Academic Conference, HSE hosted a joint symposium of the Global Alliance of Marketing & Management Associations (GAMMA) co-organized with Korean Scholars of Marketing Science. Themed ‘Bridging Asia and Russia in Global Marketing & Management’, the event aimed to promote academic cooperation between scholars working in the fields of marketing and management in Russia and Asia. Professor Olga Tretyak (HSE), Professor Vera Rebiazina (HSE) and Professor Jaihak Chung (Sogang University) co-chaired this joint symposium. The Center for Sustainable Culture & Service of Yonsei University and Korea Economy & Management Development Institute were partners.
Professor Wesley J. Johnston from Georgia State University, College of Business is a keynote speaker at the April Conference seminar Contemporary Management Research in Emerging Markets. He is a Member of the HSE Council and has been collaborating on projects since 2011 with Olga Tretyak, Academic Supervisor at the Faculty of Management Research and Study Group for Russian Marketing Studies 'Modern Marketing Practices'. During a break at the conference Professor Johnston talked to HSE English News service about the benefits for PhD students of participating in conferences, about the functions of marketing and marketing in Russia and about his fruitful cooperation with HSE.