Melnikova T.F., Kashchenko Ye.G., Marchenko V.N., Simonova N.Yu.
THE ESTIMATION OF THE COMPETITIVE CAPACITY OF ENTERPRISES OF BANK SPHERE (BASED ON THE EXAMPLE OF ORENBURG REGION) ^{[№ 8 ' 2011]}
The authors examine definition, essence and estimation of competitive ability. They represented the results of marketing studies of the competitive ability of VTB Bank 24 (privately held company) (Orenburg city).

Melnikova T.F., Kashchenko E.G., Luzhnova N.V., Mikhailova O.P.
THE EFFECTIVENESS OF SOCIAL ADVERTISING ^{[№ 13 ' 2010]}
The paper discusses the definition, nature, history and topics of social advertising. Studied the nature and criteria of the concept of "reklamosposobnost". The analysis of the effectiveness of social advertising based on marketing research.

Kashchenko E.G., Razumova M.S.
INSTRUMENTS OF SOCIAL MARKETING MANAGEMENT ON THE MARKET OF THEATRE-SPECTACLE SERVICES ^{[№ 8 ' 2010]}
In this article the authors regards peculiarities of social marketing management on the market of theatre-spectacle services and also presents the process of social marketing planning as a key moment of management process. The necessity of measures organization of social character by forming of modern marketing program is proved here.

Kashchenko E.G.
PECULIARITIES AND TENDENCIES OF RETAILING ENTERPRISES DEVELOPMENT IN RUSSIAN MARKET ^{[№ 2 ' 2010]}
In this article the author regards peculiarities and tendencies of retailing enterprises development in Russian market, and also he analyzes existing tendencies of trade development in Orenburg market with aim to reveal and to determine possibilities of functioning of local trade enterprises in conditions of crises and expansion of net trade companies.