Elena M. Azaryan
Scientific degree: Doctor of Economics
Academic rank: Professor
Country: Russia
City: Donetsk
Organization: Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky
Position: Professor of the Department of Marketing and Trade
Education – Donetsk Institute of Soviet Trade. Major: Commodity Science and Organization of Food Trade. Qualification: Commodity Specialist of the Highest Category (1990).
Academic degree – Doctor of Economics, specializing in 08.02.03 “Organization of Management, Planning, and Regulation of the Economy”. Doctoral dissertation on “The Organizational and Economic Mechanism for the Functioning and Regulation of the Consumer Market” was defended in 2003 (Institute of Industrial Economics, Scientific Consultant ‒ Professor Chumachenko Nikolay Grigorievich)
Position – Профессор кафедры маркетинга и торгового дела, факультета маркетинга и торгового дела федерального государственного бюджетного образовательного учреждения высшего образования, Донецкий национальный университет экономики и торговли имени Михаила Туган-Барановского.
Marketing, marketing policy, marketing strategy, marketing innovation, territorial marketing, digital economy, e-commerce, creative industries, marketing potential, virtual markets
- scientific and methodological recommendations for developing marketing strategies for enterprises in the food market in the context of economic transformation;
- conducting fundamental and applied research in marketing, as well as utilizing scientific results in regional economics and education;
- conceptual foundations of economic security for entrepreneurial activity as a vector for economic development in the Russian Federation amid new challenges;
- developing a strategy for developing the marketing potential of the digital business environment in the virtual market;
- developing scientific and methodological approaches to the development of creative industries;
- logical and statistical modeling of the integral indicator of financial stability and comparing the results with expert assessments.
Under the academic supervision of Elena M. Azaryan, 15 scientists have earned a Doctor of Economics degree and 30 scientists have earned a Candidate of Economics degree over the entire period of the scientific school’s existence.
- As of March 16, 2026, according to the Russian Science Citation Index (RISC), the number of publications is 153, citations are 1,379, and the h-index is 18;
- Chairman of Dissertation Council 24.2.490.01. Federal State Budgetary Educational Institution of Higher Education “Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky”, Order of the Ministry of Science and Higher Education of the Russian Federation dated February 20, 2024 (No. 150);
- Corresponding Member of the Russian Academy of Natural Sciences;
- Founder of the scientific school of the Russian Academy of Natural Sciences;
- Member of the editorial board of the scientific journal “Innovative Development of the Economy”.
- FRRZ-2023-0004/1023030700037-2-5.2.1
“Marketing Potential of the Digital Business Environment in the Virtual Market”, RAS. Head of Research (2023-2025);
- Research funded by the Plekhanov Russian University of Economics: “Forecasting the Economic Development of Donetsk (Donetsk People's Republic) and the Region as a Whole (with the Creation of Expert Communities in Various Economic Areas)”, Plekhanov Russian University of Economics Order No. 2357 dated November 12, 2025. Head of Research.
- Certificate of the Russian Academy of Sciences “For fruitful work for the benefit of Russian science in the field of economics, significant contribution to the training of highly qualified scientific personnel, and the preservation of scientific schools”;
- Certificate of the Ministry of Science and Education of the Russian Federation “For significant achievements in the field of education and conscientious work”;
- Certificate of honor from the Head of the Donetsk People’s Republic Denis Vladimirovich Pushilin “For conscientious work, high level of professionalism, and personal contribution to the development of the education system of the Donetsk People's Republic”;
- Badge of Honor “Honored Worker of Science and Technology of the Donetsk People’s Republic”;
- Badge of Honor, 3rd degree;
- Gold Medal named after M.I. Tugan-Baranovsky
RISC SPIN-code: 5420-1803, ORCID: 0009-0005-0104-6902.
Major works:
1. Marketing Potential of the Digital Business Environment in the Virtual Market / E. M. Azaryan, N. Yu. Voziyanova, V. O. Bessarabov [et al.]. – Kursk: ZAO Universitetskaya Kniga, 2025. – 383 p. – ISBN 978-5-00261-596-4. – EDN APTFMJ.
2. Development of the Russian Federation in the Context of New Challenges: Socioeconomic Strategies and Technological Innovations of Young Scientists / E. M. Azaryan, L. N. Bragantseva, S. S. Demidov [et al.]. – Rostov-on-Don: Limited Liability Company "Manuscript Publishing House", 2024. – 489 p. – ISBN 978-5-605-15543-0. – EDN CUMAOV.
3. Economic Development of Donbass: Marketing Strategies, Financial System, and Social Aspects. Dedicated to the 160th Anniversary of Mikhail Tugan-Baranovsky's Birth / S. V. Drozhzhina, E. M. Azaryan, I. Z. Glebova [et al.]. – Donetsk: Publishing House "Scientific Library", 2024. – 504 p. – ISBN 978-5-00202-654-8. – EDN PAWRSW.
4. Azaryan, E. M. Neurotechnology in the Development of Agricultural Enterprises / E. M. Azaryan // Economy and Management: Problems, Solutions. – 2026. - Vol. 7, No. 1 (166). - Pp. 155-161. - DOI 10.36871/ek.up.p.r.2026.01.07.017. - EDN IVVIJU.
5. Azaryan, E. M. Potential factors influencing the development of environmental marketing / E. M. Azaryan, V. N. Antonov // Construction Economics. - 2025. - No. 2. - Pp. 38-40. - EDN LHKNZK.
6. Azaryan, E. M. Artificial intelligence technologies and their impact on the transformation of the Marketing 5.0 concept / E. M. Azaryan, V. O. Levchenko // Construction Economics. - 2025. - No. 8. - Pp. 40-42. - EDN ZPEEFA.
7. Azaryan, E. M. Logical and statistical modeling of the integral indicator of financial stability / E. M. Azaryan, V. O. Bessarabov, O. V. Melentyeva // Economic analysis: theory and practice. - 2025. - Vol. 24, No. 4. - Pp. 79-100. - DOI 10.24891/ea.24.4.79. - EDN BNKFOC.
8. Azaryan, E. M. Assessing the creative potential of industries in the framework of marketing strategies for their development / E. M. Azaryan, K. A. Antoshina, I. A. Chepeleva // Economic development of Russia. - 2025. - Vol. 32, No. 10. - Pp. 29-36. - EDN ZYMCXF.
9. Azaryan, E. M. Assessing the quality of program-targeted management of territorial marketing based on import substitution / E. M. Azaryan, V. N. Antonov // Economic development of Russia. - 2025. - Vol. 32, No. 2. - Pp. 34-41. - EDN WSZXYJ.
10. Azaryan, E. M. Model of interaction in the virtual market / E. M. Azaryan, O. V. Melentyeva // Economic development of Russia. - 2025. - Vol. 32, No. 2. - Pp. 47-50. - EDN UMXOUS.
11. Spatial strategizing of the recreational sphere of the Donetsk People's Republic / E. M. Azaryan, N. N. Davidchuk, N. Yu. Voziyanova, E. V. Meider // Bulletin of the Plekhanov Russian University of Economics. - 2025. - Vol. 22, No. 6 (144). - P. 78-87. – DOI 10.21686/2413-2829-2025-5-78-87. – EDN SNBYRD.
12. Azaryan, E. M. The role of modern digital marketing in modeling relationships with consumers of goods and services in virtual markets / E. M. Azaryan, O. V. Voronina // Economic analysis: theory and practice. – 2024. – Vol. 23, No. 10(553). – Pp. 1934-1945. – DOI 10.24891/ea.23.10.1934. – EDN YNVGDV.
13. Azaryan, E. M. Structural model of factors influencing the implementation of neurobranding technologies / E. M. Azaryan, I. Z. Glebova // Economic analysis: theory and practice. – 2024. – Vol. 23, No. 11(554). – P. 2133-2143. – DOI 10.24891/ea.23.11.2133. – EDN MNRZSU.
14. Azaryan, E. M. Innovative potential of business environment development in the virtual market at the digitalization stage / E. M. Azaryan, V. O. Bessarabov, O. V. Melentyeva // Economic analysis: theory and practice. – 2024. – Vol. 23, No. 9(552). – P. 1687-1699. – DOI 10.24891/ea.23.9.1687. – EDN LYHRFD.
15. Genesis of territorial marketing / E. M. Azaryan, D. E. Voziyanov, A. N. Beketov, V. A. Kaderova // Bulletin Plekhanov Russian University of Economics. – 2023. – Vol. 20, No. 1(127). – Pp. 200-210. – DOI 10.21686/2413-2829-2023-1-200-210. – EDN VOMMKE.
16. Azaryan, E. M. Digital Marketing in Network Retail: Consumer Behavior and Formation of Models of Influence on It / E. M. Azaryan, D. E. Voziyanov // Innovative Development of the Economy. – 2023. – No. 1(73). – Pp. 19-27. – DOI 10.51832/222379842023119. – EDN KSDUZO.
17. Territorial Marketing on the Example of an Urban Agglomeration: Information Marketing, Digital Platforms / A. V. Shishkin, A. A. Mileshina, E. M. Azaryan [et al.] // Plekhanov Scientific Bulletin. - 2023. - No. 2 (24). - Pp. 179-194. - EDN TWGLYL.
18. Azaryan, E. M. Digitalization of Video Content in the Marketing Strategy of an Enterprise / E. M. Azaryan, D. E. Voziyanov // Trade and Market. - 2022. - No. 1 (61). - Pp. 36-43. - EDN QKCGPV.
19. Azaryan, E. M. Regional and Sectoral Economy: Innovative Drivers / E. M. Azaryan // Trade and Market. - 2022. - No. 1 (61). - Pp. 30-35. - EDN KNRDMG.
20. Azaryan, E. M. Formation of Organizational Culture in the system of higher education / E. M. Azaryan // Trade and market. - 2022. - Vol. 2, No. 3-1 (63). - P. 9-15. - EDN ZMSBGS.
