Volume 20, Special Issue PrintISSN: 1095-6298 Online ISSN: 1528-2678 ACADEMY OF MARKETING STUDIES JOURNAL Editor Yu. R. Khairulina Center of Advanced Economic Research Academy of Sciences of the Republic of Tatarstan The Academy of Marketing Studies Journal is owned and published by Jordan Whitney Enterprises, Inc. Editorial content is under the control of the Allied Academies, Inc., a non-profit association of scholars, whose purpose is to support and encourage research and the sharing and exchange of ideas and insights throughout the world. Authors execute a publication permission agreement and assume all liabilities. Neither JordanWhitney Enterprises, Inc. nor Allied Academies is responsible for the content of the individual manuscripts. Any omissions or errors are the sole responsibility of the authors. The Editorial Board is responsible for the selection of manuscripts for publication from among those submitted for consideration. The Publishers accept final manuscripts in digital form and make adjustments solely for the purposes of pagination and organization. The Academy of Marketing Studies Journal is owned and published by Jordan Whitney Enterprises, Inc., PO Box 1032, Weaverville, NC 28787 USA. Those interested in communicating with the Journal, should contact the Executive Director of the Allied Academies at [email protected]. Copyright 2016 by Jordan Whitney Enterprises, Inc., USA EDITORIAL REVIEW BOARD MEMBERS E. M. Ibraimova V. N. Khisamova Kazan Federal University Kazan Federal University Yu. R. Khairulina S. P. Dyrin Research Fellow at the Center of Professional Education “Naberezhnye Advanced Economic Research Academy Chelny State Trade and Technological of Sciences of the Republic of Tatarstan Institute” TABLE OF CONTENTS MARKETING AS THE CITY ECONOMIC SECURITY IMPROVEMENT TOOL…………...1 Vladimir Lvovich Vasilev, Oleg Vasilevich Sazanov, Anna Renatovna Ishkinyaeva, Kazan Federal University FORMING DIDACTIC CULTURE OF THE TEACHER IN MODERN EDUCATION CONDITIONS…………………………………………………………………………………….8 Alsu Linarovna Mirzagitova, Kazan Federal University ENVIRONMENTAL EDUCATION IN THE REPUBLIC OF TATARSTAN: SOCIAL ANALYSIS OF THE SITUATION……………………………………………………………...16 Renat Irekovich Zamaletdinov, KFU Lubov Markelovna Yao, KNRTU Rinat Raisovich Mingaliev, Institute of Management, Economics and Finances Petr Anatolyevich Kornilov, KNRTU Dilyara Nurgaenovna Galeeva, Kazan municipal child ecological and biological center THE STATE AND PROSPECTS OF DEVELOPMENT OF THE MARKET OF ISLAMIC INVESTMENTS................................................................................................................21 Elena V. Bulankina, Kazan Federal University Aivaz M. Fazliev, Kazan Federal University Ilham Y. Shakirov, Kazan Federal University ON THE FORMATION OF THE ANTI-DRUG STABILITY OF LAW STUDENTS………...28 Artur A. Gubaidullin, Kazan Federal University Arthur G. Ibragimov, Kazan Federal University INVESTIGATION ON ENGLISH GERUND TO ENGLISH LANGUAGE LEARNERS IN TATAR BACKGROUND……………………………………………………………………….33 Alsu Yu. Giniyatullina, Kazan Federal University Milyausha R. Garaeva, Kazan Federal University Rozaliya A. Karimova, Kazan Federal University WAYS OF FORMATION OF REGIONAL BRANDS IN MODERN CONDITIONS………...39 B.M. Eidelman, Kazan federal university L.R. Fakhrutdinova, Kazan federal university N.К. Gabdrakhmanov, Kazan federal university A.M. Nayda, University of management “TISBI” FEATURES OF ISLAMIC TOURISM………………………………………………………….45 N.K. Gabdrakhmanov, Kazan federal university N.M. Biktimirov, Kazan federal university M.V. Rozhko, Kazan federal university R.M. Mardanshina, Kazan federal university ASSESSING THE LEVEL OF ECONOMIC DEVELOPMENT IN COUNTRIES TRANSITIONING TO INFORMATION ORIENTATED, POSTINDUSTRIAL, SOCIETIES……51 M.Z Gibadullin, Kazan Federal University A.R Nurieva, Kazan Federal University A.M Ilyasova, Kazan Federal University USE OF THE INTEGRATED FORMATION POTENTIAL IN THE PROSESS OF FORMING OF STRATEGIC BUSINESS MANAGEMENT SYSTEM…………………………………….60 I.U. Orlov, Kazan Federal University N.G Bagautdinova, Kazan Federal University G. N. Hadiullina, Kazan Federal University L.F. Nugumanova, Kazan Federal University K.A. Sakhibullina, Kazan Federal University EXAMINING RUSSIAN REGIONS FROM AN IMPORT SUBSTITUTION PERSPECTIVE…...67 R.V. Kashbrasiev, Kazan Federal University A. G. Stepin, Kazan Federal University SYSTEM ANALYSIS OF GENERIC AND SPECIFIC PROPERTIES EVALUATION FUNCTIONS IN THE ECONOMY…………………………………………………………….75 L.B. Shabanova, Kazan Federal University I.P Demidov, Russian University of justice, D.R. Kochemasova, Kazan Federal University N.Z. Safiullin, Kazan Federal University TRANSFORMATIONS OF FUNCTIONS OF CONSUMER DEMAND IN POSTINDUSTRIAL ECONOMY………………………………………………………………82 G.G Hadiullina, Kazan Federal University O.G Shmeleva, Kazan Law Institute of MIA of Russia S.R Andreev Kazan Federal University A.V Lebedeva, Kazan Law Institute of MIA of Russia N.V Arzhantseva, Kazan Federal University STATE OF THE MARKET PRODUCTION STANDARDS "HALAL"IN RUSSIA AND TATARSTAN: HANDS-ON REVIEW…………………………………………………………88 L. N. Safiullin, Kazan Federal University G. K. Galiullina, Kazan Federal University L. B. Shabanova, Kazan Federal University APPLICATION OF ACTUARIAL CALCULATIONS WHEN BUILDING A REPORT ON COMPANY’S FINANCIAL POSITION……………………………………………….……….96 L. I. Kulikova. Kazan Federal University N. B. Semenikhina, Kazan Federal University E.Yu. Vetoshkina, Kazan Federal University STATISTICAL STUDY OF IMPACT OF LABOUR TIME FACTORS ON LABOUR PRODUCTIVITY………………………………………………………………………………103 PolovkinaE.A, Kazan Federal University BadrievaL.D, Kazan Federal University LEGAL REALITY AS A JURIDICAL CATEGORY…………………………………………110 L. N. Safiullin, Kazan Federal University A. V. Skorobogatov, Kazan Federal University A. V. Krasnov, Kazan Federal University D. A. Ganeeva, Kazan Federal University ACCOUNTING FOR OVERHEADS IN RUSSIA: HISTORICAL ASPECTS……………….115 A. Y. Sokolov, Kazan Federal University Ch. Z. Bikmukhametova, Kazan Federal University IMAGE OF THE POST-SOVIET MEGALOPOLIS IN ASSESSMENT OF ITS INHABITANTS (CASE OF KAZAN, RUSSIA)……………………………………………...121 P. O. Yermolaeva, Kazan (Volga) Federal University E .P. Dyomkina, State Budgetary Institution Center of Perspective Economic Researches of Academy of Sciences of the Tatarstan Republic (RT AN TsPEI) ROLE OF HISTORICAL CITIES IN THE TOURIST BREADING (CASE STUDY OF REPUBLIC OF TATARSTAN)………………………………………………………………..130 Niyaz K. Gabdrakhmanov, Kazan Federal University Lenar Nailevich Safiullin, Kazan Federal University THE ROLE OF REGULATORY FOCUS IN ONLINE & MOBILE SHOPPING: FOCUSED ON SHOPPING MOTIVATION AND INFORMATION QUALITY…………………….138 Hee Jung Lee, Kyonggi University Academy of Marketing Studies Journal Volume 20, Special Issue, 2016 MARKETING AS THE CITY ECONOMIC SECURITY IMPROVEMENT TOOL Vladimir Lvovich Vasilev, Oleg Vasilevich Sazanov, Anna Renatovna Ishkinyaeva, Kazan Federal University ABSTRACT Maintaining In article the problem of the city economic safety is considered. The city marketing is provided as the tool on attracting necessary economic resources for the current and strategic (innovative) city development. The problem resolution of innovative development is provided through application of cluster approach. Methods In article general scientific research methods such as dialectic knowledge method, analysis and synthesis of the historic and empirical facts, search of causes and effect relationships, factorial analysis were used. Results Recommendations about forming strategy of increasing the city economic safety by applying marketing technologies are formulated. Recommendations about promoting innovative activities using cluster approach are formulated. It is offered to strengthen development of city innovative and production clusters by a vigorous marketing activity. The basic principles of increasing the city economic safety, such as the successful marketing concept, balanced development of the market and public benefits (sectors) in the territory, promoting activities of local community through effective strategic management, development and program implementation of public and private partnership in the field of traditional and innovative business are revealed activity. Discussion Currently optimum marketing strategy for the city is not revealed. The system of factors ensuring high the city economic safety is unique for each territory. Well- known positive influence of strategic management on a city economy, including using marketing technologies. It is proved that cluster approach, active support of innovative activities and effective marketing will allow to increase the city economic safety. Closing statement Commercialization of innovative activities results and promoting interests of the city provides a marketing strategy. Combining various instruments of innovative and strategic planning is a basis of the modern city economic safety. Cluster approach to the organization of innovative social and economic system of the city will be most effectively realized by means of marketing technologies. The high the city economic safety as result is determined by such factor as successful implementation of the city marketing concept. Key terms: innovation, marketing, economic safety, strategy INTRODUCTION Now relevance of the city economic safety research where economic activity of the population in modern conditions is generally realized increases. The the city economic safety is recently in many respects determined by efficiency of developing innovative