1. !"#$%& $'()% *%+',-./0% . +%12.-.& 3.1/,#%
456 «!"#$%& $'()% 7'(/(*.'.
!"# $%&'()*)+ ,-'./ 0
/%$%1.'..23 -'"1+.%()+
* .' $%)'-4)+ '5% )"&
27 ('.)4,-4 2012 5.
6./-'7 8"&%.)%0
marketing.hse.ru

2. 8-( -%'(, 9(:()/,//%&
+,%);/(#-;?
2 marketing.hse.ru

3. 3 marketing.hse.ru

4. 9)% )"#%' /%$.-'"1+.%()+
:%$%1.'.."4 -'"1+.%()+
(augmented reality, AR)
1.4%)(<,/., ./=(+*%>.(//"?
#)(,2: 2.+-@%);/(0( .
+,%);/(0(
2.!1%.*(9,A#-2@,- 2 +,%);/(*
2+,*,/.
3.B%3(-%,- 2 3D
4 marketing.hse.ru

5. 4(2%& -,?/.C,#'%& =.$'%?
.).
8-(--( 3();$,,?
5 marketing.hse.ru

6. 6 marketing.hse.ru

7. ;*<-" - =)% .' &'/*", " $%0'/'.*'
D%0.& 0%<9,-(2 2 -(*, C-(
(/. *(0@- C-(--( #((3E%-;
:+( .? 2)%9,);>,2.
7 marketing.hse.ru

8. F(>#,-. 2 1/%C.-,);/(A #-,:,/.
(:+,9,)&G- :(2,9,/., :(-+,3.-,),A.
H.0.-%).1%>.& ((- digital) <.1/. - 2/.*%/., '
#,3,, #(19%/., ./=(:(2(9(2 ( #,3,.
8 marketing.hse.ru

9. 9 marketing.hse.ru

10. 8%)*0> $%1+?%0")'1'7 (%@(')'7
1.I,)%/., 2"9,).-#& . :('%1%-;, C-( -" /%
:,+,9(2(A ./=(+*%>.. . -,* #%*"*
@2,).C.-; #2(, 2).&/., /% ('+@<%GE.?
(=+,/9(2)
2.J()@C.-; 9.2.9,/-" (3();$, )%A'(2 .
=+,/9(2);
3.8@2#-2( :+./%9),</(#-..
10 marketing.hse.ru

11. 11 marketing.hse.ru

12. K#). +%/;$, 3"). :+,.*@E,#-2,//(
2,+-.'%);/", '(**@/.'%>.. (- 3+,/9% '
:(-+,3.-,)G, -( #,AC%# ./-,+/,- . #(>.%);/",
#,-. #:(#(3#-2@G- @2,).C,/.G 2).&/.&
0(+.1(/-%);/"? '(**@/.'%>.A (- :(-+,3.-,)&
' :(-+,3.-,)G.
!*)"7(#"4 $%5%0%-#": F'%<. */, . & 1%3@9@,
:('%<. */, . & 1%:(*/G . 2(2),'. *,/& . &
:(A*@ (:(9,)G#;)
12 marketing.hse.ru

13. - 67% -'A'.*7 ( :('@:'%? :+./&-" 2 :,+2@G
(C,+,9; :(9 2).&/.,* +,'(*,/9%>.A (word of
mouth).
- J+. 7-(* 93% $%)-',*)'1'7 #C.-%G-, C-(
+%10(2(+" . */,/.& &2)&G-#& /%.)@C$.* .
/%.3(),, 9(#-(2,+/"* .#-(C/.'(* .9,A .
./=(+*%>.. ( :+(9@'-%? . @#)@0%?
- 43% $%)-',*)'1'7 (-'%1"2%G-#& (- :('@:'.
-(2%+%, ,#). /, /%?(9&- ./=(+*%>.G ( /,* 2
./-,+/,-.
13 marketing.hse.ru

14. 14 marketing.hse.ru

15. B(%,'..%()* $%0'/'.*4 0 (')*
- +,'(/#-+@.+(2%/., ('+@<,/.&
- :,+,2(:)(E,/.,
- *@);-.:,+#:,'-.2/(#-;
15 marketing.hse.ru

16. 16 marketing.hse.ru

17. 600 )'1'#"."1%0, 10,000 -"/*%()".@*7,
,%1'' 100,000,000,000 *.)'-.') ()-".*@
17 marketing.hse.ru

18. ! #+,9/,* C,)(2,' -+%-.-
/% :(.#' ./=(+*%>.. ('()(
9 C"(%0 0 .'/'13.
18 marketing.hse.ru

19. D%0"4 &%/'1+ $-%/0*E'.*4 )%0"-%0
L==,'-.2/(#-;
-+%9.>.(//(0( :(9?(9% '
:+(92.<,/.G -(2%+(2
:%9%,-
19 marketing.hse.ru

20. J+(#*(-+(2(, C-,/., 2
/%#-(&E,, 2+,*& #-%/(2.-#&
')GC,2"*.
F((-2,-#-2,//( ./=(+*%>.& *(<,-
+%#:()%0%-;#& */(0(#)(A/(.
20 marketing.hse.ru

21. 21 marketing.hse.ru

22. D" <.2,* 2 9./%*.C/(* /%
#(3"-.& *.+,, /( 2 2&)(* /%
7*(>...
22 marketing.hse.ru

23. 80% #%&$".*7 @2,+,/", C-(
:+,9(#-%2)&G- #2(.* :(-+,3.-,)&*
C-(--( @/.'%);/(,, . -();'( 8%
$%)-',*)'1'7 :(9-2,+<9%G-, C-( 7-(
-%'.
23 marketing.hse.ru

24. F#%.%&*#" %$>)"
J( 9%//"* %/%).-.C,#'(0( %0,/-#-2% Gartner
86% 13/'7 5%)%0> /%$1"C*0")+ ?" 12CA*7
$%)-',*)'1+(#*7 %$>). M.9,+%*.
#-%/(2&-#& 3+,/9", 9%+&E., :(1.-.2/",
7*(>.. . 9%GE., :(1.-.2/"A (:"- (3E,/.&.
!#, 3();$, :(-+,3.-,),A (3+"2%G-
21%.*((-/($,/., # '(*:%/.,A, :()@C.2
/,0%-.2/"A (:"-.
24 marketing.hse.ru

25. 25 marketing.hse.ru

26. G-'./ - =)% /'7()0*'
H)& 3+,/9% 2%</( (%?/"0")+
*.<%$%0%/>, C,+,1 '(-(+",
%@9.-(+.& *(<,- 0>-"?*)+ (',4.
N(, C-( 3+,/9" 9,)%G-, 2%</,, -(0(,
C-( (/. (3,E%G-.
26 marketing.hse.ru

27. !%&&2.*#"@*4 ,-'./"
• J,+#(/%).1.+(2%//%&
• D,9.A/( /%#"E,/%&
• !(2),'%GE%&
• !')GC%GE%&, % /, :+(-%)'.2%GE%&
• !.+@#/%& / :@3).C/%&
27 marketing.hse.ru

28. 28 marketing.hse.ru

29. H(:()/,//%& +,%);/(#-; ()*-"')
5-".*@> &'E/2 -"?1*C.>&*
*.()-2&'.)"&* &"-#')*.5%0>H
#%&&2.*#"@*7. O/% &2)&,-#&
./-,0+.+(2%//"* ./#-+@*,/-(*.
H(:()/,//%& +,%);/(#-; 9,)%,-
-,'#-(2@G ./=(+*%>.G
2-(+(#-,:,//(A.
29 marketing.hse.ru

30. :%$.-'"1+.%()+ + &"-#')*.5
• F:(#(3 2(2),C; )G9,A
• F:(#(3 +%192./@-; 0+%/.>" .?
+,%);/(#-.
4(2%& :)%-=(+*% 9)& '+,%-.2/(#-. .
#%*(2"+%<,/.& 3+,/9(2 - &"-#')*.5
=&%@*7
30 marketing.hse.ru

31. 31 marketing.hse.ru

32. 7 ($%(%,%0 (%?/")+ 0%($%&*.".*4
1. !.1@%);/"A (3+%1 (:"-%
2. 4%).C., #,/-.*,/-%
3. !1%.*(9,A#-2., # @C%#-/.'(*
4. O?2%-.-; ('+@<,/., @C%#-/.'%
5. !(1*(</(#-; 2".0+%-;
6. !(1*(</(#-; 1%+%3(-%-;
7. H%-; 2(1*(</(#-; @C%#-/.'@ 2,#-. #(3"-.,
32 marketing.hse.ru

33. J,+2"* 3"-; :+(#-(, /( C-(
9,)%-; 9%);$,?
33 marketing.hse.ru

34. 34 marketing.hse.ru

35. 35 marketing.hse.ru

36. I%$-%(>?
amamontov@hse.ru
36 marketing.hse.ru