CONTEMPORARYAPPROACHES TO MARKET SEGMENTATION: AN ANALYSIS OF PRACTICES IN RUSSIAAND ABROAD

This article explores contemporary approaches to market segmentation with a focus on analyzing and comparing practices applied in Russia and abroad. The study includes a review of the evolution of segmentation methods from demographic to psychographic and behavioral approaches, which allows for a deeper understanding of consumer motivations and preferences. Examples of successful segmentation in both Russian and international mar- kets are analyzed, considering unique cultural, economic, and social characteristics. Additionally, the article presents innovative trends and new directions in segmentation, including the use of predictive analytics and machine learning algorithms, and provides practical recommendations for implementing advanced technologies to enhance marketing strategies.