L. G. Vikulova; Irina Makarova

doi:10.12737/2587-9103-2026-15-4-83-89

UDC 81

"PROSVESHCHENIE" (‘ENLIGHTENMENT’) PUBLISHING HOUSE'S ONLINE BOOKSTORE AS A MARKETING COMMUNICATION CHANNEL "Prosveshchenie" (‘Enlightenment’) Publishing House's Online Bookstore as a Marketing Communication Channel

АА Аа

Published in Scientific Research and Development. Modern Communication Studies · Volume 15, Issue 4, 2026 · Pages 83–89 · Rubric: Image, advertizing and business communication

DOI: https://doi.org/10.12737/2587-9103-2026-15-4-83-89

Received: 30.06.2026 Accepted: 15.07.2026 Published: 29.08.2026

Authors

L. G. Vikulova

Irina Makarova

L. G. Vikulova

Moscow City Teachers’ Training University

Irina Makarova

Moscow City Pedagogical University docent kafedry · kafedra romanskih yazykov i lingvodidaktiki · Moscow

ABSTRACT

The article focuses on the website of the online bookstore operated by the Prosveshchenie (‘Enlightenment’) publishing house as a multifunctional channel of marketing communication amid the digitalization of the educational environment. The relevance of the study stems from the need to conceptualize new formats of media communication that integrate marketing, enlightenment, and educational objectives within computer-mediated communication. It is argued that publishing and bookselling activity, understood as a discursive practice, currently constitutes a universal mode of information exchange in technological, sociocultural, and communicative respects alike. Drawing on the self-presentational texts published on the online store's website, the authors identify the key strategies used to promote book products, including the construction of a corporate identity through an appeal to national values, the use of quantitative indicators to strengthen pragmatic effect, and the creation of a multilevel dialogue with educational institutions and the target audience (teachers, pupils, and parents). Particular attention is given to the multimodal nature of the website and its structural organization, which comprises a unified catalogue together with additional services that convert a user's educational request into the purchase of the required publication. It is noted that the publisher's specially designed media platform functions as a commercially oriented communication resource equipped with a dedicated system of informational and technological support for interaction with users. The authors conclude that the publisher's online store website serves not only as an instrument of direct marketing but also as the core of an integrated communication platform that unites informational, enlightening, and educational functions.

KEYWORDS

Prosveshchenie (‘Enlightenment’) publishing house; publishing discourse; online store; marketing discourse; educational media discourse; online bookstore; media tools

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Vikulova L. G., Makarova I. V. "Prosveshchenie" (‘Enlightenment’) Publishing House's Online Bookstore as a Marketing Communication Channel // Scientific Research and Development. Modern Communication Studies. 2026. no. 4. pp. 83-89. DOI: https://doi.org/10.12737/2587-9103-2026-15-4-83-89. (Date of access 01.11.2026).

MLA

L. G. Vikulova, Makarova I. V.. ""Prosveshchenie" (‘Enlightenment’) Publishing House's Online Bookstore as a Marketing Communication Channel." Scientific Research and Development. Modern Communication Studies 15.4 (2026): 83-89. DOI: https://doi.org/10.12737/2587-9103-2026-15-4-83-89.

APA

Vikulova L. G., Makarova I. V. (2026). "Prosveshchenie" (‘Enlightenment’) Publishing House's Online Bookstore as a Marketing Communication Channel. Scientific Research and Development. Modern Communication Studies, 15(4), 83-89. https://doi.org/10.12737/2587-9103-2026-15-4-83-89

Chicago

L. G. Vikulova, Makarova I. V.. ""Prosveshchenie" (‘Enlightenment’) Publishing House's Online Bookstore as a Marketing Communication Channel." Scientific Research and Development. Modern Communication Studies 15, no. 4 (2026): 83-89. https://doi.org/10.12737/2587-9103-2026-15-4-83-89.

WIKI

{{cite journal | author = Vikulova L. G., Makarova I. V. | title = "Prosveshchenie" (‘Enlightenment’) Publishing House's Online Bookstore as a Marketing Communication Channel | journal = Scientific Research and Development. Modern Communication Studies | year = 2026 | volume = 15 | issue = 4 | pages = 83-89 | doi = 10.12737/2587-9103-2026-15-4-83-89 }}

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"PROSVESHCHENIE" (‘ENLIGHTENMENT’) PUBLISHING HOUSE'S ONLINE BOOKSTORE AS A MARKETING COMMUNICATION CHANNEL "Prosveshchenie" (‘Enlightenment’) Publishing House's Online Bookstore as a Marketing Communication Channel

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