Abstract
The work shows how modern advances in information technology contribute to the unification of scientific potential in various fields and make it possible to conduct joint research by scientists and representatives of the business community. This task is solved using the example of developing a marketing research program aimed at improving the effectiveness of measures to stimulate demand for goods and services. When exploring the travel services market, an optimization mathematical model based on the construction of a demand function is used. As a result, the possibility of increasing the effectiveness of the tourist cashback program by using differentiated rates is shown. When studying the demand for socially significant goods, a game theory concept of the market for these goods is being developed. The game model of this market was built and the possibility of market regulation of prices for such goods was justified, subject to strict antitrust measures.
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