marketing, term, Russian terminology system, formation of terms, complex terminological nomination

Avtor statji pytajetsja analizirovať modeli russkich kompleksnych terminologičeskich naimenovanij iz sfery marketinga. V pervoj časti statji, opirajas´na speciaľnuju literaturu, ona privodit raznyje opredelenija ponjatija "termín", jego charakteristiku i sposoby obrazovanija. Vo vtoroj časti statji avtor dajet opredelenije ponjatija "marketing" i opisyvajet charakternyje čerty russkoj terminologii ukazannoj sfery. Ona privodit tipičnyje modeli komplexnych terminologičeskich naimenovanij sfery marketinga.

The author aims to analyze models of Russian complex terminological nomination in in the sphere of marketing. In the first part of the article she describes the concept "term", its characteristics, and how it is formed according to academic literature. In the second part of the paper she defines the concept of "marketing" and describes the peculiarities of Russian terminology in this sphere. In her analysis of the material, she focuses on a description of the models of complex terminological nomination in marketing.