{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,15]],"date-time":"2026-02-15T14:05:11Z","timestamp":1771164311760,"version":"3.50.1"},"reference-count":19,"publisher":"Publishing house Pegas","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"abstract":"<jats:p>\u0421\u0442\u0430\u0442\u044c\u044f \u043f\u043e\u0441\u0432\u044f\u0449\u0435\u043d\u0430 \u0430\u043d\u0430\u043b\u0438\u0437\u0443 \u0438\u0437\u043c\u0435\u043d\u0435\u043d\u0438\u0439 \u0432 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u044f\u0445 \u043f\u0440\u043e\u0444\u0435\u0441\u0441\u0438\u043e\u043d\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u0440\u0430\u0437\u0432\u0438\u0442\u0438\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u043e\u0432 \u0432 2023-2025 \u0433\u0433. \u0420\u0430\u0441\u0441\u043c\u0430\u0442\u0440\u0438\u0432\u0430\u0435\u0442\u0441\u044f \u0440\u0430\u0437\u0440\u044b\u0432 \u043c\u0435\u0436\u0434\u0443 \u0441\u043a\u043e\u0440\u043e\u0441\u0442\u044c\u044e \u043e\u0431\u043d\u043e\u0432\u043b\u0435\u043d\u0438\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0439 \u0438 \u0442\u0435\u043c\u043f\u0430\u043c\u0438 \u0430\u0434\u0430\u043f\u0442\u0430\u0446\u0438\u0438 \u0444\u043e\u0440\u043c\u0430\u043b\u044c\u043d\u044b\u0445 \u043e\u0431\u0440\u0430\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u044c\u043d\u044b\u0445 \u0438\u043d\u0441\u0442\u0438\u0442\u0443\u0442\u043e\u0432. \u041e\u0431\u043e\u0441\u043d\u043e\u0432\u0430\u043d\u0430 \u043d\u0435\u043e\u0431\u0445\u043e\u0434\u0438\u043c\u043e\u0441\u0442\u044c \u043f\u0435\u0440\u0435\u0445\u043e\u0434\u0430 \u043e\u0442 \u0442\u0440\u0430\u0434\u0438\u0446\u0438\u043e\u043d\u043d\u043e\u0439 \u0430\u043d\u0434\u0440\u0430\u0433\u043e\u0433\u0438\u043a\u0438 \u043a \u0445\u0435\u0432\u0442\u0430\u0433\u043e\u0433\u0438\u0438 \u043a\u0430\u043a \u043c\u043e\u0434\u0435\u043b\u0438 \u0441\u0430\u043c\u043e\u043e\u043f\u0440\u0435\u0434\u0435\u043b\u044f\u0435\u043c\u043e\u0433\u043e \u043e\u0431\u0443\u0447\u0435\u043d\u0438\u044f. \u041f\u0440\u043e\u0430\u043d\u0430\u043b\u0438\u0437\u0438\u0440\u043e\u0432\u0430\u043d\u044b \u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0438\u0447\u0435\u0441\u043a\u0438\u0435 \u0430\u0441\u043f\u0435\u043a\u0442\u044b \u0430\u0434\u0430\u043f\u0442\u0430\u0446\u0438\u0438 \u043a \u0446\u0438\u0444\u0440\u043e\u0432\u043e\u0439 \u0441\u0440\u0435\u0434\u0435, \u0432\u043a\u043b\u044e\u0447\u0430\u044f \u043c\u0435\u0445\u0430\u043d\u0438\u0437\u043c\u044b \u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0430\u0446\u0438\u0438 \u0442\u0435\u0445\u043d\u043e\u0441\u0442\u0440\u0435\u0441\u0441\u0430 \u0438 \u0440\u0430\u0437\u0432\u0438\u0442\u0438\u0435 \u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0438\u0447\u0435\u0441\u043a\u043e\u0433\u043e \u043a\u0430\u043f\u0438\u0442\u0430\u043b\u0430. \u0412\u044b\u044f\u0432\u043b\u0435\u043d\u044b \u043d\u043e\u0432\u044b\u0435 \u0442\u0440\u0435\u0431\u043e\u0432\u0430\u043d\u0438\u044f \u043a \u043a\u043e\u043c\u043f\u0435\u0442\u0435\u043d\u0446\u0438\u044f\u043c \u043c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u043e\u0432, \u0441\u0432\u044f\u0437\u0430\u043d\u043d\u044b\u0435 \u0441 \u0432\u043d\u0435\u0434\u0440\u0435\u043d\u0438\u0435\u043c \u0430\u0433\u0435\u043d\u0442\u043d\u043e\u0433\u043e \u0438\u0441\u043a\u0443\u0441\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0433\u043e \u0438\u043d\u0442\u0435\u043b\u043b\u0435\u043a\u0442\u0430. \u041f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u0430 \u043a\u043e\u043d\u0446\u0435\u043f\u0442\u0443\u0430\u043b\u044c\u043d\u0430\u044f \u043c\u043e\u0434\u0435\u043b\u044c \u0430\u0434\u0430\u043f\u0442\u0438\u0432\u043d\u043e\u0439 \u043a\u043e\u043c\u043f\u0435\u0442\u0435\u043d\u0442\u043d\u043e\u0441\u0442\u0438, \u0438\u043d\u0442\u0435\u0433\u0440\u0438\u0440\u0443\u044e\u0449\u0430\u044f \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0447\u0435\u0441\u043a\u0438\u0435 \u043d\u0430\u0432\u044b\u043a\u0438 \u0438 \u043c\u0435\u0442\u0430-\u043a\u043e\u0433\u043d\u0438\u0442\u0438\u0432\u043d\u044b\u0435 \u0441\u043f\u043e\u0441\u043e\u0431\u043d\u043e\u0441\u0442\u0438.<\/jats:p>\n                  <jats:p>The article analyzes changes in professional development strategies for marketers during 2023-2025. The study examines the gap between the pace of marketing technology updates and the adaptation rates of formal educational institutions. Based on a literature review, the necessity of transitioning from traditional andragogy to heutagogy as a self-determined learning model is substantiated. Psychological aspects of adaptation to the digital environment are analyzed, including mechanisms for transforming technostress and developing psychological capital. New competency requirements for marketers associated with the implementation of agentic artificial intelligence are identified. A conceptual model of adaptive competence integrating technological skills and meta-cognitive abilities is proposed.<\/jats:p>","DOI":"10.47576\/2949-1908.2026.1.1.026","type":"journal-article","created":{"date-parts":[[2026,2,15]],"date-time":"2026-02-15T13:30:36Z","timestamp":1771162236000},"page":"221-228","source":"Crossref","is-referenced-by-count":0,"title":["\u0425\u0435\u0432\u0442\u0430\u0433\u043e\u0433\u0438\u0447\u0435\u0441\u043a\u0438\u0435 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0438 \u043e\u0431\u0443\u0447\u0435\u043d\u0438\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u043e\u043b\u043e\u0433\u043e\u0432 \u0432 \u0443\u0441\u043b\u043e\u0432\u0438\u044f\u0445 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0447\u0435\u0441\u043a\u043e\u0439 \u0430\u043a\u0441\u0435\u043b\u0435\u0440\u0430\u0446\u0438\u0438"],"prefix":"10.47576","author":[{"given":"\u0415.\u0412.","family":"\u041c\u0438\u0449\u0435\u043d\u043a\u043e","sequence":"first","affiliation":[{"name":"\u0420\u043e\u0441\u0441\u0438\u0439\u0441\u043a\u043e-\u0430\u0440\u043c\u044f\u043d\u0441\u043a\u0438\u0439 \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"\u0418.\u0412.","family":"\u0413\u0440\u0435\u0447\u0438\u043d\u0430","sequence":"first","affiliation":[{"name":"\u043d\u0435\u0437\u0430\u0432\u0438\u0441\u0438\u043c\u044b\u0439 \u0438\u0441\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u0442\u0435\u043b\u044c"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"\u041a.\u0418.","family":"\u041a\u043b\u0438\u043c\u043e\u0432\u0438\u0447","sequence":"first","affiliation":[{"name":"1AK-GROUP"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"\u0414.\u0412.","family":"\u0410\u043b\u0435\u043a\u0441\u0435\u0435\u0432","sequence":"first","affiliation":[{"name":"Flodigit"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"27371","published-online":{"date-parts":[[2026,2,8]]},"reference":[{"key":"1","doi-asserted-by":"crossref","unstructured":"Acar O. 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