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Article on methodological grounds and the establishment of new institutional theory. Author updates the new methodological horizons opened up by the use of tools new institutional theory in economic analysis.

Article on the role of the segmentation of the environment in the planning of marketing activities. Pre-crisis marketing in the first place put on the importance of marketing communications function. The author proves the thesis about the importance of the analysis of the market environment as an essential condition of effective marketing.

Article on the use of system analysis methodology for modeling socio-economic pro-cesses. The author justifies the methodological approach, based on dynamic analysis of exogenous processes in economic and social management practices. Particular attention is paid to the use of index indicators adaptive response of socio-economic systems to environmental changes.

An article about the directions and priorities of the regional policy of the state to regulate the regional water consumption in the Omsk region. The authors analyze the situation with the water consumption in China, Kazakhstan and the Russian Federation, as well as alternative ways of solving problems, and the economic impact of the construction of a dam on the river Irtysh.

In article features of the marketing analysis of market potential of firm are considered. Authors analyze features of the marketing analysis and offer algorithms of its carrying out in the conditions of a market competition. Article is addressed the experts solving marketing problems of competitive behavior in the market environment.