MARKETING IN THE PERIOD OF IMPORT SUBSTITUTION

Pravednikova Viktoriya ()
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Pravednikova Viktoriya: Plekhanov Russian University of Economics

Annals of marketing-mba, 2022, vol. 3

Abstract: The scientific article presents the results of the analysis of the transformation of the marketing of Russian enterprises in the period of import substitution of the economy. The relevance of the study is due to the relationship of import substitution with the impact of the economic sanctions regime and the results of the formation of the digital economy. The paper considers the development trends of marketing in Russia. The characteristic of the influence of digital technologies on the improvement of marketing of enterprises participating in the import substitution of the domestic market is determined. In conclusion, it was found that marketing during the period of import substitution is an important tool for managing the company's competitiveness in attracting and retaining consumers in the competition with foreign manufacturers.

Keywords: marketing; marketing activity; marketing technologies; digital marketing; import substitution period. (search for similar items in EconPapers)
JEL-codes: H21 (search for similar items in EconPapers)
Date: 2022
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