INTERNATIONAL MARKETING ACTIVITIES OF MULTINATIONAL COMPANIES IN CONDITIONS OF INSTABILITY
https://doi.org/10.18184/2079-4665.2016.7.4.161.166
Abstract
This article describes the conceptual basis for the formation of international marketing, the characteristic of the main exit strategies on the world market, revealed features of international marketing that national companies are obliged to take into account the examples of international marketing strategies of international companies such as Apple, Google, Nike, the Russian company Natura Siberica.
The purpose of this paper is to analyze the international marketing activities of multinational companies and the development of proposals for improving this process.
Methodology. To complete this article, no such analysis methods were used as comparative and Economics and Statistics.
Conclusions / relevance. The results are of practical value, they can be used in a lecture course teachers of educational institutions in the preparation of managers, as well as direct marketing specialists. In the study, the author was able to draw a number of conclusions that facilitate the development of the set of eff ective combinations, each of which represents a unique scenario of territorial expansion. Promising further expansion of the practice of implementation of marketing approaches in the organization of the entities of multinational companies, in Vol. H. The use of new technologies.
About the Authors
N. V. Lyasnikov
The Russian Presidential Academy Of National Economy And Public Administration
Russian Federation
82, Vernadskogo av., Moscow, 119571
Russian Federation
82, Vernadskogo av., Moscow, 119571
Yu. V. Lyasnikova
Moscow Polytechnic University
Russian Federation
38, Bolshaya Semenovskaya str., Moscow, 107023
Russian Federation
38, Bolshaya Semenovskaya str., Moscow, 107023
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Review
For citations:
Lyasnikov N.V., Lyasnikova Yu.V. INTERNATIONAL MARKETING ACTIVITIES OF MULTINATIONAL COMPANIES IN CONDITIONS OF INSTABILITY. MIR (Modernization. Innovation. Research). 2016;7(4(28)):161-166. (In Russ.) https://doi.org/10.18184/2079-4665.2016.7.4.161.166
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