Особенности маркетинговой стратегии транснациональных корпораций в табачной промышленности в современных условиях

M.E. Seyfulaeva; O.S. Padalkina

M.E. Seyfulaeva Russian Economic University named after G. V. Plechanov
O.S. Padalkina Russian Economic University named after G. V. Plechanov

Keywords: marketing strategy, transnational corporations, globalization, competitive environment, business diversification of the multinational corporations, benchmarking, market of tobacco production, prohibition of advertising, matrix of Аnsoff, Philip Morris International inc

Abstract

The output of the enterprises to a trajectory of economic growth is defined by many factors among which the key place is allocated for marketing strategy. This problem has crucial importance for the enterprises of the tobacco industry, especially multinational corporations. In article is considered the theoretical aspect of problem of marketing strategy development by Multinational Corporation focused on ensuring of balance of companies interests, consumers and society.