The control of international companies over the promotion of their products during the crisis period

UDC 65.011

Authors

Galaktionov V. S.
Student at the Faculty of Global Studies of Lomonosov Moscow State University,Moscow

Abstract

The article focuses on the control of international companies over the promotion of their products during crisis situations in the economy. It con-siders the principles of building marketing strategies and the essence of the marketing mix. The article emphasizes the importance of building effective in-ternal management of the company based on the PAEI-model of Ichak Kalderon Adizes, analyzing customer needs and forming a strategy for product promotion on digital platforms, according to the concept developed jointly by Philip Kotler and Hermavan Kartajaya. Using the example of Philip Morris International and its activities in the context of the 2020 pandemic, the main principles of control-ling the company's activities are revealed.

Keywords

economic crisis, marketing strategies, product promotion, product promotion channels, digital marketing, customer-oriented approach