Promotion of Highly-Technological Products of Civil and Double Purpose of the Defense and Industrial Complex of Russia: Challenges, Efficiency and Prospects
https://doi.org/10.21686/2413-2829-2022-1-159-171
Abstract
The article describes characteristics, problems and experience of promoting highly-technological products of civil and double purpose at entities (including enterprises) of the defense and industrial complex of Russia and provides recommendations aimed at increasing efficiency of this trend. The authors identify specific features of promoting highly-technological products of civil and double purpose, analyze key tools of marketing communications used in promotion with due regard to specificities of the target market and products. Promotion strategy for civil products of ‘Tulmashzavod’ was worked out and its efficiency was estimated. By analyzing the empiric material the authors put forward the trends whose development could foster improvement of economic and communication efficiency of promoting highly-technological products of civil and double purpose at home enterprises of the defense and industrial complex.
About the Authors
S. A. Shvetsov
Tula branch of the Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Sergey A. Shvetsov - PhD, Assistant Professor, Head of the Department for Economics, Management and Trade of the Tula branch
53 Lenin Avenue, Tula, 300000
T. N. Yegorushkina
Tula branch of the Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Tatiana N. Yegorushkina
PhD, Assistant Professor, Head of the Department for Finance and Information Technology Management
53 Lenin Avenue, Tula, 300000
M. P. Kalinichenko
Northern (Arctic) Federal University named after M. V. Lomonosov
Russian Federation
Russian Federation
Maksim P. Kalinichenko - PhD, Assistant Professor, Assistant Professor of the Department for Management
54 Embankment of the Northern Dvina, Arkhangelsk, 163002
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Review
For citations:
Shvetsov S.A., Yegorushkina T.N., Kalinichenko M.P. Promotion of Highly-Technological Products of Civil and Double Purpose of the Defense and Industrial Complex of Russia: Challenges, Efficiency and Prospects. Vestnik of the Plekhanov Russian University of Economics. 2022;(1):159-171. (In Russ.) https://doi.org/10.21686/2413-2829-2022-1-159-171
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