employee
Russian Federation
employee
Russian Federation
UDC 615
UDC 339.138
The authors assessed current niches in the domestic economy, identifying the most promising areas. They have shown the dynamics of niche marketing over the 2020-2023 period. The main trends in the promotion of goods and services in response to the crisis of the economic sanctions period are identified. The peculiarities and specifics of the budgets formation of communication programs for the promotion of import substitution goods are characterized. General tendencies of Russian enterprises adaptation to the crisis conditions have been revealed, the role of niche marketing in promotion and adaptation is defined on the example of the veterinary pharmacological drugs production sector.
niche marketing, sanctions period, import substitution, domestic economy, promotion strategies, enterprises adaptation, feeding stuff, veterinary drugs, advertising
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2. Letyukhina M. “Pet Business under New Conditions”. RBK+. (In Russian). 07 March 2023. Web. 30 July 2023. https://spb.plus.rbc.ru/news/6405b7f37a8aa9159cc388f3
3. Makeyeva Yu. “Companies from USA Took the Lead at Top-15 List of Veterinary Preparations Manufacturers in Russian Market”. Veterinariya i zhizn’: informatsionnyy portal i gazeta. (In Russian). 27 Sep. 2021. Web. 25 Sep. 2023. https://vetandlife.ru/sobytiya/top-15-proizvoditeley-vetpreparatov-na-rossiyskom-rynke-vozglavili-kompanii-iz-ssha/
