Specifics of image and marketing communications of Russian companies in the period of economic sanctions

The research " Specifics of image and marketing communications of Russian companies in the period of economic sanctions" is devoted to the study of the basic directions of marketing communications in modern Russia. To explore this topic has been analyzed the overall economic context and the peculiarities of the present economic sanctions, accompanied by the promotion of the concept to the import substitution. A key focus of marketing communications marketing mimicry stands as common tool of promotion during the period of transition. Also in the present study we examine the impact of consumer culture on the formation of marketing communications and marketing concepts borrowing abroad, as a prerequisite for copying a marketing policy within the framework of the modern Russian market. The problem is hlighted in the work, is that against the background of popularization of USSR-style and "Westerners", Russian style, as the basis of the marketing strategy, not yet formed. The aim of this work is to identify changes in image and marketing communications Russian commercial organizations. On this basis, we aim to formulate a series of recommendations for the companies in a similar economic and political situation in the future. As part of the solution to the problem and proof of the above thesis was carried out a two-stage study - case-study and expert interview with the representative areas of marketing, advertising and public relations.