The National Transport University Bulletin

Abstract

The article discusses the importance and necessity of developing an international product promotion strategy, its forms and types. The object of research is product promotion strategies. The goal of the work is to determine international strategies for product promotion and the peculiarities of its planning in the forms of international business. The research methods used are analytical and statistical methods. The tasks of product promotion in all important processes and types of activities for the enterprise are an essential condition for its effective functioning, with a defining role in the development of the promotion strategy, i.e. the part of the enterprise's strategy that creates a systematic approach to product implementation. Positive and negative features of international strategies are analyzed, and the main marketing technologies are identified. Possible difficulties in implementing the strategy are determined. Based on a more in-depth study of the fundamental scientific and theoretical foundations, a series of measures for selecting a product promotion strategy in modern economic conditions are proposed, taking into account possible factors and associated risks related to the internal and external environment. The results of the article can be used by domestic enterprises, regardless of the industry to which they belong.

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