UPDATING INTERNATIONAL MARKETING STRATEGIES FOR RUSSIAN COMPANIES

Abstract

Introduction. The article focuses on the fact that in the current period, character- ized by unprecedented pressure on the Russian economy, it is extremely important for compa- nies involved in activity in foreign markets to develop adaptive marketing strategies and coordi- nate their actions according to the situation in foreign markets of interest to them. Materials and methods. The article analyzes the points of view presented in the specialized literature on the essence of international marketing and strategies implemented by companies in foreign markets. An analytical review of the difficulties in the relationship between Russian companies and other businesses due to the ongoing sanctions pressure is also given. The methods of information search, its logical construction, graphical method, data analysis and synthesis are used. Research results. It is demonstrated that companies can rely on one of three basic options for conceptual solutions in foreign markets, namely: an approach in the conceptual disclosure of which the idea of expanding the national market is realized; an approach based ideologically on the approach of taking into account the characteristics of multinational markets; an approach based on a global approach. In the current situation, solutions that allow you to diversify routes and hedge possible risks are in demand. Discussion and conclusion. It is clarified that any solutions are in demand that allow Russian companies to remain successful in a highly turbulent environment and sub- ject to political influences and the economic conflicts that follow them, namely, to adapt, diver- sify their business, look for new partners and explore new markets. Under these conditions, among the marketing strategies most in demand in the current situation is a diversified, adapta- tion-oriented approach in different foreign markets, that is, it represents a polycentric approach based on the analysis of markets of presence, the search for partners and deep penetration through product adaptation and related communications.