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effective marketing communications of tobacco brands under hard restrictions: myth or reality

Author

Listed:
  • Natalia I. Ivashkova

    (Plekhanov Russian University of Economics)

  • Victoria.Ð .Petracheva

    (British American Tobacco Russia)

Abstract

The problem of building effective marketing communication strategy for the companies doing their business under advertising restrictions discussed in the article. The authors consider the topic of tobacco brands communication tools usage in conditions of strictly prohibited cigarette promotion, and prove the necessity of being socially responsible company while operating in Russian tobacco market.

Suggested Citation

  • Natalia I. Ivashkova & Victoria.Ð .Petracheva, 2020. "effective marketing communications of tobacco brands under hard restrictions: myth or reality," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 1, February.
    • Handle: RePEc:mmb:journl:articl_v1_4_20
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    File URL: http://www.marketing-mba.ru/article/v1_20/Ivashkova.pdf
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    Keywords

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    JEL classification:

    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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