Compliance with Antitrust Laws at the Stage of Elaboration of Strategy of Product Promotion (Theoretical and Practical Aspects)

Abstract

The paper addresses the issues of necessity to consider antitrust restrictions at the stage of elaboration of strategy of product promotion. Potential damage arising from ignorance of legislation on protection of competition may negate the income received by using a marketing ploy, sequestering such income by way of turnover-based fine.

The authors of the paper, while analyzing modern marketing ploys, by the example of “package” proposals of products give practical recommendations for antitrust risks management.

The material herein is primarily intended for employees of commercial departments of economic entities, who are in charge of promotion and sales of products.