Implicaciones de las regulaciones legales de las comunicaciones de marketing en la Federación de Rusia

• Maksim G. Chardymskiy Russian State Social University https://orcid.org/0000-0003-0398-7894
• Mikhail V. Gundarin Russian State Social University https://orcid.org/0000-0002-7662-2880
• Irina Y. Ilina Russian State University of the Humanities, Moscow, Russia https://orcid.org/0000-0003-3697-7457
• Evgeniya E. Jukova University «Synergy», Moscow, Russia https://orcid.org/0000-0001-7556-2241
• Dmitrii A. Lomonosov Primorskaya State Academy of Agriculture, Ussuriysk, Russia. https://orcid.org/0000-0001-9818-6250

DOI: https://doi.org/10.46925//rdluz.34.04

Palabras clave: regulación legal de las comunicaciones de marketing, publicidad, ventas personales, métodos de promoción de ventas, relaciones públicas, comunicaciones integradas de marketing

Resumen

El objetivo de la investigación implementada es formar una comprensión de los conceptos básicos de la regulación legal de las comunicaciones de marketing en la Federación de Rusia, tanto entre los teóricos del derecho como entre los profesionales de negocios interesados en llevar a cabo actividades comerciales en un gran mercado ruso en desarrollo dinámico. Este artículo presenta los resultados del estudio del marco legal en el campo de las comunicaciones de marketing que se ha desarrollado en la Federación de Rusia con la transición del país a la economía de mercado. En el curso del estudio, los autores identificaron los actos legales regulatorios de la Federación de Rusia que regulan directa o indirectamente las comunicaciones de marketing, consideraron las principales normas legales en esta área e identificaron patrones generales de funcionamiento del marco legal ruso en el campo de las comunicaciones de marketing.

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