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%T Товарная политика в маркетинге %A Kaluzhsky, Mikhail %P 6 %D 2015 %K product strategy; industrial marketing; consumer marketing %> https://nbn-resolving.org/urn:nbn:de:0168-ssoar-430822 %X The article discusses the features of product policy in marketing. The author analyzes the objectives, functions and structural elements of product policy as a tool to promote the products in the consumer market. Particular attention is paid to the practical implementation of product policy in the Russian context. %C RUS %C Omsk %G ru %9 Arbeitspapier %W GESIS - http://www.gesis.org %~ SSOAR - http://www.ssoar.info