COMPANY PRODUCT PROMOTION STRATEGY ON MARKETPLACES

The modern e-commerce market is characterized by an increasing number of online buyers and increased competition on marketplaces. The purpose of the article is to study the current problems of developing effective product promotion strategies in these conditions. The author suggests his own definition of the product promotion strategy on marketplaces, emphasizing the importance of an integrated approach to product promotion. The stages of strategy development are considered in detail, starting with the analysis of the market situation and ending with the evaluation of the results. Special attention is paid to free and paid promotion tools, as well as four basic promotion strategies: “Getting to the TOP”, “Keeping the card at the top”, “Selling leftovers” and “Product demand test”. The peculiarity of the work is to expand the scientific and methodological base of the processes of forming a strategy for promoting the company’s products on marketplaces. The findings are valuable for representatives of small and medium-sized businesses, marketers and researchers of the e-commerce market, providing an instrumental approach to the effective management of the sale of goods on marketplaces.