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

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.

Descargas

La descarga de datos todavía no está disponible.

Biografía del autor/a

Maksim G. Chardymskiy , Russian State Social University

Profesor asociado de la Facultad de Gestión Comunicativa, Universidad Social Estatal de Rusia, Moscú, Rusia

Mikhail V. Gundarin , Russian State Social University

Profesor asociado de la Facultad de Gestión Comunicativa, Universidad Social Estatal de Rusia, Moscú, Rusia.

Irina Y. Ilina , Russian State University of the Humanities, Moscow, Russia

Profesor del Departamento de Desarrollo Organizacional de la Universidad Estatal de Humanidades de Rusia, Moscú, Rusia.

Evgeniya E. Jukova , University «Synergy», Moscow, Russia

Profesor asociado, jefe del Departamento de Marketing, Universidad «Synergy», Moscú, Rusia

Dmitrii A. Lomonosov , Primorskaya State Academy of Agriculture, Ussuriysk, Russia.

Profesor asociado del Departamento de Equipos de Ingeniería de Empresas Agroindustriales, Academia Estatal de Agricultura de Primorskaya, Ussuriysk, Rusia.

Citas

Chardymskiy, M. (2014). Legal aspects of Internet marketing in Russia // Practical marketing. 2014. №. 4. P. 10-13.

Golubkova, E.N. (2020). Integrated marketing communications. 3rd ed., rev. and exp. M.: Yurayt, 2020. 363 p. URL: https://urait.ru/bcode/450157.

Kotler, P., Keller, K.L. (2011). Marketing Management. 14th edition. Upper Saddle River (NJ). Prentice Hall. 2011. 812 p.

Marketing Communications / Under the general ed. of O.N. Romanenkova. M.: Urait, 2016. 456 p.

Muzykant, V.L. (2020). The Essentials of Integrated Communications: Theory and Modern Practics: in 2 Parts. Part 1: Strategies, Effective Branding. M.: Urait, 2020. 352 p. URL: https://urait.ru/bcode/451340.

Civil Code of the Russian Federation. (Part I) № 51-FZ of November 30, 1994 (as amended by Civil Code of the Russian Federation. (Part I) № 211-FZ of June 11, 2021).

Civil Code of the Russian Federation. (Part II) № 14-FZ of January 26, 1996 (as amended by Civil Code of the Russian Federation. (Part II) № 33-FZ of March 9, 2021).

Civil Code of the Russian Federation. (Part IV) № 230-FZ of December 18, 2006 (as amended by Civil Code of the Russian Federation. (Part IV) № 213-FZ of June 11, 2021).

Constitution of the Russian Federation of December 12, 1993 (as amended by Federal Constitutional Law № 1-FKZ of March 14, 2020).

Decree № 1838 of November 16, 2020 «On Approval of Regulation on State Supervision of Advertising of the Government of the Russian Federation».

Decree of the President of the Russian Federation № 161 of February 17, 1995 «On Guarantees of the Right of Citizens to Health Protection when Advertising is Distributed» (as amended by Decree of the President of the Russian Federation № 533 of April 23, 2007 «On Guarantees of the Right of Citizens to Health Protection when Advertising is Distributed»).

Federal Law № 38-FZ of March 13, 2006 «On Advertising» (as amended by Federal Law № 150-FZ of May 26, 2021 «On Advertising»).

Federal Law № 53-FZ of June 1, 2005 «On the State Language of the Russian Federation» (as amended by Federal Law № 101-FZ of May 1, 2014 « On the State Language of the Russian Federation »).

Federal Law № 126-FZ of July 7, 2003 «On Communications» (as amended by Federal Law № 535-FZ of December 30, 2020 «On Communications»).

Federal Law № 135-FZ of August 11, 1995 «On Charitable Activities and Volunteerism» (as amended by Federal Law № 113-FZ of April 7, 2020 «On Charitable Activities and Volunteerism»).

Federal Law № 152-FZ of July 27, 2006 «On Personal Data» (as amended by Federal Law № 205-FZ of July 23, 2013 «On Personal Data»).

Federal Law № 381-FZ of December 28, 2009 «On the Basic Principles of State Regulation of Trading Activities in the Russian Federation» (as amended by Federal Law № 488-FZ of December 25, 2018 «On the Basic Principles of State Regulation of Trading Activities in the Russian Federation»).

Federal Law № 436-FZ of December 29, 2010 «On the Protection of Children from Information Harmful to their Health and Development» (as amended by Federal Law № 264-FZ of July 1, 2021 «On the Protection of Children from Information Harmful to their Health and Development»).

ICC International Code of Direct Sales (2007 Edition).

Law of the Russian Federation № 2124-1 of December 27, 1991 «On Mass Media» (as amended by Law of the Russian Federation № 290-FZ of July 1, 2021 «On Mass Media»).

Law of the Russian Federation № 2300-1 of February 7, 1992 «On Protection of Consumer Rights» (as amended by Law of the Russian Federation
№ 160-FZ of December 22, 2020 «On Protection of Consumer Rights»).

Order of the Government of the Russian Federation № 1922 of November 24, 2020 «About Approval of Rules of Consideration by Antimonopoly Authority of the Proceedings Initiated on Signs of Violation of the Law of the Russian Federation about Advertising».

Resolution of the Government of the Russian Federation № 339 of June 2, 2007 «On Approval of the Provision for Holding International Exhibitions of Samples of Defense Products in the Territory of the Russian Federation and Participation of Russian Organizations in Such Exhibitions at Territories of Foreign States» (as amended by Resolution of the Government of the Russian Federation № 1150 of December 12, 2013 «On Approval of the Provision for Holding International Exhibitions of Samples of Defense Products in the Territory of the Russian Federation and Participation of Russian Organizations in Such Exhibitions at Territories of Foreign States»).

Resolution of the Government of the Russian Federation № 1575 of December 27, 1996 «On Approval of Rules to Ensure the Availability of Information in Russian on the Imported Food Items into the Territory of the Russian Federation» (as amended by Resolution of the Government of the Russian Federation № 295 of April 16, 2001 «On Approval of Rules to Ensure the Availability of Information in Russian on the Imported Food Items into the Territory of the Russian Federation»).

Resolution of the Government of the Russian Federation № 1037 of August 15, 1997 «On Measures to Ensure the Availability of Information in Russian on the Imported Non-food Items into the Territory of the Russian Federation».

The Code of Standards for Advertising adopted by the Russian Association of Advertising Agencies of January 21, 1992.

The Consolidated ICC Code of Advertising and Marketing Communication Practice (2006 Edition).

The Customary Laws and Rules of Business Advertising Practices in the Territory of the Russian Federation adopted by the Public Advertising Council of September 27, 1996 (as amended by the Customary Laws and Rules of Business Advertising Practices in the territory of the Russian Federation adopted by the Public Advertising Council of June 17, 1999).

The Russian Code of Professional and Ethical Principles in the Field of Public Relations Adopted by the Russian Public Relations Association of September 26, 2001.
Publicado
2021-08-30
Cómo citar
Chardymskiy , M. G., Gundarin , M. V., Ilina , I. Y., Jukova , E. E., & Lomonosov , D. A. (2021). Implicaciones de las regulaciones legales de las comunicaciones de marketing en la Federación de Rusia. Revista De La Universidad Del Zulia, 12(34), 45-59. https://doi.org/10.46925//rdluz.34.04