Abstract
The work examines various aspects of the implementation of a product marketing strategy, which firms consider as a tool for competitive promotion. A clear apparatus is outlined that shows the modern features of the mechanism for implementing the company’s product strategy in the confectionery market. The main elements of competitive rivalry that shape approaches to developing a product strategy for an economic entity in modern conditions are characterized in detail. Measures are proposed that determine the prospects for the development of the mechanism for implementing the product strategy.
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