Application of marketing under sanctions

Sanctions implemented by the government often do not produce the expected effect. Using sanctions marketing, companies avoid established restrictions by using legal tools or breaking the law. When considering the mechanism of sanctions marketing, it is possible to identify the main areas of this strategy: “black” or “gray” imports, localization, etc. On the other hand, sanctions marketing cannot be fully theorized, since each case of applying sanctions is individual. From practical examples, it can be concluded that sanctions can not only damage the authorized company, but also can even bring benefits, or not affect the market as a whole and the company in particular. Thus, the effectiveness of sanctions from the state's perspective is put under the question.