ADDITIVE MARKETING POTENTIAL AS AN INSTRUMENT FOR DEFINING INVESTMENT PRIORITIES TO PRODUCTION MODERNIZATION (ILLUSTRATED BY OIL PROCESSING INDUSTRY)
The authors discuss the problems of Russian oil processing industry in order to assure market with up-to-date, pollution-free kinds of fuel. There is made a suggestion about priority of investing into production according to the developed authors’ methods for product market attractability identification based on additive marketing potential calculations.
Keywords: oil processing industry, effectiveness, modernization, ecology, market, investments, additive
marketing potential.
Irina K. Kiforenko, candidate of Economics, associate professor; Alevtina A. Prokhorenko, Doctor of Economics, Professor. - Samara State Technical University.