Augmented Reality as Marketing Strategy in the Global Competition

  • Marina V. VilkinaEmail author
  • Olga V. Klimovets
Conference paper
Part of the Lecture Notes in Networks and Systems book series (LNNS, volume 91)


One of the promising developments in the field of mobile technologies is augmented reality technology. It is a technology of superimposing information in the form of text, graphics, audio and other virtual objects on real objects in real time. Interaction of computing devices with a picture of the real world distinguishes augmented reality from virtual reality. Augmented reality has significant potential to expand and support business efforts in promoting its products, as well as in increasing the competitiveness of manufactured goods and services. Marketing services companies can use augmented reality to provide contextual links between their offer to consumers, online resources and points of sale.


International business Marketing Competitiveness Outsourcing Transnational corporations Augmented reality Technologies World economy 

JEL Code

E24 F22 J24 P51 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Russian Presidential Academy of National Economy and Public AdministrationMoscowRussia
  2. 2.Academy of Marketing and Social Information Technologies – IMSITKrasnodarRussia

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