The Place of Marketing Measures in the Anti-Crisis Management System

Abstract

The article conducts a study to determine the place of marketing in crisis management of the enterprise, established the role of the main aspects of crisis marketing in modern enterprises; mastered the mechanism of marketing anti-crisis management of enterprises, the purpose of which is to form a strategy for overcoming the crisis and eliminate the consequences of crisis phenomena. In the author's sense, crisis management should cover all subsystems of enterprise management: operational, technical, financial, and, especially, strategic, marketing, personnel. In the author's sense, crisis management should cover all subsystems of enterprise management: operational, technical, financial, and, especially, strategic, marketing, personnel. It is recognized that marketing in crisis management is not just one of the subsystems of the enterprise, but the basis that ensures the sustainability of all its other units. Anti-crisis marketing involves the prompt change of all components of marketing in accordance with changes in the environment, which helps to maintain maximum competitiveness of the company in market conditions. In the crisis of the organization or to prevent it, the same marketing tools are used as in stable conditions, but the goals and objectives of marketing activities change, which acquire new specific features, the main of which is the marketing anti-crisis program. The anti-crisis marketing program should ensure the production and sale of such goods that are in steady demand in the market and bring the company's main profit. The mechanism of anti-crisis marketing in the enterprise as a management system involves the presence of the object (crisis phenomena) and the subject of management, the formation of targeted management processes, subsystem monitoring environment and forecasting: determination of the stage, parameters, volumes and scales of the crisis phenomenon, development, implementation and control of anti-crisis strategies, etc.), choice of means and methods of management, creation of a clear system of adjustment and feedback. The end result of marketing anti-crisis management of the enterprise is the formation and implementation of marketing anti-crisis strategy.

Особливості Цифрового Маркетингу В Епоху Глобалізації: Аналіз Викликів

“…Such steps could not help but have an impact on business because, under the circumstances, the active transition to digital marketing was a logical consequential step of development. It is known (Bahorka, Kadyrus, & Yurchenko, 2021) that the growth rate of online advertising in 2020 compared to 2018 is 44.29%, which indicates the particular relevance of digital promotion tools. Among the reasons for this development, in addition to those mentioned earlier, it is also important to point out the globalization processes that have a direct impact on the figures.…”

Causes of Crises and Modern Problems of Marketing Management

“…Uncertainty always increases risk, leads to difficulties in assessing the situation, loss of flexibility and adaptability to a rapidly changing environment [1]. Thus, the sign of the suddenness of the crisis situation depends to a greater extent on the background restrictions of the environment, and the sign of the intensity of the development of the crisis situation -on the risks of economic activity.…”

Modern Approaches to the Implementation of a Marketing System for Anti-Crisis Management of Agricultural Enterprises

“…Uncertainty always increases risk, leads to difficulties in assessing the situation, loss of flexibility and adaptability to a rapidly changing environment (Bahorka, Pysarenko, Kadyrus, Yurchenko, 2022). Thus, the sign of the suddenness of a crisis situation depends to a greater extent on the background constraints of the external environment, and the sign of the intensity of the crisis situation depends on the risks of economic activity.…”