MARKETING SUPPORT FOR ANTI-CRISIS MANAGEMENT OF TRADE ENTERPRISES
Journal Title: Бізнес-навігатор - Year 2018, Vol 4, Issue 47
Abstract
The article is devoted to marketing support for anti-crisis management of trade enterprises. Based on studying the theory and practice of enterprise management amid the crisis, the author’s opinion regarding the essence and meaningfulness of the concept “marketing support for anti-crisis management of trade enterprise” is presented and the main provisions of the concept of its formation are substantiated. The corresponding reference model, which provides for the integration and prompt cooperation of elements of the anti-crisis management system and business environment, is developed that is a necessary condition for realizing market-oriented priorities and achieving strategic development goals in a context of uncertainty, as well as allows improving the efficiency of the anti-crisis management process.
Authors and Affiliations
N. B. Kaschena, H. L. Chmil
Keywords
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