Strategic Importance of Marketing in Anti-crisis Management

• Autorzy: Janusz Klisinski , Yuliya Melnyk

Warianty tytułu

Strategiczne znaczenie marketingu w zarządzaniu antykryzysowym

• Języki publikacji: EN

Abstrakty

EN

The article analyzes the essence, functions and instruments of anti-crisis management highlighting the significance of marketing; compares use of marketing instruments according to the classification of crisis situations; validates the use of marketing anti-crisis decisions (strategies) on the different levels of anti-crisis management; determines development prospects of anti-crisis marketing as a modern concept of doing business. (original abstract)

W artykule zanalizowano istotę, funkcje i instrumenty zarządzania antykryzysowego, podkreślając znaczenie marketingu; porównano wykorzystanie instrumentów marketingowych zgodnie z klasyfikacją sytuacji kryzysowych; potwierdzono stosowanie marketingowych decyzji antykryzysowych (strategii) na różnych poziomach zarządzania antykryzysowego; określono perspektywy rozwoju marketingu antykryzysowego jako nowoczesnej koncepcji prowadzenia biznesu. (abstrakt oryginalny)

Słowa kluczowe

EN

Marketing; Crisis management; Anti-crisis actions

PL

Marketing; Zarządzanie kryzysowe; Działania antykryzysowe

• Czasopismo: Marketing i Rynek
• Rocznik: 2017
• Numer: nr 7 (CD)
• Strony: 468--480

Twórcy

autor

Janusz Klisinski

• University of Bielsko-Biala

autor

Yuliya Melnyk

• Sumy State University

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