Warianty tytułu
Strategiczne znaczenie marketingu w zarządzaniu antykryzysowym
Języki publikacji
Abstrakty
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)
Twórcy
Bibliografia
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171478113