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Balanovska Tetyana I. (National University of Life and Environmental Sciences of Ukraine), Gavrysh Oksana Mykolayivna (National University of Life and Environmental Sciences of Ukraine), Kraciuk Jakub (Warsaw University of Life Sciences - SGGW, Poland)
Marketing Strategies as a Part of Crisis Management of Enterprises
Zeszyty Naukowe SGGW w Warszawie. Problemy Rolnictwa Światowego, 2015, t. 15(30), z. 4, s. 5-16, rys., tab., bibliogr. 28 poz.
Scientific Journal Warsaw University of Life Sciences SGGW - Problems of Word Agriculture
Zarządzanie w kryzysie, Strategia marketingowa, Drzewa celów, Popyt, Ceny
Crisis management, Marketing strategy, Objectives trees, Demand, Prices
streszcz., summ.
The paper considers aspects of marketing strategy formation as a component of crisis management by an enterprise. It constructs a tree of objectives for the formation of a strategic set for crisis management by the enterprise. The algorithm of choice for marketing strategies for agricultural enterprises is developed. Finally, a methodical approach to determine efficiency of a marketing strategic set and calculate the extent of its performance for the purpose of defining measures for crisis management by the enterprise is offered. (original abstract)
Full text
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