Симплификация маркетинга как результат адаптации компании к кризисной среде
Автор: Леонов Александр Иванович
Журнал: Вестник факультета управления СПбГЭУ @vfu-spgeu
Рубрика: Менеджмент и инновации: вопросы теории и практики
Статья в выпуске: 1-2, 2017 года.
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Несмотря на то, что гипотетическая потребность в маркетинге в кризис возрастает и подтверждается выводами практически всех исследователей, некоторые эмпирические наблюдения не соответствуют данному тезису. Результаты проведенного исследования выявили не только различие между «объективной» и «субъективной» потребностью в маркетинге, а также изменения в восприятии маркетинга и его возможностей руководителями исследованных компаний, но и некоторые причины, обусловливающие очевидную симплификацию и снижение роли маркетинга в ряде случаев. Акцент в данной дискуссии сделан на новые менеджерские приемы в управлении компанией, имеющие наиболее значимое влияние на содержание и качество маркетинговой деятельности в кризис.
Рыночное поведение компании, маркетинг и менеджмент в кризисной среде, симплификация маркетинга как новый тип стратегии
Короткий адрес: https://sciup.org/148319416
IDR: 148319416 | УДК: 339.138
Marketing performance simplification as a result of a company's adjustment to the crisis environment
Although theoretically and hypothetically the necessity of a company in marketing grows during a crisis, some empirical observations seem not to (necessarily) prove this conclusion. The results of a qualitative research of Russian enterprises show a difference between the "objective" and "subjective" necessity in marketing, a change in the perception of marketing and of its abilities during a crisis by CEOs of companies investigated, as well as some reasons explaining the obvious simplification and downgrade of marketing in cases investigated. The emphasis in this discussion has been made on new managerial tools having the most significant influence upon the content and quality of marketing performance during a crisis.
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