SPECIFICITY OF MARKETING MANAGEMENT OF ORGANIZATION IN CRISIS
Journal Title: Scientific Journal of the Military University of Land Forces - Year 2010, Vol 157, Issue 3
Abstract
The article presents selected problems of marketing management that are essential for managing an organization in a crisis. An attempt is made at systematizing activities serving to shape the readiness of an organization to take measures that improve the potential to counteract emergency states. Moreover, a process of marketing planning was related to the conditions of a crisis. The paper mainly focuses on the phase of a situation analysis and the formulation of objectives and a strategy. A number of significant circumstances for the marketing planning process in a crisis are indicated.
Authors and Affiliations
Milleniusz NOWAK
Keywords
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