Development of an anti-crisis marketing strategy

1. Marketing research. Marketing information system.
2. Market segmentation and definition of segment conditions. Classification and functions of markets. Positioning of goods (services) on the market. Brand management.
3. Development of a marketing mix: enterprise product strategy, pricing, product distribution system, incentive complex.
4. Auxiliary planning system. Marketing control system.
5. Organization of the marketing service at the enterprise.
6. Integrated marketing communications. Development of an advertising campaign.
7. Management accounting – control and evaluation of the enterprise’s performance.

The information is exclusive, presented in an accessible form without unnecessary text, there are many diagrams, tables and charts that simplify understanding of the topic.
The information can be used in practical activities, as well as by students when writing term papers and theses.