ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP
https://doi.org/10.17747/2078-8886-2011-3-86-94
Abstract
We describe turnaround marketing strategy in the form of a strategic map with several levels of formalization (strategic planning, marketing policy through investment and asset management, marketing tools, marketing business intelligence, organizational structure). At the second level strategy map shows the marketing policy aimed at the reconstruction of old and/or acquisition of new marketing assets: marketing research assets, brand equity, customer loyalty, strategic pipeline partnerships – through effective marketing investments in the consumers (their selection, acquisition, retention, growth).
About the Author
S. Yu. KuznetsovRussian Federation
PhD in Economics, associate professor at the Economy and Crisis Management Department of the Federal State Educational Institution of Higher Professional Education
References
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Review
For citations:
Kuznetsov S.Yu. ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP. Strategic decisions and risk management. 2011;(3):86-94. (In Russ.) https://doi.org/10.17747/2078-8886-2011-3-86-94