ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP
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 s...
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| Formato: | article |
| Lenguaje: | RU |
| Publicado: |
Real Economics Publishing House
2014
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/4a3a4892a437492bbe1747deb2a2b83e |
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| Sumario: | 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). |
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