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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	S. Yu. Kuznetsov
Formato:	article
Lenguaje:	RU
Publicado:	Real Economics Publishing House 2014
Materias:	turnaround marketing strategy alignment marketing assets marketing investments marketing business intelligence multi-level strategy map organizational silos Risk in industry. Risk management HD61
Acceso en línea:	https://doaj.org/article/4a3a4892a437492bbe1747deb2a2b83e
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:4a3a4892a437492bbe1747deb2a2b83e
record_format	dspace
spelling	oai:doaj.org-article:4a3a4892a437492bbe1747deb2a2b83e2021-11-19T10:41:58ZANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP2618-947X2618-998410.17747/2078-8886-2011-3-86-94https://doaj.org/article/4a3a4892a437492bbe1747deb2a2b83e2014-11-01T00:00:00Zhttps://www.jsdrm.ru/jour/article/view/297https://doaj.org/toc/2618-947Xhttps://doaj.org/toc/2618-9984We 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).S. Yu. KuznetsovReal Economics Publishing House articleturnaround marketing strategyalignmentmarketing assetsmarketing investmentsmarketing business intelligencemulti-level strategy maporganizational silosRisk in industry. Risk managementHD61RU Strategičeskie Rešeniâ i Risk-Menedžment, Vol 0, Iss 3, Pp 86-94 (2014)
institution	DOAJ
collection	DOAJ
language	RU
topic	turnaround marketing strategy alignment marketing assets marketing investments marketing business intelligence multi-level strategy map organizational silos Risk in industry. Risk management HD61
spellingShingle	turnaround marketing strategy alignment marketing assets marketing investments marketing business intelligence multi-level strategy map organizational silos Risk in industry. Risk management HD61 S. Yu. Kuznetsov ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP
description	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).
format	article
author	S. Yu. Kuznetsov
author_facet	S. Yu. Kuznetsov
author_sort	S. Yu. Kuznetsov
title	ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP
title_short	ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP
title_full	ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP
title_fullStr	ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP
title_full_unstemmed	ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP
title_sort	anticrisis marketing strategy as company’s strategic map
publisher	Real Economics Publishing House
publishDate	2014
url	https://doaj.org/article/4a3a4892a437492bbe1747deb2a2b83e
work_keys_str_mv	AT syukuznetsov anticrisismarketingstrategyascompanysstrategicmap
_version_	1718420190416338944

ANTICRISIS MARKETING STRATEGY AS COMPANY’S STRATEGIC MAP

Ejemplares similares