MARKETING STRATEGIES IN ECONOMICAL CRISIS SITUATIONS
MARKETING STRATEGIES IN ECONOMICAL CRISIS SITUATIONS
Author(s): Oliver Constantin Pricop, Elena NiculescuSubject(s): Economy
Published by: Editura Universităţii Vasile Goldiş
Keywords: strategic selection criteria; sourcing strategy; product portfolio analysis; customer-oriented strategy; distribution system managed; horizontal distribution system; price war; type promotion pret-a-porter.
Summary/Abstract: In periods of crisis, strategy provides organization alertness and benchmarks necessary to cross successfully. Marketing strategies for the crisis must be considered in relation with business market dynamics and in concordance with the organization’s potential and the marketing mix components. Such a vehicle situated on a ramp, the organization should accelerate its efforts during this period, even if this means switching to a lower rung in terms of market share, of the complexity of the range of products, of major investment and of level of profitability.
Journal: Studia Universitatis Vasile Goldiş, Arad - Seria Ştiinţe Economice
- Issue Year: 19/2009
- Issue No: 2
- Page Range: 515-522
- Page Count: 8
- Language: Romanian