ANTI-CRISIS MANAGEMENT MARKETING AS A BUSINESS DEVELOPMENT STRATEGY IN MODERN CONDITIONS

Abstract

The scientific work examines the analysis and application of management and marketing tools, their key role for the effective formation of business development strategies. The various components of effective crisis management are analyzed, including risk assessment, mitigation strategies, and post-crisis recovery plans. In the modern world, the tendency towards integration into the international economic space is becoming increasingly apparent. This is manifested in the close interdependence of production and international trade. Today, most goods enter the market through foreign trade or are produced from raw materials imported from abroad. The process of economic integration is ambiguous. Production efficiency increases due to deepening of specialization. The expansion of trade stimulated economic activity in many countries. In the conditions of a market economy, business operation without the use of management and marketing tools will be ineffective. The philosophy of marketing management is identified with consumer orientation. The main idea of which is the understanding that any organization must put the needs and desires of customers at the center of its marketing decisions. Customer focus includes understanding and analyzing their needs, creating value for customers, establishing long-term relationships and meeting their expectations. In general, marketing management consists in creating a basic set of tasks for improving the work of the marketing department, developing strategies, analyzing efficiency, and allocating the budget. Effective crisis management coupled with strategic recovery initiatives are imperative to reviving business performance.