ANTI-CRISIS MARKETING: EFFECTIVE STRATEGIES IN TIMES OF ECONOMIC INSTABILITY
Abstract
The purpose of the article is to study the specifics of anti-crisis marketing in conditions of economic instability and identify effective strategic approaches that ensure the preservation of market positions and increase the competitiveness of enterprises in crisis situations. The methodological basis of the study is formed on the synthesis of the system-functional approach, institutional-evolutionary analysis and methods of comparative strategic diagnostics. The tools of content analysis of scientific sources and regulatory documents, as well as the method of comparative identification of relevant anti-crisis marketing strategies, were used. A structural-logical study of adaptive scenarios of marketing behavior of enterprises in conditions of economic turbulence was conducted. Deductive extrapolation methods were applied to assess the prospects for the implementation of anti-crisis practices in the transformational environment of the post-crisis economy. The article explores the transformational potential of anti-crisis marketing as a tool for strategic stabilization of business entities in conditions of extreme turbulence of the macroeconomic environment. Paradigmatic changes in the functioning of marketing systems are revealed, caused by the systemic destruction of consumer patterns and the variability of market behavioral models in conditions of economic instability. A set of adaptive and resynchronizing marketing strategies is determined, capable of ensuring the institutional resilience of enterprises and preventive neutralization of the risks of commercial entropy. The feasibility of incorporating high-frequency analytics and anticipatory value constructs into the strategic planning of marketing activities is investigated. The conceptual principles of integrating anti-crisis technologies into the strategic information circuit of the enterprise as dominants of preserving market identity and ensuring operational adaptability are substantiated. The need to identify effective countercyclical approaches to marketing activities within the framework of multifactor economic volatility is proven.
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