ANTI-CRISIS MARKETING AS A COMPONENT OF STRATEGIC MANAGEMENT

Object of research are features of anti-recessionary marketing as a component of strategic management. The main objective of a research consists in definition of crisis marketing response strategies which have to join in the strategy of management. General provisions of the management and marketing theories, research on issues of crisis management and the development of marketing strategies are methodological as well as theoretical basis of the research. Results. The article discussed in detail the concept of the crisis, its stage of development. Types of crisis management are obtained. The aims, objectives and instruments of crisis stage of marketing as a component of strategic management are defined. Application of results. Implementation of crisis marketing in strategic management in the process of further theoretical research, as well as the practical work on the preparation of anti-crisis marketing strategies of business entities. Conclusions. On the basis of the conducted research three types of crisis marketing strategies are allocated, which shall be included to general strategic enterprise management.