Marketing Tools in Crisis Management

It is noted that in the period of crisis processes at the enterprise much attention is paid to marketing research as a means of diagnosing market opportunities and positions of the enterprise, its strengths and weaknesses, as well as research of opportunities and threats from the market. The purpose of the study is to identify the main tools of preventive, crisis and post-crisis marketing in a changing environment. The methodological basis of the study are the scientific works of classics of economics, works and publications of leading scientists and specialists who study marketing as a means of diagnosing market opportunities and positions of the enterprise and the problems of crisis management, combining theoretical and scientific methods: analysis, synthesis, theoretical and logical generalization. It is noted that the purpose of marketing in crisis management – to ensure the production and sale of such goods that are most in demand in the market and bring the company the main profit. The task of marketing is a comprehensive study of the market, assessment of demand and unmet needs, development of marketing strategy and a set of marketing tools (product, price, distribution channels, communications) for its implementation. It is substantiated that the concept of preventive marketing involves the use of special tools even during the stable development and operation of the enterprise. The concept of preventive marketing involves the use of special tools even during the stable development and operation of the enterprise. The main tools of preventive marketing are brand, loyalty, public relations (PR), anti-crisis plan. It is noted that all tools of preventive marketing are based on marketing information. It is determined that marketing tools during the crisis (crisis marketing) largely coincide with those used in the preventive stage, but during the economic downturn, traditional advertising gives way to new technologies, social networks, viral marketing, rebranding and online advertising, growing the role of traditional direct marketing tools. Post-crisis marketing continues to use the tools of preventive and crisis marketing, while adapting them to the new market situation, it aims to implement measures to restore stable and long-term activities, uses innovative programs, and emphasizes strategies for growth and decentralization.