Marketing Tools of Increase of Company's Competitiveness under Crisis Conditions

Bolotnaya Oksana V. ()
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Bolotnaya Oksana V.: V. N. Karazin Kharkiv National University

Business Inform, 2013, issue 5, 333_337

Abstract: The article provides analysis of modern methods of management of company competitiveness, directed at reduction of uninsured risks connected with changes in the market situation. The study is conducted in the context of allocation of the system of traditional tools of the anti-crisis marketing. Moreover, the emphasis is put on its correspondence with realities of the information (post-industrial) society and also economic conditions in Ukraine. The article considers principles of "partisan" marketing, efficiency of which increases, which is proved on the basis of critical consideration of correlation of economic potential and expenditures of advertising campaigns on TV, radio, in printed editions and Internet. It conducts analysis of marketing strategies, which are used by the most successful modern Ukrainian companies. The study of external environment of functioning of national subjects of economy allowed making a conclusion about domination, in the structure, of methods of increase of competitiveness (acquiring competitive advantages in the market) of shadow tools, in particular, the practice of making corruption deals.

Keywords: anti-crisis marketing; company competitiveness; marketing tools; economy; methods; competitiveness of a commodity (search for similar items in EconPapers)
Date: 2013
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