Record Details

The Role of Marketing Restructuring in a Company Crisis

International Journal of Economic Practices and Theories

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Field Value
 
Title The Role of Marketing Restructuring in a Company Crisis
 
Creator Dubrovski, Drago
 
Subject Marketing
crisis, marketing restructuring, recovery, renewal
M30
 
Description A company crisis can be defined as a short-term, undesired, unfavourable and critical state in the company (organization) which has derived from both internal and external causes and which directly endangers the further existence and growth of the company. In crisis not only short-term measures but also long-term vision and business directions must be prepared and implemented in order to be able to provide further existence and development. One of the most important area is marketing restructuring which represents a transition from the prior structural combination of programmes and markets to a new structure that must enable greater profitability and effectiveness of operations. In regard to such a restructuring, one must take into account the inter-linked relationship of the market (the chosen segment of customers) and of the programme (product, service), since, in principle, it is true that the identical programme of offer cannot be placed on the new market or the new programme in the prior market (segment). If the marketing restructuring is one of the most important restructuring area in the company in times of crisis it should be based upon marketing concept in order to follow the right direction of the renewal. However, empirical evidence from the author’s research has shown that companies in acute crisis pay surprisingly little attention to their marketing restructuring, even though in this case this is the most important area of reorganization. In the article some guidelines for the marketing restructuring for achieving the company renewal based on marketing knowledge and practice are presented.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2014-10-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/The_Role_of_Marketing_Restructuring_in_a_Company_Crisis
 
Source International Journal of Economic Practices and Theories; Vol 4, No 5 (2014): Special issue on Marketing and Business Development; 658-667
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/The_Role_of_Marketing_Restructuring_in_a_Company_Crisis/pdf_36