Making marketing decisions in an unstable economic environment

Abstract

The chapter presents an analysis of current features and difficulties in developing and making marketing decisions in the framework of enterprise management in unstable economic conditions. To a large extent, these difficulties are related to the transition of Russian socioeconomic systems from a tradi-tional development model to a transformational one. Socioeconomic trans-formations are accompanied by crisis phenomena and processes in which enterprises are developing. Their effective functioning in the interests of economic growth requires the introduction and further development of marketing systems based on the principle of mutual improvement of the economic entity, the consumer and the external market agent, that is, the creation of anti-crisis marketing. The purpose of the study is to determine the specifics of making integrated marketing decisions and their nuances in the modern economic space. The main result of the study is to identify the impact of a difficult period in the functioning and development of the national economy on the transformation of marketing activities in enterprises. It is concluded that it is necessary to create a model for making anti-crisis marketing decisions, which will be characterized by its nonstandard nature, will be aimed at taking comprehensive, necessary measures and evaluating their effectiveness, taking into account both the short-and long-term prospects for the development of the system.