Issue ? 39. August 2013

Instruments of complex marketing in crisis management

Graduate student, School of Public Administration, Lomonosov Moscow State University.
E-mail: mmott@yandex.ru

This article examines the key instruments of preventive, crisis and post-crisis marketing and its peculiarities on every stage of crisis management. It also proves the expediency of combination of complex marketing and crisis management instruments for business efficiency. Marketing and crisis management are two crucial elements of one integrated system with three multidirectional relative vectors (preventive, crisis, post crisis). Each of these vectors has its own specific instruments and peculiarities. This approach has complex and strategic character, is aimed at long-term relationships and is at the core of “3 Stitches” conception.

Keywords

Preventive marketing, crisis marketing, post-crisis marketing, buzz marketing, crisis management, branding, loyalty, public relations, advertisement/publicity, marketing information.