Schepakin M.B., Gubin V.A., Khandamova E.F.Published in:
Creative Economy
– Volume 13, Number 5 (May 2019)

JEL classification: M11, M21, M31

Keywords: a priori instability, anti-crisis component, behavioral modulation, enterprise competitive position management model, market actors, marketing adaptation, marketing behavioral modulator, unstable economy


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Abstract:

The marketing and behavioral reasons for the formation of unstable (crisis) conditions of the market functioning are determined. The need for modulating regulatory impacts on the part of the state in the conditions of aggravation of contradictions within society and business is indicated. The interrelation of market pressure and increasing marketing simulation is established. The economic nature of marketing behavioral modulator is revealed. The idea of anti-crisis component of the enterprise as a tool of marketing adaptation of the enterprise to market challenges and changing requirements of the state, business, society and consumers is expanded. The model of marketing management of competitive position of the enterprise by means of activation of its anti-crisis component is developed.

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