+7 495 989 9610, 9am6pm (GMT+3), Monday – Friday
ИД «Финансы и кредит»

JOURNALS

  

FOR AUTHORS

  

SUBSCRIBE

    
National Interests: Priorities and Security
 

Modifying the marketing strategy in the time of ‘the Great Depression’ as a factor of the economic security

Vol. 17, Iss. 2, FEBRUARY 2021

Received: 29 October 2020

Received in revised form: 16 November 2020

Accepted: 3 December 2020

Available online: 14 February 2021

Subject Heading: ECONOMIC SECURITY

JEL Classification: B22, G32, L22, M30, M31

Pages: 316–336

https://doi.org/10.24891/ni.17.2.316

Sergei B. ZAINULLIN Peoples' Friendship University of Russia (RUDN University), Moscow, Russian Federation
law_union@mail.ru

https://orcid.org/0000-0001-9818-4706

Ol'ga A. ZAINULLINA Moscow University for Industry and Finance Synergy (Synergy University), Moscow, Russian Federation
korotkova.oa@mail.ru

https://orcid.org/0000-0003-0701-6913

Subject. The 2020 economic crisis turned to be a global threat to the economic security of some corporations, industries and markets.
Objectives. We evaluate the current situation when corporations are taking dip during the crisis. We also analyze new opportunities for them, examine possible modifications of the marketing strategy.
Methods. The study is based on the dialectical method, a combination of historic and logic unity, structural analysis, traditional techniques for analysis and synthesis.
Results. We carried out the comparative analysis of industries which happened to be the most crisis-hit. The article also provides a review of markets that demonstrate the potential for growth. We examined marketing communication mechanisms, which may modify the marketing strategy provided they are applied in a new manner and combined with digital technology.
Conclusions and Relevance. The economic crisis considerably undermined the performance of certain industries. However, it revealed some important tendencies, with the timely implementation of digital technologies being the main one. The latter underlie e?commerce, which has plummeted during the crisis and will definitely continue to grow after the crisis. Digital technologies are a cornerstone for crisis management activities for the overwhelming majority of crisis-hit industries, which are trying to avoid probable bankruptcy brought by the crisis.

Keywords: economic crisis, crisis-hit industries, marketing strategy, marketing communications, digital technology

References:

  1. Maslow A. Motivatsiya i lichnost' [Motivation and Personality]. St. Petersburg, Piter Publ., 2019, 352 p.
  2. Volk A.D. [Promotion of goods and services during the COVID-19 pandemic]. Molodoi uchenyi = Young Scientist, 2020, no. 24, pp. 162–166. URL: Link (In Russ.)
  3. Razumovskaya A.L. PRO dvizhenie. Tekhnologii dlya effektivnogo prodvizheniya uslug: monografiya [PRO activity. Technologies for effective promotion of services: a monograph]. St. Petersburg, Piter Publ., 2019, 320 p.
  4. Romanova E.V., Dvigubskii A.V. [Chatbots as an element of management system]. Khronoekonomika = Hronoeconomics, 2019, no. 7, pp. 94–99. (In Russ.) URL: Link
  5. Smyslova L.V. [Chatbot as a modern means of online communications]. Molodoi uchenyi = Young Scientist, 2018, no. 9, pp. 36–39. URL: Link (In Russ.)
  6. Artamonova O.V. [The relevance of using digital tools in promoting a product in the modern market]. Molodoi uchenyi = Young Scientist, 2017, no. 10, pp. 184–187. URL: Link (In Russ.)
  7. Kotler F., Armstrong G., Wong V., Saunders J. Osnovy marketinga [Principles of Marketing]. Moscow, Vil'yams Publ., 2017, 752 p.

View all articles of issue

 

ISSN 2311-875X (Online)
ISSN 2073-2872 (Print)

Journal current issue

Vol. 17, Iss. 2
February 2021

Archive