Marketing Support of the Anti-Crisis Management of an Agricultural Enterprise

Abstract

The article examines theoretical approaches to crisis management, summarizes the causes of crisis phenomena in agricultural enterprises, defines the main components of marketing support in the crisis management system to avoid the vulnerability of the enterprise to crisis phenomena and eliminate their consequences. The main methodological approaches, tasks and principles of marketing support are presented, related to the search for target markets, conducting marketing research, developing a competitive product, as well as organizing feedback with consumers, activating demand for the product. Marketing support of an agricultural enterprise in the anti-crisis management system is necessary, because without it the enterprise will not be able to function normally and use its resources productively and profitably.