Understanding the Effective Role of Change and Crisis Management Within Contemporary Marketing
2024
Ilić, Dragan | Jovičić, Dragoljub
This paper investigates the critical role of change and crisis management in the field of marketing, shedding light on both theoretical frameworks and practical applications. The theoretical part provides an overview of change and crisis management, emphasizing their significance in navigating the dynamic marketing landscape. Recent findings underscore the need for marketers to embrace agility and stay abreast of technological advancements. The practical application is demonstrated through a case study of Pars Electric, a consumer electronics giant that faced a substantial marketing crisis due to a safety-related product recall. The crisis demanded an immediate response from the marketing team, highlighting the integration of theoretical concepts into real-world scenarios. Pars Electric's transparent communication strategy, aligned with established crisis management theories, serves as a compelling example of effective crisis resolution in the marketing domain. This paper aims to contribute to the understanding of effective change and crisis management in marketing, providing insights for marketers and businesses to navigate challenges, adapt strategies, and safeguard brand reputation in an ever-evolving marketplace.is still the industry's largest application.
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Издатель FIMEK; Educational and Business Center for Development of Human Resources, Management and Sustainable Development, Novi Sad (Serbia)
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