POSLOVANJE PIJACA U KRIZNIM SITUACIJAMA SA POSEBNIM OSVRTOM NA KOMUNIKACIJU SA POTROŠAČIMA I JAVNOŠĆU
MARKETPLACE OPERATIONS IN CRISIS SITUATIONS WITH SPECIAL REFERENCE TO COMMUNICATION WITH CONSUMERS AND THE PUBLIC

Summary/Abstract: Crises are situations in which the operations of marketplaces as traditional institutions come under objectively unexpected circumstances. The latest crisis caused by the Covid-19 pandemic is the main subject of research. The goal is to define the strategy of market relations with consumers based on theoretical, empirical and research results. The conducted research is based on the application of special knowledge methods and marketing research methods. Research results show that even in crisis situations, marketplaces are one of the most important sales and marketing channels for supplying consumers. Research shows that crises have a very bad effect on the business of marketplaces and that good communication with consumers and the rest of the public is the only way to preserve the economic position of marketplaces. The presented research creates a reliable basis for drawing conclusions that integrated and intensive marketing communication can establish good relations with consumers and the rest of the public, which will enable the realization of the economic and communication interests of the market in crisis situations.

• Details
• Contents