Organizations marketing management model in the context of contingencies

Abstract

The article examines the marketing management model of organizations in the context of contingencies. In today‘s ever-changing world, with the acceleration of globalization processes, the peculiarities of marketing management are constantly changing. Marketing management is based on planning and control, according to Survila and Valickas (2015), it is impossible to plan or prevent all contingencies, so the focus is on those threats and dangers that cause the most undesirable consequences. Business management in the face of a pandemic and the impact of COVID - 19 on the activities of organizations are currently a relevant object of research. The global COVID-19 pandemic has undoubtedly had a negative impact on the global economy, according to Johnstone-Louis, Kustin, Mayer, Stroehle, Wang (2020). The aim of the article is to analyze the marketing management of organizations in the context of contingencies, to create a marketing management model. The article uses such research methods as scientific literature analysis, comparative literature analysis, expert survey, case study.