MANAGEMENT OF ANTI-CRISIS MARKETING BEHAVIOR OF THE SUBJECT IN CONDITIONS OF CHOOSING SOCIAL VECTOR OF DEVELOPMENT

The interrelation of marketing behavior of subjects and their elements with their internal state is indicated. The influence of a changing external environment and crisis processes in unstable economy on the changes that should accompany strengthening of the competitive positions of business and government in the emerging market is indicated. It is stated that the instability of the internal state of the subjects and their staff is accompanied by the low motivation for innovative transformations and efficient labor due to the growing contradictions in the socio-economic life. Marketing behavior is a problem area of changing motivational and resource states of business structures in conditions of economic instability. The influence of the communicative modality on volatility of marketing behavior is indicated. The economic nature of marketing regression as a protective mechanism of marketing adaptation to emerging market threats is revealed. The tool for managing the economic growth of business in building their marketing behavior has been proposed. It has been suggested to introduce into the scientific circulation the ideas about social and motivational dominators capable to shape the anti-crisis marketing behavior of the subjects, taking into account the internal changes of their states (and their elements). The social dominator is an element of the socio-economic system, which shows an advantage of changing from the traditional development to socially-oriented development, taking into account the interests and needs of societies and individuals. The motivational dominator determines the vector of marketing and other behavior of the subject and its elements in relation to the motivations for the use of resources, the embodiment of a particular nature of their adaptive inclusion into the chain of creating consumer value for the sake of obtaining benefits by the parties to the relationship. The results of expert assessments of duality in the marketing behavior of subjects when selecting actions to strengthen their positions in the market were obtained. A model for managing the anti-crisis marketing behavior of a subject in the context of choosing the social vector of development in unstable economy is proposed