Marketing Public Relations in the Function of Market Operations in Crisis Situations

Kuzman, Boris and Prdić, Nedeljko and Puškarić, Anton (2022) Marketing Public Relations in the Function of Market Operations in Crisis Situations. In: II international scientific conference "Sustainable agriculture and rural development". Institute of Agricultural Economics, Belgrade, pp. 211-221. ISBN 978-86-6269-110-1

Text 5. Kuzman, Prdić, Puškarić - IEP zbornik 2022.pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (205kB)

Abstract

Crises are such situations when it is not possible to do business objectively. The crisis itself threatens the business of the marketplaces and, ultimately, their survival. An example of a serious crisis at the global level is the “COVID-19” pandemic, which basically made the functioning and work of the marketplaces impossible. Observing such a situation, the aim of this paper is to establish relations with consumers and the rest of the public through the communication link in the conditions of crisis with the help of public relations marketing. The results show that the identity and image of the markets are the main advantage of their business and survival in crisis situations. The conclusion is that it is necessary to make the general public and specific target groupsof importance interested for the work of markets based on marketing principles using modern information technologies and various types of personal communication with consumers.

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