National Interests: Priorities and Security
 

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Ensuring the economic security as part of corporate marketing

Vol. 15, Iss. 10, OCTOBER 2019

Received: 7 August 2019

Received in revised form: 26 August 2019

Accepted: 15 September 2019

Available online: 15 October 2019

Subject Heading: ECONOMIC SECURITY

JEL Classification: L10, L21, L66, M31

Pages: 1873–1889

https://doi.org/10.24891/ni.15.10.1873

Aleksandrova E.N. Kuban State University (KubSU), Krasnodar, Krasnodar Krai, Russian Federation
al-helen@mail.ru

https://orcid.org/0000-0003-2475-8433

Kaledina M.A. Kuban State University (KubSU), Krasnodar, Krasnodar Krai, Russian Federation
kaledina96@bk.ru

ORCID id: not available

Subject Illustrating the case of management in dairy production, the article discusses issues of ensuring the corporate economic security in terms of the strategic marketing concept.
Objectives The research represents a comprehensive analysis of corporate economic security, considering corporate marketing capabilities and tools and sectoral distinctions. The study substantiates the process of ensuring the corporate economic security in dairy production in terms of the strategic marketing concept.
Methods The article employs methods of analysis and generalization. Studying aspects arising from ensuring the corporate economic security as part of the marketing concept, we applied methods of logic analysis.
Results We investigated whether the feasibility and role of strategic marketing as part of corporate economic security in diary production, which implies the identification and assessment of real and possible threats inside and outside the enterprise. We substantiate the general process of ensuring the economic security in a model dairy production enterprise through strategic marketing, including a series of consecutive steps.
Conclusions and Relevance Used to ensure the corporate economic security in dairy production, marketing tools help identify threats caused by the market instability and undermining corporate operations in the market. The identification of such threats requires a set of marketing indicators and their thresholds, such as a relative market share, product market reach, competitiveness index, sales.

Keywords: corporate economic security, marketing tool, strategic marketing

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