استخدام أسلوب الإدارة البديلة أو إدارة الظل في مواجهة الأزمة التسويقية بحث تطبيقي في شركة أمنية لتسويق أجهزة الاتصالات الثابتة والمحمولة

Abstract

Focused research problem in the lack of marketing in the company in question to the competent human resources and effective as the ideas and theses managers successive individuals and those working below the level of ambition, as well as the absence of clear signals predicted the existence of an integrated marketing plan that can elevate the company to refineries competitors despite provide a budget to be good for this device, and stems the importance of research by the desire to know the points of the crisis and which have prevented the Company access to the space of free competition and work on finding appropriate solutions, as well as the ability to configure your marketing to a new on achieving compatibility and coherence between him and the management of contemporary or the prevailing "shadow management", As for the objectives of the research was the adoption of the concept of modern management concepts in the face of contemporary crises faced by Organization (Department of shade) and highlight the strategic role of marketing and in particular from both sides:oDistribution (product, service) and the right way.opromotion and advertising using various promotional methods such as information, pictures, posters and more.The study found a range of positive results was the recommendations are as follows:1) the use of alternative governance or management of companies in the shadows in crisis marketing sharp and characterized by a partial delegation of authority and decentralized management and marketing management fully independent for the management of the center.2) focus on the distributional and promotional policy as another option to get out of the crisis faced by companies and rely on expanding the geographic reach of point of sale and provide ongoing support and appropriate for the main selling points and secondary schools.3) correct use of alternative governance institutions in the non-for-profit organization as a means of achieving non-material, and is also valid to use this method in the institutions-for-profit, but the crisis of low-impact marketing.4) the need to understand the sources and reasons for the crisis facing the companies as the correct scientific and diagnostic variables before proceeding with development of the marketing plan well in advance.