CONSTRUCTIVE AND DESTRUCTIVE FUNCTIONS OF CONFLICT IN MARKETING ACTIVITIES

Т. В. Крюкова, В. Э. Мамедова

Abstract


In modern market conditions of economic development, which is characterized by a constant competition between economic agents, one of the most important factors determining the development of a commercial organization, it becomes a marketing activity. The goal of marketing activities is to influence and stimulate sales, expansion of sales volume, market share and profits. However, the marketing activities of the organization often leads to conflicts with actors outside and inside the organization. The relevance of the study lies in the fact that today's marketing activities are performed by almost every commercial organization with the purpose of increasing the profits of the enterprise. Due to natural causes each of them have their difficulties and conflicts in the course of their activities. These conflicts can have different effects on the organization, both constructive and destructive. In this article the existing methods of management of external and internal conflicts in the organization. The types of conflicts, identified methods of their management and the functions that they perform in the marketing activities of the organisation: positive and negative depending on the situation. How will be organized the management of which method will be selected as dominant, will depend on the outcome and implications for all parties to the conflict and the organization itself.

Keywords


conflict management; konfiiktmanagement; marketing activity; organization

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