Abstract
The study is aimed at analyzing the conceptual framework of the crisis and the crisis conditions for the functioning of small businesses and justifying the need to improve the marketing strategy of the enterprise, taking into account risk factors and risk management tools. The main hypothesis is the influence of external and internal crisis factors on the financial condition of the enterprise. To reduce the impact of crisis factors on the activities of small enterprises, it is proposed to modernize the 7 P marketing model by introducing the 8th management factor — management risk.
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