MARKETING ACTIVITIES TO INCREASE COMPANIES' REVENUES

The problem with falling sales in times of recessions draws the attention of researchers who look for marketing opportunities to overcome it, or compensate for the fall. Activities are oriented either towards more efficient use of internal company resources, or towards more active marketing involvement in the company's business through utilization of opportunities arising from changes in the environment. The ability to increase revenues in times of crisis through traditional marketing techniques is a subject to questions. It is necessary to rethink the marketing approaches and re-balance marketing resources in order to implement the updated marketing strategy by focusing on reducing risks and increasing sales. The main idea of this report focuses on the representation of real approaches to increase the revenues based on flexible marketing solutions. The study aims to establish the major marketing activities that are implemented by companies in order to overcome the drop in sales and/or to compensate for those; also studied are specific business practices to increase revenue. The research focus falls on investigating the opportunities to increase the companies' revenue through the use of transfer effects of cross-selling, adding marketing channels, improving the user overall experience, updating the product range, generating additional services/sales, implementing flexible marketing tools and taking a full advantage of marketing event territory. The active use of all the tools in the marketing toolbox will ensure a more accurate customer targeting and result in better market positioning off and online. Special attention is given to the role of information in revenue management for companies in the current conditions.