engleski

BUSINESS CONTINUITY AND DISASTER RECOVERY AS A PART OF MARKETING CONCEPT

Abstract This paper explores certain aspects of possible conceptual relationship between concept of business continuity planning (BCP) with disaster recovery (DR) and uncontrollable factors of marketing macro environments. It provides an overview of fundamental marketing concept principles as well as BC/DR principles, and gives an outline of basic procedures necessary for their successful application within marketing concept in order to ensure uninterrupted functioning of an organization in case of environmental or human-related adverse influences. Given that the extent of assets allocated to BC/DP segment will largely be determined by business operation considerations, this paper elaborates marketing macro environment factors relevant to establishment of a functional BC/DR plan.

marketing concept, macro environment, business continuity, disaster recovery, security procedures

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