| Description |
1 online resource (xvi, 176 pages) : illustrations |
| Contents |
The Consumers' Perspective -- The Consumer Response: Combining Hopefulness with Hopelessness -- Social Media: Giving a Voice Back to the People -- Hope is Not Enough: Some Guiding Principles for Marketing through Turbulent Times -- Marketing through Turbulent Times: Growth through Excellent Execution -- Pushing Product-Market Boundaries: What is a Market? -- Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets -- Generating Growth : The Risks -- Generating Growth : The Benefits of Being First -- Where do Ideas Come from and how to Manage Ideas from Within the Organization |
| Summary |
"At some time in the future the recession will end. But what will happen then? How will customers respond to organizations that mistreated them in the past? What can organizations do now? Marketing Through Turbulent Times addresses these questions by tying together four themes: democracy, economic recession, individual depression and customer-centred strategies. Written for decision makers who want to ensure that their marketing strategies are not only relevant for today's difficult environment but will also provide a solid foundation for future growth, this book is an invaluable resource for anyone making strategic marketing decisions. Marketing Through Turbulent Times is a common sense, accessible book about marketing that provides a range of tools, principles and approaches for managers wanting to fine tune their current marketing strategies today and identify innovative growth opportunities which will allow them to lead their organization toward a robust future"--Provided by publisher |
| Bibliography |
Includes bibliographical references (pages 159-169) and index |
| Notes |
Print version record |
| Subject |
Business logistics.
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Consumers -- Attitudes.
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Marketing.
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Organizational change.
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Marketing
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Organizational Innovation
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marketing.
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BUSINESS & ECONOMICS -- Marketing -- General.
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BUSINESS & ECONOMICS -- Distribution.
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Business logistics
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Consumers -- Attitudes
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Marketing
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Organizational change
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Konjunkturschwankung
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Marketingstrategie
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Marketing
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Beziehungsmarketing
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Unternehmenswachstum
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Marknadsföring.
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Organisationsförändringar.
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| Form |
Electronic book
|
| ISBN |
9780230251182 |
|
0230251188 |
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