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Author Darroch, Jenny
Title Marketing through turbulent times [electronic resource] / Jenny Darroch
Imprint Basingstoke : Palgrave Macmillan, c2010
book jacket
Descript xvi, 176 p. : ill. ; 24 cm
Note Includes bibliographical references and index
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 throughExcellent Execution -- Pushing Product-Market Boundaries: What is a Market? -- Pushing Product-Market Boundariesby 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
Electronic reproduction. Basingstoke, England : Palgrave Macmillan, 2010. Mode of access:World Wide Web. System requirements: Web browser. Title from title screen (viewed on Apr. 12, 2010). Access may be restricted to users at subscribing institutions
"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-centredstrategies. Written for decision makers who want to ensure that theirmarketing strategies are not only relevant for today's difficult environment but will also provide a solid foundation for future growth, thisbook is an invaluable resourcefor anyone making strategic marketing decisions. Marketing Through Turbulent Times is a common sense, accessible book about marketing that provides a range of tools, principles andapproaches for managers wanting to fine tune their current marketing strategies today and identify innovative growth opportunities which willallow them to lead their organization toward a robust future"--Provided by publisher
Link Original 9780230237308 0230237304 (DLC) 2009047026 (OCoLC)318873472
Subject Marketing
Organizational change
Electronic books. local
Alt Author Palgrave Connect (Online service)
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