Marketing Through Turbulent Times

Name: Marketing Through Turbulent Times
Author: Jenny Darroch

Gebonden Engels 2009 9780230237308

51,39

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Samenvatting

Marketing Through Turbulent Times offers a range of tools, principles and approaches for decision makers who want to lead their organization toward a robust future by ensuring that their marketing strategies are not only relevant for today's difficult environment but will also lay the foundation for innovative growth opportunities.

Specificaties

ISBN13:9780230237308

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop, Marketing

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Inhoudsopgave

Introduction SECTION I: THE CONTEXT The Consumers' Perspective The Consumer Response: Combining Hopefulness with Hopelessness Social Media: Giving a Voice Back to the People SECTION II: STAYING FOCUSED Hope is Not Enough: Some Guiding Principles for Marketing through Turbulent Times Marketing through Turbulent Times: Growth through Excellent Execution SECTION III: PUSHING THE BOUNDARIES Pushing Product-Market Boundaries: What is a Market? Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets SECTION IV: RISKS, BENEFITS AND OTHER THINGS 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 Conclusions