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 fortoday's difficult environment but will also lay the foundation for innovativegrowth opportunities. INDICE: 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 b The Risks - Generating Growth b The Benefits of Being First - Where do Ideas Come from and how to Manage Ideas from Within the Organization - Conclusions
- ISBN: 978-0-230-23730-8
- Editorial: Palgrave Macmillan
- Encuadernacion: Cartoné
- Páginas: 192
- Fecha Publicación: 23/10/2009
- Nº Volúmenes: 1
- Idioma: Inglés