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Marketing through turbulent times

Darroch, Jenny.

Marketing through turbulent times

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing through turbulent timesJenny Darroch.
作者:	Darroch, Jenny.
出版者:	Basingstoke :Palgrave Macmillan,c2010.
面頁冊數:	xvi, 176 p. :ill. ;24 cm.
標題:	Marketing.
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230251182

Marketing through turbulent times
Darroch, Jenny.

Marketing through turbulent times[electronic resource] /Jenny Darroch. - Basingstoke :Palgrave Macmillan,c2010. - xvi, 176 p. :ill. ;24 cm.

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.

"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.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2010.

Mode of access:World Wide Web.

ISBN: 9780230251182

Standard No.: 10.1057/9780230251182doiSubjects--Topical Terms:

182957
Marketing.
Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HF5415 / .D37 2010

Dewey Class. No.: 658.8

Marketing through turbulent times
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245 1 0 $a Marketing through turbulent times $h [electronic resource] / $c Jenny Darroch.
260 $a Basingstoke : $b Palgrave Macmillan, $c c2010.
300 $a xvi, 176 p. : $b ill. ; $c 24 cm.
504 $a Includes bibliographical references and index.
505 0 $a 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.
520 $a "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.
533 $a Electronic reproduction. $b Basingstoke, England : $c Palgrave Macmillan, $d 2010. $n Mode of access:World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Apr. 12, 2010). $n Access may be restricted to users at subscribing institutions.
650 0 $a Marketing. $3 182957
650 0 $a Organizational change. $3 183373
655 7 $a Electronic books. $2 local. $3 214472
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