Marketing Through Turbulent Times

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Marketing Through Turbulent Times

Format:  Hardcover,

176 pages

Publisher: Palgrave MacMillan

Publish Date: Oct 2009

ISBN-13: 9780230237308

ISBN-10: 0230237304

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The following content was provided by the publisher.
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. http: //www.marketingthroughturbulenttimes.com/ *A Note From the Author, Jenny Darroch: This book has dealt with one of the BIG problems facing managers
today: 'How do I manage effectively in such turbulent times?' The
recession will end. Does this mean that the contents of this book are no
longer relevant? No. Even in periods of growth, creating turbulence,
staying relevant, maintaining momentum, executing current strategies
well, and forcing changes to product-market boundaries will remain
essential ingredients for any organization wanting to grow, reconfigure,
and survive.
And so, while the growth strategies I have outlined in "Marketing through
Turbulent Times" are relevant today, they will endure and provide
guidance for managers wanting to create turbulence when the recession
passes. The strategies outlined in this book are appropriate for any
organization where generating growth is a primary goal. All that will
change over time is what constitutes relevance Sincerely, Jenny Darroch

Specifications

Author:
Publisher: Palgrave MacMillan
Publish Date: Oct 2009
ISBN-13: 9780230237308
ISBN-10: 0230237304
Format: Hardcover
Number of Pages: 176
Shipping Weight (in pounds): 1.0
Product in Inches (L x W x H): 6.1 x 0.7 x 9.3

Chapter outline

List of Illustrationsp. viii
Forewordp. ix
Prefacep. xii
About the Authorp. xv
Introductionp. 1
The Contextp. 9
The Consumers' Perspectivep. 11
Living in a Democracyp. 11
[Potential] Problems with the US Modelp. 13
Add to That a Recessionp. 15
The Consumer Response: Combining Hopefulness with Hopelessnessp. 16
Links to Depressionp. 16
External Changes Imposed upon Consumersp. 17
Is Permanent Change Likely to Happen?p. 23
Before Change Can Occur, Consumers Need to Feel Empoweredp. 26
Conclusionsp. 28
Social Media: Giving a Voice Back to the Peoplep. 30
Social Media and Democracyp. 30
The Futurep. 35
Conclusionsp. 37
Staying Focusedp. 39
Hope Is Not Enough: Some Guiding Principles for Marketing through Turbulent Timesp. 41
Remember, Customers Are the Reason You Are in Businessp. 41
But Understand the Profitability Of Customersp. 45
Empathize with Customersp. 47
Now Is the Hour: Be Decisivep. 50
Be More Accountable: Demonstrate Return on [Marketing] Investment over the Short and Long Termp. 52
Conclusionsp. 54
Marketing through Turbulent Times: Growth through Excellent Executionp. 55
How Did Organizations Respond in the 1980s?p. 55
How Not to Growp. 61
Growth 101p. 64
Conclusionsp. 70
Pushing the Boundariesp. 73
Pushing Product-Market Boundaries: What Is a Market?p. 75
Economicsp. 75
Early Definitions of Marketingp. 77
Industrial Organization Economics and Market Segmentationp. 78
Criticisms of Market Segmentationp. 80
Conclusionsp. 88
Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Marketsp. 89
You Have a Problem - Now Give Me Some Ideas for a Solution and I'll See What We Can Dop. 91
You Have a Problem - We'll Brainstorm It and Come Up with a Solution for Youp. 92
We Have a Solution - This Will Solve Your Problemp. 96
We Have a Solution - Now We're Going to Tell You What Your Problem Isp. 97
And the Organization Diversifiesp. 101
Diversification as a Deliberate Strategyp. 103
Conclusionsp. 104
Risks, Benefits, and Other Thingsp. 107
Generating Growth - The Risksp. 109
The Dangers with Creating New Products and New Marketsp. 109
Adoptionp. 110
Markets That Don't Exist Can't Be Analyzedp. 117
What Business Are You in?p. 121
Ethical Concernsp. 125
Conclusionsp. 127
Generating Growth - The Benefits of Being Firstp. 128
Consumer Based First Mover Advantagesp. 128
Other First Mover Advantagesp. 132
First Mover Disadvantagesp. 132
What Did Leaders Do?p. 133
Where do Ideas Come from and How to Manage Ideas from Within the Organizationp. 135
Where Do Ideas Come from?p. 135
Looking Inside the Organization for Ideasp. 142
Knowledge Managementp. 144
Conclusionsp. 147
Conclusionsp. 150
Notesp. 157
Referencesp. 159
Indexp. 170

Book description

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.

*A Note From the Author, Jenny Darroch:
This book has dealt with one of the BIG problems facing managers

today: 'How do I manage effectively in such turbulent times?' The

recession will end. Does this mean that the contents of this book are no

longer relevant? No. Even in periods of growth, creating turbulence,

staying relevant, maintaining momentum, executing current strategies

well, and forcing changes to product-market boundaries will remain

essential ingredients for any organization wanting to grow, reconfigure,

and survive.

And so, while the growth strategies I have outlined in Marketing through

Turbulent Times are relevant today, they will endure and provide

guidance for managers wanting to create turbulence when the recession

passes. The strategies outlined in this book are appropriate for any

organization where generating growth is a primary goal. All that will

change over time is what constitutes relevance

Sincerely,
Jenny Darroch

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