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Darroch, Jenny

Marketing Through Turbulent Times

Darroch, Jenny - Marketing Through Turbulent Times, ebook

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Ebook, PDF with Adobe DRM
ISBN: 9780230251182
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Table of contents

Chapter 1. Introduction

1. Introduction
Jenny Darroch

Part I. The Context

2. The Consumers’ Perspective
Jenny Darroch

3. The Consumer Response: Combining Hopefulness with Hopelessness
Jenny Darroch

4. Social Media: Giving a Voice Back to the People
Jenny Darroch

Part II. Staying Focused

5. Hope Is Not Enough: Some Guiding Principles for Marketing through Turbulent Times
Jenny Darroch

6. Marketing through Turbulent Times: Growth through Excellent Execution
Jenny Darroch

Part III. Pushing the Boundaries

7. Pushing Product-Market Boundaries: What Is a Market?
Jenny Darroch

8. Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets
Jenny Darroch

Part IV. Risks, Benefits, and Other Things

9. Generating Growth — The Risks
Jenny Darroch

10. Generating Growth — The Benefits of Being First
Jenny Darroch

11. Where do Ideas Come from and How to Manage Ideas from Within the Organization
Jenny Darroch

12. Conclusions
Jenny Darroch

Keywords: Business and Management, Marketing, Medical Sociology, Business Finance, Customer Relationship Management, Business Strategy/Leadership

Author(s)
Publisher
Springer
Publication year
2010
Language
en
Edition
1
Page amount
192 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780230251182
Printed ISBN
978-1-349-31472-0

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