Marketing Through Turbulent Times

Chapter 1. Introduction

1. Introduction
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Part I. The Context

2. The Consumers’ Perspective
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3. The Consumer Response: Combining Hopefulness with Hopelessness
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4. Social Media: Giving a Voice Back to the People
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Part II. Staying Focused

5. Hope Is Not Enough: Some Guiding Principles for Marketing through Turbulent Times
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6. Marketing through Turbulent Times: Growth through Excellent Execution
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Part III. Pushing the Boundaries

7. Pushing Product-Market Boundaries: What Is a Market?
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8. Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets
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Part IV. Risks, Benefits, and Other Things

9. Generating Growth — The Risks
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10. Generating Growth — The Benefits of Being First
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11. Where do Ideas Come from and How to Manage Ideas from Within the Organization
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12. Conclusions
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Avainsanat: Business and Management, Marketing, Medical Sociology, Business Finance, Customer Relationship Management, Business Strategy/Leadership