Darroch, Jenny
Marketing Through Turbulent Times
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
Nyckelord: Business and Management, Marketing, Medical Sociology, Business Finance, Customer Relationship Management, Business Strategy/Leadership
- Författare
- Darroch, Jenny
- Utgivare
- Springer
- Utgivningsår
- 2010
- Språk
- en
- Utgåva
- 1
- Sidantal
- 192 sidor
- Kategori
- Ekonomisk
- Format
- E-bok
- eISBN (PDF)
- 9780230251182
- Tryckt ISBN
- 978-1-349-31472-0