Marketing Through Turbulent Times

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ISBN: 0230237304
ISBN 13: 9780230237308
Autor: Darroch, Jenny
Verlag: Springer Verlag GmbH
Umfang: xvi, 176 S.
Erscheinungsdatum: 23.10.2009
Auflage: 1/2009
Produktform: Gebunden/Hardback
Einband: GEB

An important new title on how to carry out successful marketing campaigns in a recession, as well as how to come out on top when the tides turn and the economy is stabilizingLooks at the current challenges from both the perspectives of the marketing industry, and the consumers themselvesAuthor is highly acclaimed academic in the field of marketing, as well as having extensive professional experience of marketing Includes engaging case-studies and lively anecdotes alongside extensive research based on the author’s academic and professional experience

Artikelnummer: 9056300 Kategorie:

Beschreibung

Marketing Through Turbulent Times offers a range of tools, principles and approaches for decision makers who want to lead their organization toward a robust future by ensuring that their marketing strategies are not only relevant for today's difficult environment but will also lay the foundation for innovative growth opportunities.

Autorenporträt

JENNY DARROCH is an Assistant Professor in Marketing at the Drucker School of Management at Claremont Graduate University, USA. She is an accomplished author and her publications have appeared in leading journals such as the European Journal of Marketing, Journal of Business Ethics and the Journal of Small Business Management. She recently co-edited (with George Day and Stan Slater) a Special Issue of the Journal of the Academy of Marketing Science: A Tribute to Peter Drucker in 2009.

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