Strategic Marketing in Fragile Economic Conditions (Hardcover) (ISBN-13: 9781466662322)

In a time of economic downturn, effective marketing becomes increasingly difficult. In order to remain competitive and prosperous, organizations must strategically analyze their position in the market and implement new marketing plans. Strategic Marketing in Fragile Economic Conditions provides relevant theoretical frameworks and the latest empirical research findings relating to consumer confidence, marketing strategies, and the influence of trust during a time of economic crisis. A timely and relevant scholarly resource, this publication is of use to business professionals, academicians, researchers, and graduate students aiming to stay abreast of the latest theories, research, and strategic models for business success during difficult economic times.

Author: Irene Samanta
ISBN-10: 1466662328
ISBN-13: 9781466662322
Publisher: Business Science Reference
Language: English
Published: 06/30/2014
Pages: 300
Format: Hardcover
Weight: 2.40lbs
Size: 11.00h x 8.50w x 0.81d