Strategic Marketing in Fragile Economic Conditions

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
• | Publisher: Business Science Reference
• | Publication Date: Jun 30, 2014
• | Number of Pages: 300 pages
• | Binding: Hardback or Cased Book
• | ISBN-10: 1466662328
• | ISBN-13: 9781466662322