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Strategic Marketing in Fragile Economic Conditions

Strategic Marketing in Fragile Economic Conditions

Irene Samanta
Copyright: © 2014 |Pages: 300
ISBN13: 9781466662322|ISBN10: 1466662328|EISBN13: 9781466662339
DOI: 10.4018/978-1-4666-6232-2
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MLA

Samanta, Irene, editor. Strategic Marketing in Fragile Economic Conditions. IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6232-2

APA

Samanta, I. (Ed.). (2014). Strategic Marketing in Fragile Economic Conditions. IGI Global. https://doi.org/10.4018/978-1-4666-6232-2

Chicago

Samanta, Irene, ed. Strategic Marketing in Fragile Economic Conditions. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6232-2

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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.

Table of Contents

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Front Materials
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Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Editorial Advisory Board and List of Reviewers
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Foreword
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Preface
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Acknowledgment
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Chapters
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Chapter 1
Relationship Marketing  (pages 22-22)
Relationship Marketing
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Chapter 2
Marketing Strategy  (pages 97-97)
Marketing Strategy
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Chapter 3
E-Marketing  (pages 226-226)
E-Marketing
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Back Materials
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Compilation of References
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About the Contributors
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Index
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