action guidelines for marketing in a recession Steidl, Peter E. creator text index at Milton, Qld John Wiley and Sons c2009 2009 monographic eng

print

xii, 211 p. : ill. ; 21 cm. Strategic considerations -- Challenges and opportunities -- The myth of spending your way out of a recession -- Survivor: aligning marketing strategies with the emerging operating environment -- Exploiter: strategies that deliver incremental, lumpy growth -- Disrupter: reinventing the business -- Moving into action mode -- Action guidelines -- Actions for survivors -- Actions for exploiters -- Actions for disrupters -- Appendix: Brand vision archetypes: a brand is an experience, not a set of descriptive attributes. specialized Peter Steidl Includes bibliographical references and index. Marketing Management Recessions Success in business 9781742169378 (pbk) 1742169376 (pbk) UMP 090916 20251117150125.0 vtls000044475