Marketing Strategies and Tactics an a Period of Recession

Avlonitis George J. ()
Additional contact information
Avlonitis George J.: Athens University of Economics and Business, Athens, Greece

Marketing of Scientific and Research Organizations, 2016, vol. 19, issue 1, 21-32

Abstract: There is no doubt that a recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive.Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before.Specific marketing activities have been proved to be beneficial to companies during a downturn. Below we analyze, ten marketing survival strategies and tactics.

Keywords: marketing strategy; recession; sales; marketing; brand; customer; targeting; price; customer relationships (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.14611/minib.19.01.2016.11 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:19:y:2016:i:1:p:21-32:n:5

DOI: 10.14611/minib.19.01.2016.11

Access Statistics for this article

Marketing of Scientific and Research Organizations is currently edited by Witold Wiśniowski

More articles in Marketing of Scientific and Research Organizations from Sciendo
Bibliographic data for series maintained by Peter Golla ().