Hope Is Not Enough: Some Guiding Principles for Marketing through Turbulent Times

Jenny Darroch
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Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 5 in Marketing Through Turbulent Times, 2010, pp 41-54 from Palgrave Macmillan

Abstract: Abstract With President Obama and the Democrats in power, there is a move toward increased government intervention and regulation. In 1974, Webster (1974, p. 6) outlined a range of possible responses to threatened government regulation: 1. Deny everything. 2. Blame wrongdoing on small marginal firms in the industry. 3. Discredit the critics. 4. Hire a public relations man. 5. Attempt to defang the legislation through lobbying. 6. Launch a fact-finding committee to see if improvement is necessary. 7. Actually do something.

Keywords: Cash Flow; Market Orientation; General Motor; Marketing Manager; Turbulent Time (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25118-2_5

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DOI: 10.1057/9780230251182_5

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