Marketing through Turbulent Times: Growth through Excellent Execution

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

Chapter Chapter 6 in Marketing Through Turbulent Times, 2010, pp 55-71 from Palgrave Macmillan

Abstract: Abstract In the previous chapter, I outlined a set of guiding principles for managers operating in turbulent times. I now want to turn my attention to specific growth strategies. In this chapter, I will address the need to maintain momentum and stay focused on executing existing marketing strategies extremely well. In subsequent chapters, I will identify strategies for growth by pushing the organization into new markets and with new products. I want to begin this chapter by addressing the issue of momentum by examining how organizations responded to the 1980s recession.

Keywords: Market Share; Target Market; Heavy User; Industry Average; 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_6

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DOI: 10.1057/9780230251182_6

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