Pushing Product-Market Boundaries: What Is a Market?

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

Chapter Chapter 7 in Marketing Through Turbulent Times, 2010, pp 75-88 from Palgrave Macmillan

Abstract: Abstract In the previous two chapters, I offered guiding principles to managers operating in turbulent times and encouraged managers to maintain momentum and focus. I now want to discuss how to push market boundaries with new products to generate growth. In the first chapter, I noted that these growth strategies are not only appropriate to organizations marketing in turbulent times but are also suitable for any situation within which generating growth is a primary goal. Therefore, the strategies for growth I outline in this book encompass responding to the current turbulent times and creating turbulence when the economy is out of recession.

Keywords: Marketing Research; Mature Market; Turbulent Time; Business Traveler; Lead Paint (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_7

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DOI: 10.1057/9780230251182_7

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