Marketing Through Turbulent Times

Hardcover | October 15, 2009

byJenny Darroch

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At some time in the future the recession will end. But what will happen then? How will customers respond to organizations that mistreated them in the past? What can organizations do now?

Marketing Through Turbulent Times addresses these questions by tying together four themes: democracy, economic recession, individual depression and customer-centred strategies. 
 
Written for decision makers who want to ensure that their marketing strategies are not only relevant for today’s difficult environment but will also provide a solid foundation for future growth, this book is an invaluable resource for anyone making strategic marketing decisions. 

Marketing Through Turbulent Times
is a common sense, accessible book about marketing that provides a range of tools, principles and approaches for managers wanting to fine tune their current marketing strategies today and identify innovative growth opportunities which will allow them to lead their organization toward a robust future.
 
 
 
*A Note From the Author, Jenny Darroch:
 
This book has dealt with one of the BIG problems facing managers
today: 'How do I manage effectively in such turbulent times?' The
recession will end. Does this mean that the contents of this book are no
longer relevant? No. Even in periods of growth, creating turbulence,
staying relevant, maintaining momentum, executing current strategies
well, and forcing changes to product-market boundaries will remain
essential ingredients for any organization wanting to grow, reconfigure,
and survive.

And so, while the growth strategies I have outlined in Marketing through
Turbulent Times
are relevant today, they will endure and provide
guidance for managers wanting to create turbulence when the recession
passes. The strategies outlined in this book are appropriate for any
organization where generating growth is a primary goal. All that will
change over time is what constitutes relevance
 
                                                              Sincerely,
 
                                                                     Jenny Darroch

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From the Publisher

At some time in the future the recession will end. But what will happen then? How will customers respond to organizations that mistreated them in the past? What can organizations do now?Marketing Through Turbulent Times addresses these questions by tying together four themes: democracy, economic recession, individual depression and cus...

JENNY DARROCH is on the faculty at the Peter F. Drucker School and Masatoshi Ito Graduate School of Managementat at Claremont Graduate University, USA. She is an accomplished author and her publications have appeared in leading journals such as the European Journal of Marketing, Journal of Business Ethics and the Journal of Small Busi...

other books by Jenny Darroch

Marketing Through Turbulent Times
Marketing Through Turbulent Times

Kobo ebook|Oct 23 2009

$50.69 online$65.75list price(save 22%)
Format:HardcoverDimensions:256 pages, 9.1 × 6.4 × 0.9 inPublished:October 15, 2009Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230237304

ISBN - 13:9780230237308

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Extra Content

Table of Contents

Introduction * The Context: The Consumers' Perspective, The Consumer Response, Social Media * Staying Focused: Hope is Not Enough, Growth Through Excellent Execution * Generating Growth by Pushing Product-Market Boundaries * The Risks and Benefits of Generating Growth, Generating and Managing Ideas * Conclusions.

 

Editorial Reviews

“Jenny Darroch is like a good friend helping you think through the current financial crisis and heightened turbulence.  She offers several perspectives, frameworks and examples that will stimulate new ideas for turning the threats into opportunities, echoing the idea that a crisis is a terrible thing to waste.” —Philip Kotler, S.C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management at Northwestern University  “All of us saw the mounting chaos and turbulence leading up to the collapse of the global financial system at the end of 2008. In seeing this evolving crisis, Professor Darroch correctly wondered how marketing managers could possibly make sense of this new world; a period where history can in no way be relied upon to make rational sense of the future. Fortunately for all of us, she has provided in this work a superb roadmap and a strategy for not only survival but how to prosper in these turbulent times. This is truly a book for our time.” —Peter Sealey, Ph.D., Former Head of Global Marketing, The Coca-Cola Company, Former President of Marketing and Distribution, Columbia Pictures  “This book is a timely and forceful reminder of the message behind the Chinese character for crisis or critical turning point, which combines the characters for danger and hidden opportunity. Successful marketing managers must be ambidextrous to cope with the dangers created by the turbulence of the present, while preparing their organizations to capitalize on the growth opportunities that are created  by the same turbulence. The reader will find rich guidance for doing both well, and staying relevant.” —George S. Day, Geoffrey T. Boisi Professor of Marketing, Co-Director, Mack Center for Technological Innovation, Director, Emerging Technologies Management Research Program, The Wharton School of the University of Pennsylvania“While every executive is currently preoccupied - and perhaps immobilized - with how to compete in tumultuous times, this is the very first practical managerial guidebook to help managers not only compete—but win. Importantly, this is not simply an interesting 'thought piece'—but rather based on solid empirical evidence examining how firms accelerated out of recessionary times versus firms that simply survived.” —Bernie Jaworski, Monitor Executive Development, Monitor Group “Prof. Darroch reminds us that turbulent times require even more attention and vigilance to the fundamentals of marketing, and that smart companies will not only survive but thrive if they double down on what Peter Drucker called the basics of business: marketing and innovation.  Just as she does in the classroom, Prof. Darroch conveys common sense, an ethical point of view, a love for her subject matter, and a useful toolkit of applicable skills designed to put her principles and practices to work.  For those willing and prepared to apply the discipline she calls for, Prof. Darroch's insights and prescriptions can help marketers not only navigate these choppy seas, but find safe haven and clear sailing when the storm inevitably passes.” —Ira A. Jackson, Dean and Professor of Management, Peter F. Drucker and Masatoshi Ito Graduate School of Management, Claremont Graduate University“Turbulent times are great catalysts for inflicting change and pursuing better marketing. Marketing Through Turbulent Times provides an excellent framework for those executives who aspire to get ahead of the curve to beat complacent incumbents. Executives daring to be bold and different will emerge as future winners—despite turbulent times. I highly recommend this great and timely book!”—Martin Roll, Business & Brand Strategist, Author of Asian Brand Strategy