Counterturbulence Marketing: A Proactive Strategy for Volatile Economic Times
Language: English
Published by Quorum Books, 1993
- Hardcover
- Used
Seller: Easy Chair Books, Lexington, MO, U.S.A.Easy Chair Books
AbeBooks seller since September 8, 2000
Condition: Used - Good
£ 28.01
Quantity: 1 available
Add to basketItem description from seller
180 pages. Ex-library marks, sticker residue on the cover, light discoloring and wear; a sound binding; good overall. No jacket. Quantity Available: 1. Category: Reference; ISBN: 0899307965. ISBN/EAN: 9780899307961. Inventory No: 234766.
Seller Inventory # 234766
- Title
- Counterturbulence Marketing: A Proactive Strategy for Volatile Economic Times
- Author
- Samli, A. Coskun
- Publisher
- Quorum Books
- Publication year
- 1993
- Condition
- Good
- Dust jacket
- No Dust Jacket
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0899307965
- ISBN 13
- 9780899307961
- Seller catalogs
- Reference
After reviewing briefly the causes and nature of turbulence in U.S. markets, the author establishes the importance of marketing as a counterturbulence weapon. In fact, the book implies that success in the market place is dependent on the firm's ability to manage itself against turbulence. The author posits that unless the firm takes the position that the customer is not only king but is everything, it will be impossible to survive constantly occurring and strengthening market turbulence. This position revision provides the firm with the opportunity to establish a proactive marketing program that is the blueprint for revising its product, price, and promotion strategies quickly and effectively. Furthermore, the value marketing plan thrives on value-added distribution and logistics processes. Adopting a counterturbulence marketing strategy begins with an attitude change on the part of the firm's executives. These executives must run the firm not by a bottom line but for a bottom line. This orientation change is primarily facilitated by opportunity budgeting. Ideal as supplemental reading in advanced marketing classes, this book will make an important impact on the thinking and orientation of business decision makers.
"Synopsis" may belong to another edition of this title.
About the Author
ong his books are Social Responsibility in Marketing (Quorum, 1992), Counterturbulence Marketing (Quorum, 1993), International Consumer Behavior (Quorum, 1994), and Empowering the American Consumer (Quorum, 2000).
"About the title" may belong to another edition of this title.
Easy Chair Books
Lexington, MO, U.S.A.
AbeBooks seller since September 8, 2000
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