Marketing in adversity
Abstract:This 'special' issue contains a selection of invited contributions from internationally recognised authorities on the role and contribution of marketing in a recession. Taken together they demonstrate that while the marketing discipline might have been more effective in anticipating the dangers of customer behaviour in creating excess demand and fuelling an economic crisis nonetheless marketing offers the best solution to resolving the problem and restoring stability and growth to the market.
Keywords: BUSINESS NETWORKS; COMPETITIVE ADVANTAGE; CUSTOMER BEHAVIOUR IN A RECESSION; MARKETING MYOPIA AND THE LESSONS OF HISTORY; MARKETING ORIENTATION; MARKETING STRATEGY; SCIENTIFIC METHOD AND QUALITATIVE RESEARCH; THE CONTRIBUTION OF MARKETING THEORY TO PRACTICE
Document Type: Editorial
Publication date: June 1, 2009