Marketing strategies and tactics in a period of recession

Marketing of Scientific and Research Organisations

George J. Avlonitis¹ 

[1] Athens University of Economics and Business, Greece;

关键词: brand;    customer;    customer relationships;    marketing;    marketing strategy;    minib;    price;    recession;    sales;    targeting;   

DOI  :  10.14611/minib.19.01.2016.11

来源: DOAJ

【 摘 要 】

Recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive. Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before. Specific marketing activities have been proved to be beneficial to companies during a downturn. Below we analyze, ten marketing survival strategies and tactics.

【 授权许可】

Unknown