New book announcement:
Marketing Through Turbulent Times
By Jenny Darroch, Drucker School of Management
(Palgrave Macmillan,
ISBN: 978-0-230-23730-8)
For more information, see: www.MarketingThroughTurbulentTimes.com
Table of Contents
1. Introduction
SECTION I: THE CONTEXT
2. The Consumers' Perspective
3. The Consumer Response: Combining Hopefulness with Hopelessness
4. Social Media: Giving a Voice Back to the People
SECTION II: STAYING FOCUSED
5. Hope is Not Enough: Some Guiding Principles for Marketing through Turbulent Times
6. Marketing through Turbulent Times: Growth through Excellent Execution
SECTION III: PUSHING THE BOUNDARIES
7. Pushing Product-Market Boundaries: What is a Market?
8. Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets: The Problems-Solutions Framework
SECTION IV: RISKS, BENEFITS AND OTHER THINGS
9. Generating Growth – The Risks
10. Generating Growth – The Benefits of Being First
11. Where do Ideas Come from and how to Manage Ideas from Within the Organization
12. Conclusions
Dr Jenny Darroch
Peter F. Drucker and Masatoshi Ito Graduate School of Management
Claremont Graduate University
1021 N. Dartmouth Ave
Claremont, CA 91711
Phone: (909) 607 2471
Email: jenny.darroch@cgu.edu
www.drucker.cgu.edu
www.MarketingThroughTurbulentTimes.com
www.HuffingtonPost.com/Jenny-Darroch
www.LinkedIn.com/in/JennyDarroch
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