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Marketing Strategies and Tactics an a Period of Recession

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  • Avlonitis George J.

    (Athens University of Economics and Business, Athens, Greece)

Abstract

There is no doubt that a 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.

Suggested Citation

  • Avlonitis George J., 2016. "Marketing Strategies and Tactics an a Period of Recession," Marketing of Scientific and Research Organizations, Sciendo, vol. 19(1), pages 21-32, March.
    • Handle: RePEc:vrs:mosaro:v:19:y:2016:i:1:p:21-32:n:5
    DOI: 10.14611/minib.19.01.2016.11
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    References listed on IDEAS

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    2. Krohmer, Harley & Homburg, Christian & Workman, John P., 2002. "Should marketing be cross-functional? Conceptual development and international empirical evidence," Journal of Business Research, Elsevier, vol. 55(6), pages 451-465, June.
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