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Marketing through Turbulent Times: Growth through Excellent Execution

In: Marketing Through Turbulent Times

Author

Listed:
  • Jenny Darroch

    (Peter F. Drucker and Masatoshi Ito Graduate School of Management)

Abstract

In the previous chapter, I outlined a set of guiding principles for managers operating in turbulent times. I now want to turn my attention to specific growth strategies. In this chapter, I will address the need to maintain momentum and stay focused on executing existing marketing strategies extremely well. In subsequent chapters, I will identify strategies for growth by pushing the organization into new markets and with new products. I want to begin this chapter by addressing the issue of momentum by examining how organizations responded to the 1980s recession.

Suggested Citation

  • Jenny Darroch, 2010. "Marketing through Turbulent Times: Growth through Excellent Execution," Palgrave Macmillan Books, in: Marketing Through Turbulent Times, chapter 0, pages 55-71, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-25118-2_6
    DOI: 10.1057/9780230251182_6
    as

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