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Pushing Product-Market Boundaries: What Is a Market?

In: Marketing Through Turbulent Times

Author

Listed:
  • Jenny Darroch

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

Abstract

In the previous two chapters, I offered guiding principles to managers operating in turbulent times and encouraged managers to maintain momentum and focus. I now want to discuss how to push market boundaries with new products to generate growth. In the first chapter, I noted that these growth strategies are not only appropriate to organizations marketing in turbulent times but are also suitable for any situation within which generating growth is a primary goal. Therefore, the strategies for growth I outline in this book encompass responding to the current turbulent times and creating turbulence when the economy is out of recession.

Suggested Citation

  • Jenny Darroch, 2010. "Pushing Product-Market Boundaries: What Is a Market?," Palgrave Macmillan Books, in: Marketing Through Turbulent Times, chapter 0, pages 75-88, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-25118-2_7
    DOI: 10.1057/9780230251182_7
    as

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