ARC: Connections: ELMAR: Posting

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TOC: Marketing Through Turbulent Times
By Jenny Darroch, Drucker School of Management
http://www.MarketingThroughTurbulentTimes.com

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 Ä The Risks
10. Generating Growth Ä The Benefits of Being First
11. Where do Ideas Come from and how to Manage Ideas from Within the Organization
12. Conclusions

November 2009 / 256 pp. / $39.95 HC ISBN: 978-0-230-23730-8
http://www.MarketingThroughTurbulentTimes.com

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