Read e-book online Marketing Through Turbulent Times PDF

By Jenny Darroch

ISBN-10: 0230251188

ISBN-13: 9780230251182

ISBN-10: 1349314722

ISBN-13: 9781349314720

Marketing via Turbulent instances bargains a variety of instruments, ideas and techniques for choice makers who are looking to lead their association towards a powerful destiny via making sure that their advertising innovations should not in simple terms appropriate for present day tough setting yet also will lay the basis for cutting edge development opportunities.

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Therefore, as the economy entered into recession, we were surrounded by compensatory consumption, new definitions of normal and a growing number of people living beyond their means. Housing provides a good example to illustrate how the concept of normal was successfully redefined. When George W. Bush ran for reelection in 2004, he introduced the concept of the “ownership society”, a society in which every American family could own a house and a stock portfolio (Karabell 2008). In October 2004, Bush stated that “America is a stronger country every single time a family moves into a home of their own”.

The following sections outline reasons why change in consumption will (not) occur in the future. Here Are Some Reasons As to Why Change Is Not Likely to Occur Ingrained in American society is, first and foremost, a business culture, a market driven society (West 2004). Corporate leaders and elected officials are preoccupied with and rewarded for generating economic growth and national prosperity or maximizing returns to shareholders. Is the US too market driven, at the expense of a flourishing democracy (West 2004)?

What does it mean to be a consumer in such difficult times and how should organizations respond to come out of the current economic mire stronger than before? The following chapter focuses on consumer responses to the current economic and political challenges. 15 CHAPTER 3 The Consumer Response: Combining Hopefulness with Hopelessness The preceding discussion provided context for this chapter by profiling the current political and economic landscape. Recently, President Obama described the effect of the tanking economy on ordinary Americans as: “Lost jobs and lost careers.

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Marketing Through Turbulent Times by Jenny Darroch

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