Marketing Through Turbulent Times

JENNY DARROCH is an Assistant Professor in Marketing at the Drucker School of Management at Claremont Graduate University, USA. She is an accomplished author and her publications have appeared in leading journals such as the European Journal of Marketing, Journal of Business Ethics and the Journal of Small Business Management. She recently co-edited (with George Day and Stan Slater) a Special Issue of the Journal of the Academy of Marketing Science: A Tribute to Peter Drucker in 2009.

Introduction SECTION I: THE CONTEXT The Consumers' Perspective The Consumer Response: Combining Hopefulness with Hopelessness Social Media: Giving a Voice Back to the People SECTION II: STAYING FOCUSED Hope is Not Enough: Some Guiding Principles for Marketing through Turbulent Times Marketing through Turbulent Times: Growth through Excellent Execution SECTION III: PUSHING THE BOUNDARIES Pushing Product-Market Boundaries: What is a Market? Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets SECTION IV: RISKS, BENEFITS AND OTHER THINGS Generating Growth – The Risks Generating Growth – The Benefits of Being First Where do Ideas Come from and how to Manage Ideas from Within the Organization Conclusions