You are previewing Strategic Marketing in Fragile Economic Conditions.
O'Reilly logo
Strategic Marketing in Fragile Economic Conditions

Book Description

In a time of economic downturn, effective marketing becomes increasingly difficult. In order to remain competitive and prosperous, organizations must strategically analyze their position in the market and implement new marketing plans. Strategic Marketing in Fragile Economic Conditions provides relevant theoretical frameworks and the latest empirical research findings relating to consumer confidence, marketing strategies, and the influence of trust during a time of economic crisis. A timely and relevant scholarly resource, this publication is of use to business professionals, academicians, researchers, and graduate students aiming to stay abreast of the latest theories, research, and strategic models for business success during difficult economic times.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Foreword
  7. Preface
    1. THE CHALLENGES
    2. SEARCHING FOR A SOLUTION
    3. ORGANIZATION OF THE BOOK
    4. REFERENCES
  8. Acknowledgment
  9. Section 1: Relationship Marketing
    1. Chapter 1: Loyalty in Crisis
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. BACKGROUND
      4. 3. METHODS: RESEARCH DESIGN
      5. 4. SOLUTIONS AND RECOMMENDATIONS
      6. 5. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    2. Chapter 2: The Evolution of Trust in Japan
      1. ABSTRACT
      2. INTRODUCTION
      3. 1. TRUST, ALLIANCES, AND INTER-ORGANIZATIONAL NETWORKS
      4. 2. THE EVOLUTION OF TRUST WITHIN VERTICAL KEIRETSU: THE RENAULT-NISSAN CASE STUDY
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Trust Deficit in Public Sector
      1. ABSTRACT
      2. INTRODUCTION
      3. CHAPTER OBJECTIVES
      4. DISTRUST IN THE PUBLIC SECTOR: CAUSES FOR DECLINE
      5. ENHANCING TRUST: WHAT IS IT?
      6. DEVELOPMENT OF TRUST AND CO-EVOLUTION OF TRUST ACROSS LEVELS
      7. WHY INSTITUTIONS OF PUBLIC SECTOR SUFFER FROM TRUST DEFICIT?
      8. PRACTICAL IMPLICATIONS FOR MANAGING LEVELS OF DISTRUST: WHAT INDIVIDUALS CAN DO
      9. FUTURE RESEARCH AND EMERGING TRENDS
      10. CONCLUSION
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
    4. Chapter 4: Customers' Satisfaction and Loyalty in the Economic Recession
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL APPROACH
      4. METHODOLOGICAL FRAME
      5. STATISTICAL ANALYSIS
      6. CONCLUSION
      7. LIMITATIONS AND FUTURE RESEARCH
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
  10. Section 2: Marketing Strategy
    1. Chapter 5: Sustainable Competitive Advantage in Turbulent Business Environments using Critical Organizational Capabilities and Resources to Manage Complexity
      1. ABSTRACT
      2. INTRODUCTION
      3. BUILDING A NEW MODEL FOR STRATEGIC ADVANTAGE
      4. DESCRIPTION OF THE I/O AND RESOURCE-BASED MODELS
      5. THE RATIONALE FOR AN INTEGRATIVE MODEL: SYNERGY
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. APPENDIX
    2. Chapter 6: Exploring the Relationship between the Eco-labels and Green Buying Behaviour with Reference to Mumbai City
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. NEED OF ECO-LABELLING
      5. HISTORY OF ECO-LABELS
      6. CONSUMER BEHAVIOUR
      7. STUDY OBJECTIVE
      8. METHODOLOGY
      9. DATA ANALYSIS
      10. RESULTS
      11. FINDINGS
      12. LIMITATION OF THE STUDY
      13. CONCLUSION
      14. REFERENCES
      15. KEY TERMS AND DEFINITIONS
      16. APPENDIX
    3. Chapter 7: Towards Leadership Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. LEADERSHIP AND MARKETING: WHAT LIES WITHIN?
      5. SOLUTIONS AND RECOMMENDATIONS
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    4. Chapter 8: The Impact of Marketing Strategy in Small Family Businesses
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. MARKETING MIX OF SMALL FAMILY FIRMS
      6. SOLUTIONS AND RECOMMENDATIONS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    5. Chapter 9: The Role of Brand Management in Emerging Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THE ROLE OF BRAND MANAGEMENT IN EMERGING MARKETS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    6. Chapter 10: The Antecedents of Word-of-Mouth Behaviour
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW ON WOM BEHAVIOUR
      4. CONCEPTUAL MODEL
      5. CONSTRUCTS DEVELOPMENT
      6. HYPOTHESES DEVELOPMENT
      7. RESEARCH METHODOLOGY AND DATA ANALYSIS
      8. MEASUREMENT AND STRUCTURAL MODEL ANALYSIS
      9. EVALUATION OF THE FULL STRUCTURE MODEL
      10. DISCUSSION
      11. MANAGERIAL IMPLICATIONS
      12. CONCLUSION
      13. REFERENCES
      14. KEY TERMS AND DEFINITIONS
      15. APPENDIX
    7. Chapter 11: How is Internal Marketing Understood?
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL FRAMEWORKS AND CONTEXT
      4. METHODS AND ANALYSIS
      5. MOTIVATION
      6. RECOMMENDATIONS AND FUTURE RESEARCH DIRECTIONS
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. ENDNOTES
  11. Section 3: E-Marketing
    1. Chapter 12: Growing E-Marketing Trends in India
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL APROACH
      4. CONCLUSION
      5. REFERENCES
      6. KEY TERMS AND DEFINITIONS
    2. Chapter 13: Tourism Promotion through Web
      1. ABSTRACT
      2. INTRODUCTION
      3. SURVEY OF EXISTING LITERATURE
      4. THEORETICAL FRAMEWORK
      5. RESEARCH HYPOTHESIS
      6. ANALYSIS AND DISCUSSIONS
      7. POLICY IMPLICATIONS
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
      11. APPENDIX
    3. Chapter 14: The Effect of E-Business in B2B Relationships
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. RESEARCH METHODOLOGY
      5. SOLUTIONS AND RECOMMENDATIONS
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    4. Chapter 15: Electrotextiles
      1. ABSTRACT
      2. 1. INTRODUCTION
      3. 2. ELECTRO-TEXTILE STRUCTURE AND PRODUCTION METHODS
      4. 3. THE ELECTRO-TEXTILE CHALLENGES
      5. 4. MAKE ELECTRO-TEXTILES FABRIC
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
  12. Compilation of References
  13. About the Contributors