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Marketing Strategies and Tactics an a Period of Recession

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  • Avlonitis George J.

    (Athens University of Economics and Business, Athens, Greece)

Abstract

There is no doubt that a recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive.

Suggested Citation

  • Avlonitis George J., 2016. "Marketing Strategies and Tactics an a Period of Recession," Marketing of Scientific and Research Organizations, Sciendo, vol. 19(1), pages 21-32, March.
    • Handle: RePEc:vrs:mosaro:v:19:y:2016:i:1:p:21-32:n:5
    DOI: 10.14611/minib.19.01.2016.11
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    References listed on IDEAS

    as
    1. Guenzi, Paolo & Troilo, Gabriele, 2007. "The joint contribution of marketing and sales to the creation of superior customer value," Journal of Business Research, Elsevier, vol. 60(2), pages 98-107, February.
    2. Krohmer, Harley & Homburg, Christian & Workman, John P., 2002. "Should marketing be cross-functional? Conceptual development and international empirical evidence," Journal of Business Research, Elsevier, vol. 55(6), pages 451-465, June.
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