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Hope Is Not Enough: Some Guiding Principles for Marketing through Turbulent Times

In: Marketing Through Turbulent Times

Author

Listed:
  • Jenny Darroch

    (Peter F. Drucker and Masatoshi Ito Graduate School of Management)

Abstract

With President Obama and the Democrats in power, there is a move toward increased government intervention and regulation. In 1974, Webster (1974, p. 6) outlined a range of possible responses to threatened government regulation: 1. Deny everything. 2. Blame wrongdoing on small marginal firms in the industry. 3. Discredit the critics. 4. Hire a public relations man. 5. Attempt to defang the legislation through lobbying. 6. Launch a fact-finding committee to see if improvement is necessary. 7. Actually do something.

Suggested Citation

  • Jenny Darroch, 2010. "Hope Is Not Enough: Some Guiding Principles for Marketing through Turbulent Times," Palgrave Macmillan Books, in: Marketing Through Turbulent Times, chapter 0, pages 41-54, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-25118-2_5
    DOI: 10.1057/9780230251182_5
    as

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