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Table of Contents
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Book Summary
Knowledge of the intricate
dynamics of marketing turnarounds is a fundamental requirement for
business survival and growth today. The intense desire to survive
in a slow market and find new avenues for growth has become a
pressing goal for companies. The objective of this book is to
enable the pursuit of this goal by providing a guide for managers on
various marketing approaches that can lead to growth and
profitability. The science of marketing turnarounds is based on an
accurate understanding of how consumers respond to their changing
environment. This book provides such an understanding by developing
a framework of the various approaches to successfully executing
marketing turnarounds. The framework and tools discussed not only
enable managers to combat sales and profitability downturns, but
also guide them in their aggressive pursuit of innovative ways to
further nurture their businesses in stable and growing markets.
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ISBN: 1-60844-097-4
$27.95
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