Strategic Marketing in Fragile Economic Conditions 1st Edition by Irene Samanta ISBN 1466662328 9781466662322

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ISBN 10: 1466662328 
ISBN 13: 9781466662322
Author:  Irene Samanta

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.

Strategic Marketing in Fragile Economic Conditions 1st Table of contents:

Section 1: Relationship Marketing in Crisis

• Chapter [Number]: Relationship Marketing and Customer Loyalty during Economic Downturns

  • This section would likely include papers exploring how companies can maintain and build strong customer relationships, foster loyalty, and manage trust when consumers are financially strained. Examples might include:

    • “Loyalty in Crisis: Evidence from Greece” (Ilias P. Vlachos)

    • “Customers’ Satisfaction and Loyalty in the Economic Recession: The Case of a Greek Bank” (Irene Samanta)

• Chapter [Number]: The Evolution of Trust in [Specific Contexts]

  • Focus on how trust is built, maintained, or eroded during economic uncertainty, potentially across different industries or regions. Example:

    • “The Evolution of Trust in Japan: The Case of Vertical Keiretsu Groups” (Nabyla Daidj)

• Chapter [Number]: Trust Deficit in the Public Sector

  • Addressing issues of trust in government and public services during times of crisis. Example:

    • “Trust Deficit in Public Sector: Causes, Consequences and Strategies to Mitigate” (Dr. Vedantam Leela)

Section 2: Marketing Strategy and Organizational Adaptation

• Chapter [Number]: Sustainable Competitive Advantage in Turbulent Business Environments

  • Essays on how organizations can leverage their capabilities and resources to achieve a competitive edge despite economic volatility. Example:

    • “Sustainable Competitive Advantage in Turbulent Business Environments: Using Critical Organizational Capabilities & Resources to Manage Complexity” (Professor Yannis A. Pollalis)

• Chapter [Number]: Eco-Labels and Green Buying Behavior

  • Research into consumer behavior related to sustainable products and ethical consumption during economic hardship. Example:

    • “Eco-Labels and Green Buying Behavior: Exploring the Relationship Between Them in Mumbai City” (Professor Ritu Sinha)

• Chapter [Number]: Towards Leadership Marketing

  • Exploring new leadership approaches in marketing to navigate difficult conditions. Example:

    • “Towards Leadership Marketing: An Exploratory and Empirical Study” (Professor Wilson Ozuem)

• Chapter [Number]: The Impact of Marketing Strategy in Small Family Businesses

  • Specific challenges and strategies for smaller enterprises facing economic fragility. Example:

    • “The Impact of Marketing Strategy in Small Family Businesses” (Professor Anastasios Ntanos)

• Chapter [Number]: The Role of Brand Management in Emerging Markets

  • How branding strategies are affected and adapted in developing economies during crises. Example:

    • “The Role of Brand Management in Emerging Markets” (Kijpokin Kasemsap)

• Chapter [Number]: Antecedents of Word-of-Mouth Behavior

  • The importance of consumer advocacy and influence, particularly in times of uncertainty. Example:

    • “The Antecedents of Word-of-Mouth Behaviour: The Service Quality Perspective” (Ho Yin Wong)

• Chapter [Number]: Internal Marketing and Stakeholder Perspective

  • How internal communication and marketing to employees contribute to organizational resilience. Example:

    • “How is Internal Marketing Understood?: An Examination of Stakeholder Perspective” (Professor Wilson Ozuem)

Section 3: E-Marketing Trends and Digital Strategies

• Chapter [Number]: Growing E-Marketing Trends in [Specific Regions]

  • Analysis of digital marketing strategies and their effectiveness in various economic contexts. Example:

    • “Growing E-Marketing Trends in India” (Laxhminarayan Das)

• Chapter [Number]: The Effect of E-Business in B2B Relationships

  • How online platforms and digital interactions shape business-to-business relationships. Example:

    • “The Effect of E-Business in B2B Relationships” (Irene Samanta and Nondas Pitticas)

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Tags: Irene Samanta, Strategic, Marketing