Marketing in Crises: Its Nature and Perspectives for Managers

Schellinger, Jochen; Tokarski, Kim Oliver (2016). Marketing in Crises: Its Nature and Perspectives for Managers In: Machado, Carolina; Davim, J. Paulo (eds.) MBA: Theory and Application of Business and Management Principles. Management and Industrial Engineering (pp. 3-36). Heidelberg: Springer

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Corporate crises are recurring events in the evolution of almost any company. They are a regular part of a company’s development, and it is part of any manager’s job to deal with them. Against this background, this chapter explores a contingent approach to crisis-specific management of various marketing policies. The basic assumption is that situational, contingent properties of crises (should) determine the structure and behaviour of marketing management. Thus, managers should aim to achieve a specific “crisis-marketing fit” which involves the subfields of strategic marketing, and a set of typical responses for product, sales, pricing and communication policy.

Item Type:

Book Section (Further Contribution)

Division/Institute:

Business School

Name:

Schellinger, Jochen;
Tokarski, Kim Oliver;
Machado, Carolina and
Davim, J. Paulo

ISBN:

978-3-319-28281-7

Series:

Management and Industrial Engineering

Publisher:

Springer

Language:

English

Submitter:

Admin import user

Date Deposited:

09 Aug 2019 11:38

Last Modified:

09 Aug 2019 11:38

ARBOR DOI:

10.24451/arbor.6347

URI:

https://arbor.bfh.ch/id/eprint/6347

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