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Jenny
Darroch's new book, Marketing
Through Turbulent Times, is a common sense, accessible book that examines the challenges of marketing in the current environment and provides a range of principles and tools (including
the Problems-Solutions
™
framework) for managers
who want to fine-tune their current marketing strategies while identifying innovative growth opportunities that will allow
them to lead their organization toward a robust future.
Table of Contents 1. Introduction
SECTION I: THE CONTEXT 2. The Consumers' Perspective 3. The Consumer Response: Combining Hopefulness with Hopelessness 4. Social Media: Giving a Voice Back to the People SECTION II: STAYING FOCUSED 5. Hope is Not Enough: Some Guiding Principles for Marketing through Turbulent Times 6. Marketing through Turbulent Times: Growth through Excellent Execution SECTION III: PUSHING THE BOUNDARIES 7. Pushing Product-Market Boundaries: What is a Market? 8. Pushing Product-Market Boundaries by Pursuing Growth Opportunities and Creating New Markets: The Problems-Solutions Framework SECTION IV: RISKS, BENEFITS AND OTHER THINGS 9. Generating Growth – The Risks 10. Generating Growth – The Benefits of Being First 11. Where do Ideas Come from and how to Manage Ideas from Within the Organization 12. Conclusions
Click here to view a Power Point Presentation highlighting the book Click here to view the full table of contents and Chapter 1 Click here to watch Jenny Darroch discuss marketing during a recession. |
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