کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017584 940307 2014 5 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The impact of economic downturns on marketing
ترجمه فارسی عنوان
تاثیر رکود اقتصادی بر بازاریابی چیست؟
کلمات کلیدی
بازار یابی، رکود، بحران مالی جهانی، هزینه های بازاریابی
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

The Great Recession of 2008–2010 affected the global and U.S. economies and its companies more universally than any economic downturn since the Great Depression. This study explores how the Great Recession influenced the marketing decisions of firms and the resulting long-term effects on marketing within business-to-business companies. Empirical evidence from previous recessions suggests that companies should focus on their customers and increase their marketing efforts during a recession. However, many companies typically slash their marketing budgets during economic downturns. Authors found that during the Great Recession, companies reacted differently than in previous recessions with their marketing responses. Authors conclude their analysis by proposing that the Great Recession will have three long-term effects on marketing in business-to-business companies.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 67, Issue 1, January 2014, Pages 2727–2731
نویسندگان
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