Now showing items 1-2 of 2

  • An exploration of marketing tactics for turbulent environments 

    Mason, Roger Bruce; Staude, Gavin (Emerald Group Publishing Limited, 2009)
    The purpose of this paper is to propose that the choice of marketing tactics is influenced by the company's external environment. It aims to illustrate the marketing tactics suggested for a complex, turbulent environment, ...
  • Marketing communications and environmental turbulence : a complexity theory view 

    Mason, Roger Bruce (IFRD, 2014-04)
    This paper investigates how the choice of different marketing communications activities is influenced by the nature of the company’s external environment, when viewing the environment through a complexity theory lens. A ...