Now showing items 1-2 of 2

  • An exploration of marketing tactics for turbulent environments 

    Mason, Roger Bruce; Staude, Gavin (Emerald Group Publishing Limitedhttp://www.emeraldinsight.com/journals.htm?articleid=1775728, 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 (IFRDhttp://ifrnd.org/Research%20Papers/J6%284%292.pdf, 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 ...