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, ...
  • Word of mouth as a promotional tool for turbulent markets 

    Mason, Roger Bruce (Routledge, 2008)
    Word-of-mouth advertising involves activities to encourage consumers to talk about a product or company to friends and neighbours, setting in motion a chain of communication that could spread through a whole market. Each ...