Synopses & Reviews
Since the U.S. economy has been plagued recently by a deep and long recession, this unique book has a particularly important message. It takes the position that a proactive marketing strategy can protect the firm from the adverse impact of market turbulence. The author makes the case that the firm must revise its orientation toward being more marketing oriented, and then must develop a counterturbulence marketing strategy that is coined in this book as value marketing. Since turbulence in the American market is expected to intensify, it is expected that this book's contribution will be specific and significant. In order to implement a successful value marketing plan, the firm must be extremely sensitive to market changes and must be able to counteract these within a very short period of time. If the firm can detect changes early and can swiftly counteract these changes with a value marketing plan, then its chances to survive and prosper are enhanced.
After reviewing briefly the causes and nature of turbulence in U.S. markets, the author establishes the importance of marketing as a counterturbulence weapon. In fact, the book implies that success in the market place is dependent on the firM&Apos;s ability to manage itself against turbulence. The author posits that unless the firm takes the position that the customer is not only king but is everything, it will be impossible to survive constantly occurring and strengthening market turbulence. This position revision provides the firm with the opportunity to establish a proactive marketing program that is the blueprint for revising its product, price, and promotion strategies quickly and effectively. Furthermore, the value marketing plan thrives on value-added distribution and logistics processes. Adopting a counterturbulence marketing strategy begins with an attitude change on the part of the firM&Apos;s executives. These executives must run the firm not by a bottom line but for a bottom line. This orientation change is primarily facilitated by opportunity budgeting. Ideal as supplemental reading in advanced marketing classes, this book will make an important impact on the thinking and orientation of business decision makers.
Synopsis
Samli maintains that proactive or "value" marketing must be utilized to counteract the economic turbulence of our times.
Synopsis
Samli deals with a timely and important topic. It is maintained that proactive marketing, which is coined in the book as "value marketing," must be utilized to counteract the economic turbulence of our times. The firm must be able to develop a distribution system that is geared to adding value. Its promotional activity must be flexible and counter-recessionary. It must have a way of generating products that are truly suited to customer needs, and it must price to reach as many customers as possible. An ongoing marketing process that must be constantly changing and improving is the necessary ingredient in the firm's efforts to counteract turbulence.
Description
Includes bibliographical references (p. [171]-173) and index.
About the Author
A. COSKUN SAMLI is a Research Professor of Marketing and International Business at the University of North Florida in Jacksonville.
Table of Contents
Preface
Introduction
Turbulent Times and Turbulent Markets
The Key Features of Turbulence Impacting the Business Environment
Too Much Bottom-Lining and Too Little Market Orientation
The Modern Business Firm and Its Concerns
Early Diagnosis of Marketing Problems to Facilitate Proactive Marketing Action
Product Decisions in Turbulent Markets
Pricing Decisions in Volatile Markets
Promotional Decisions in Market Turbulence
Customer Loyalty and Total Quality Management in Turbulent Times
Logistics in Turbulent Markets
How Do the Targets Change?
Value Marketing and Turbulence
Epilogue
Selected Bibliography