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- W1496392483 abstract "Given that a business management consultancy plays an important role in helping organizations deal with change in the economic downturn, the objective of the paper is to identify what consulting firms suggest organizations should do in response to the current recessionary pressures, and how they see the role of marketing activities within the proposed spectrum. So far, at least some researchers have advised not to cut back on marketing activities when economic conditions become tightened. Yet, there is evidence that practitioners do not share widely this opinion and engage in other activities which are seen by them as more effective. Thus, it is our contention that marketing may play a less important role within organizations than it is assumed by the academic world, unless top managers change their attitudes towards marketing under the influence of consulting companies. The identification of consulting firms’ prescriptions for success in economic downturn sheds light upon the possibility of such a change. The arguments and conclusions presented in the paper improve understanding of the real role marketing can play within organizations in the down times. The analysis is based on a current material published by consulting companies and research on business reactions to the crisis of 2008." @default.
- W1496392483 created "2016-06-24" @default.
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- W1496392483 date "2010-03-30" @default.
- W1496392483 modified "2023-09-23" @default.
- W1496392483 title "Insight into Consulting Companies’ Prescriptions for Success in the Economic Downturn: A Marketing Perspective" @default.
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