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- W4249262017 abstract "Abstract With the downturn, firms can turn this economic crisis to their advantage by adopting a smarter understanding of its customers. Downturns afford companies opportunities to surge ahead of competition. When competitors are cutting back, firms should learn to invest selectively to make their brands more distinctive from competition and offer consumers a more compelling reason to buy." @default.
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- W4249262017 date "2015-01-21" @default.
- W4249262017 modified "2023-10-16" @default.
- W4249262017 title "Crisis Marketing" @default.
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- W4249262017 doi "https://doi.org/10.1002/9781118785317.weom090061" @default.
- W4249262017 hasPublicationYear "2015" @default.
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