Strategic Marketing in Fragile Economic Conditions

Strategic Marketing in Fragile Economic Conditions

Irene Samanta (Graduate Technological Education Institute of Piraeus, Greece)
Indexed In: PsycINFO®, SCOPUS
Release Date: June, 2014|Copyright: © 2014 |Pages: 300
ISBN13: 9781466662322|ISBN10: 1466662328|EISBN13: 9781466662339|DOI: 10.4018/978-1-4666-6232-2


In a time of economic downturn, effective marketing becomes increasingly difficult. In order to remain competitive and prosperous, organizations must strategically analyze their position in the market and implement new marketing plans.

Strategic Marketing in Fragile Economic Conditions provides relevant theoretical frameworks and the latest empirical research findings relating to consumer confidence, marketing strategies, and the influence of trust during a time of economic crisis. A timely and relevant scholarly resource, this publication is of use to business professionals, academicians, researchers, and graduate students aiming to stay abreast of the latest theories, research, and strategic models for business success during difficult economic times.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Economic Downturn
  • Global Economy
  • Market Performance
  • Organizational Development
  • Strategic Marketing
  • Trust Models
  • Value Creation in a Network Economy

Reviews and Testimonials

International contributors in business administration, tourism management, technology education, and management studies present theoretical frameworks and the latest empirical research findings on strategic marketing in unstable economic conditions. Chapters are in sections on relationship marketing, marketing strategy, and e-marketing. Some specific topics examined include trust deficit in the public sector, green buying behavior in Mumbai, the impact of marketing strategy in small family businesses, the role of brand management in emerging markets, e-marketing trends in India, and tourism promotion through the web. The book is for professionals and researchers working in information and knowledge management in various disciplines such as library, information science, management, education, and sociology.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

Search this Book:

Author(s)/Editor(s) Biography

Irene Samanta obtained a degree (BA) in Business Administration, MSc in International Marketing from University of Paisley (UK), and PhD from the University of the West of Scotland (UK). Her PhD research was on modelling the relationships in B2B firms under e-marketing practices. Her main research interests are in the areas of e-relationships, e-marketing, international marketing, and research methods. She is works as an Assistant Professor in the above fields in the Department of Business Administration of Graduate Technological Educational Institute of Piraeus (TEI). She is moderator in two modules in the MSc in International Business Management, and she has taught for six years in MSc in International Marketing of the University of the West of Scotland and in MSc program International MBA in Graduate Education Technological Institute of Piraeus. She has supervised a large number of MSc dissertations concentrated in the area of electronic relationships and social media. She is author or co-author of several papers in various scientific journals, books, conference proceedings, and several articles in economic journals. She is the co-author of three textbooks. She participates as an active member in academic associations, including the European Association of Operations Management, European Academy of Management, and the Hellenic Institution of Operational Research. In addition, she participates in professional associations, including the Industrial and Commercial Chamber of Piraeus and Commercial Association of Piraeus. She is a member of the editorial board of several journals and chapter books.