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Consumers, Businesses, and Governments During an Economic Crisis: A Marketing Perspective

Consumers, Businesses, and Governments During an Economic Crisis: A Marketing Perspective

Taner Sigindi
Copyright: © 2018 |Pages: 15
ISBN13: 9781522527169|ISBN10: 1522527168|EISBN13: 9781522527176
DOI: 10.4018/978-1-5225-2716-9.ch011
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MLA

Sigindi, Taner. "Consumers, Businesses, and Governments During an Economic Crisis: A Marketing Perspective." Managerial Strategies for Business Sustainability During Turbulent Times, edited by Ramona-Diana Leon, IGI Global, 2018, pp. 208-222. https://doi.org/10.4018/978-1-5225-2716-9.ch011

APA

Sigindi, T. (2018). Consumers, Businesses, and Governments During an Economic Crisis: A Marketing Perspective. In R. Leon (Ed.), Managerial Strategies for Business Sustainability During Turbulent Times (pp. 208-222). IGI Global. https://doi.org/10.4018/978-1-5225-2716-9.ch011

Chicago

Sigindi, Taner. "Consumers, Businesses, and Governments During an Economic Crisis: A Marketing Perspective." In Managerial Strategies for Business Sustainability During Turbulent Times, edited by Ramona-Diana Leon, 208-222. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-2716-9.ch011

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Abstract

The purpose of this chapter is to highlight how consumers are affected from a crisis and reveal a marketing perspective for businesses to struggle with economic crisis. From this point of view, marketing strategies and marketing mix revisions were discussed and government interventions affecting marketing strategies were also examined. Consumers' purchasing behaviors in crisis are affected from personal, cultural, environmental or financial factors. Segmentation and proactive marketing are the key elements for businesses in order to cope with the crisis. Government interventions during crisis can be classified into two groups, increasing the domestic demand and supporting the financial stability.

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