...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Research journal of applied science, engineering and technology >The Survey of Proactive Marketing Strategies Impacts on Business Performance during Recession; Study of Active Iranian Companies in Abbasabad Industrial Park
【24h】

The Survey of Proactive Marketing Strategies Impacts on Business Performance during Recession; Study of Active Iranian Companies in Abbasabad Industrial Park

机译：经济衰退期间主动营销策略对业务绩效影响的调查；对阿巴斯巴德工业园区中活跃的伊朗公司的研究

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The performance of businesses and organizations and even their survival can be severely affected by recessions. However, all firms are not equally affected by a recession. In fact, some firms even experience better conditions in markets during recessions. Past studies and investigations about marketing in economic turbulent times and especially in proactive marketing suggest that some firms view a recession as an opportunity and develop an aggressive marketing reaction, while others cut back, waiting for the recession to pass. We use the term proactive marketing, to represent the strategic reaction of companies to a recession, or more generally, to a turbulent environment. We show that proactive marketing is an important factor for a company to view and react to recessions. Specifically, we develop and test a model of the antecedents and consequences of proactive marketing during a recession. The results of a survey of 45 senior marketing executives in Abbasabad Industrial Park in Iran reveal that some companies do accept and execute proactive marketing during recessions. Our results indicate that if companies have a strategic emphasis on marketing, embody an entrepreneurial culture, possess slack resources, they will more likely to have a proactive marketing reaction during turbulent times especially recessions. Also, results show that proactive marketing plays a significant role in improving both market and business performance during the recession. The implications of our results can be discussed for both marketing theory and managerial practice.
机译：经济衰退会严重影响企业和组织的业绩，甚至影响其生存。但是，并非所有公司都同样受到衰退的影响。实际上，一些公司甚至在衰退期间在市场中遇到了更好的状况。过去在经济动荡时期，特别是在主动营销中，有关营销的研究和调查表明，一些公司将衰退视为机遇并发展出积极的营销反应，而另一些公司则削减以等待衰退过去。我们使用主动营销这一术语来表示公司对经济衰退或更广泛地说对动荡环境的战略反应。我们表明，主动营销是公司查看衰退并应对衰退的重要因素。具体来说，我们开发并测试了经济衰退期间主动行销的前因和后果模型。对伊朗阿巴斯巴德工业园区45位高级营销主管的调查结果显示，一些公司确实在经济衰退期间接受并执行主动营销。我们的结果表明，如果公司在营销方面具有战略重点，体现出一种企业家文化，拥有稀缺的资源，那么在动荡时期尤其是经济衰退期间，他们更有可能做出积极的营销反应。此外，结果表明，在经济衰退期间，主动营销在改善市场和业务绩效方面都起着重要作用。我们的结果的含义可以讨论市场营销理论和管理实践。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号