Journal article
The Role of Marketing in the Company Turnaround Process
Industrial Marketing Management, Vol.27(4), pp.315-327
1998
Abstract
Despite the importance of marketing orientation to company profile and performance as presented by marketing scholars, there is scant attention to the role and implementation of marketing in the company turnaround process in published studies. This article explores marketing’s contribution to company turnaround through a study of ailing and rejuvenated companies in the mature engineering industry. The development and implementation of marketing strategies in successfully turned around and failed companies are compared. The role of marketing is broadened as new concepts are developed and explored.
Details
- Title
- The Role of Marketing in the Company Turnaround Process
- Authors
- Michael Harker (Author) - University of the Sunshine Coast
- Publication details
- Industrial Marketing Management, Vol.27(4), pp.315-327
- Publisher
- Elsevier Inc.
- DOI
- 10.1016/S0019-8501(97)00065-5
- ISSN
- 1873-2062
- Organisation Unit
- University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99523406702621
- Output Type
- Journal article
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