DOWNTURN AND EMERGENCE OF NEW AGE MARKETING

Authors

  • Dr. Meetakshi Pant Assistant Professor, Department of Commerce, Shaheed Bhagat Singh College (M), University of Delhi, Delhi 110017, India

Keywords:

Recession, Social Marketing, Advertising, Brand, Marketing, Consumers

Abstract

The great recession gave tough times to marketers. Before that, Indian marketers had vibrant consumer markets highly reinforced by the credit market. Banks played a big role by providing with easy to pay loan facilities. This prompted the consumers to purchase in bulk.

In times of recession, marketers have to sell their products to the consumers who buy out of defense, to avoid trouble or because something will never be as cheap again or buy smaller items for the same sense of reward. This recession must have taught marketers survival tactics. These survival tactics are compiled in this study. During the recession, marketers’ initial step is to cut advertising costs. But this is one of the biggest mistakes that they make during tough times. It is the time when companies can make their brands more visible than their competitors. 

References

I. Haluk Köksal, M. and Özgül, E. (2007), "The relationship between marketing strategies and performance in an economic crisis", Marketing Intelligence & Planning, Vol. 25 No. 4, pp. 326-342.

II. Hampson, D. and J.McGoldrick, P. (2013), “A typology of adaptive shopping patterns in recession”, Journal of Business Research, Vol. 66, Issue 7, pp. 831-838.

Additional Files

Published

15-12-2015

How to Cite

Dr. Meetakshi Pant. (2015). DOWNTURN AND EMERGENCE OF NEW AGE MARKETING. International Education and Research Journal (IERJ), 1(5). Retrieved from http://ierj.in/journal/index.php/ierj/article/view/78