An exploration of marketing tactics for turbulent environments

Industrial Management and Data Systems

Volumn 109, Issue 2, 2009, Pages 173-190

  Mason, Roger B ^a,b   Staude, Gavin ^c  

^a UNIVERSITY OF WOLVERHAMPTON   (United Kingdom)

^b DURBAN UNIVERSITY OF TECHNOLOGY   (South Africa)

^c RHODES UNIVERSITY   (South Africa)

Author keywords

Chaos theory; Complexity theory; Marketing mix; Marketing strategy

Indexed keywords

COMPLEXITY THEORY; DESIGN/METHODOLOGY/APPROACH; EXTERNAL ENVIRONMENTS; IN-DEPTH INTERVIEWS; IT INDUSTRY; MARKETING ACTIVITIES; MARKETING MIX; MARKETING STRATEGY; MULTIPLE-CASE STUDY; SMALL SAMPLES; TURBULENT ENVIRONMENTS;

CHAOS THEORY; COMPUTATIONAL COMPLEXITY; STRATEGIC PLANNING;

MARKETING;

EID: 67650705986     PISSN: 02635577     EISSN: None     Source Type: Journal    
DOI: 10.1108/02635570910930082     Document Type: Article

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