MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01852nam a22002657a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20210510122804.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
210510b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MSU |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
O'Malley, Lisa |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Marketing in a recession:retrench or invest? / |
| Statement of responsibility, etc. |
Lisa O'Malley, Vicky Story and Vicky O' Sullivan. |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Abingdon: |
| Name of producer, publisher, distributor, manufacturer |
Taylor and Francis |
| Date of production, publication, distribution, manufacture, or copyright notice |
2011- |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
Journal of Strategic Marketing |
| Volume/sequential designation |
Volume 19, number 3, |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
The world is emerging from a deep economic recession. Despite extensive research indicating that reducing marketing efforts exacerbates the negative effects of recession, many firms have retrenched spending in this area. This paper uses a modified meta-analysis to review and evaluate extant research on marketing spending during recessions. The findings confirm that marketing can be significantly more important to the firm during a recession than at any other time. The paper argues that marketing budgets are cut because of a short-term focus by top management and the absence of a market orientation. The evidence also confirms that firms who curtail their marketing expenditure are likely to jeopardise future sales and profits. Ultimately, recession offers a rare opportunity for proactive firms to improve their competitive advantage through increased marketing efforts, as long as these are well considered and carefully tailored. |
| 650 04 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Recession |
| General subdivision |
Marketing expenditure |
| 650 04 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Market orientation |
| General subdivision |
Advertising |
| 650 04 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Competitive advantage |
| General subdivision |
Meta- analysis |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Story, Vicky |
| Relator term |
author |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
O'Sullivan Vicky |
| Relator term |
author |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://doi.org/10.1080/0965254X.2011.581386 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |