Please use this identifier to cite or link to this item: http://hdl.handle.net/11189/6599
Title: Marketing mix strategy adaptation: a retail organization’s response to the global economic downturn.
Authors: Khan, Shireen 
Steenkamp, Pieter 
Haydam Norbert 
Keywords: Marketing programme;economic downturn;global market adaption strategy
Issue Date: 2012
Publisher: Lupcon Center for Business Research
Source: Steenkamp,P; Khan, S and Haydam, N. 2012. Marketing mix strategy adaptation: a retail organization’s response to the global economic downturn. Journal of Applied Research in Business and Economics.1(1): 35-56
Journal: Journal of Applied Research in Business and Economics 
Series/Report no.: 2193-5181;
Abstract: The purpose of this research article was to offer recommendations to retailers concerning how to adapt their marketing programme (marketing mix strategies) to changing consumer behaviour during an economic downturn. This study used a qualitative research strategy and gathered empirical data and information from both in-depth face-to-face interviews and document analysis of a high-end retailer in South Africa. In this regard, six participants who are members of the marketing department of the retailer were interviewed. The article reported on a value strategy as a possible marketing mix strategy adaptation for comparable retailers to deal with an economic downturn.
Description: Article
URI: http://hdl.handle.net/11189/6599
Appears in Collections:BUS - Journal Articles (DHET subsidised)

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