THE ROLE OF MARKETING IN THE COMPANY TURNAROUND PROCESS
Date
2011-10-07
Authors
Kubheka, Makhosazana
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
With the liberalisation of the South African economy, a number firms experienced tough times. Subsequently, management had to learn to lead companies through these tough times to avoid imminent failure. A number of studies have been done on market driven organisations and customer orientation in the normal day-to-day functioning of companies. This paper looks at role of marketing and customer orientation during the tough times, with a view of providing management with insights on how to apply marketing during the turnaround process
Description
MBA thesis - WBS
Keywords
Marketing, Company turnaround