THE ROLE OF MARKETING IN THE COMPANY TURNAROUND PROCESS

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