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| Author: | Bennett, R. |
| Title: | Modes of Response to Marketing Communications Failures in the Computer Services Industry |
| Journal: | British Journal of Management
2003 : JUN, VOL. 14:2, p. 155-172 |
| Index terms: | CHIEF EXECUTIVE OFFICERS COMPUTER SERVICES MARKETING COMMUNICATION |
| Language: | eng |
| Abstract: | Chief executives of 186 computer services companies participated in a survey designed to establish how firms in this sector were likely to respond to serious failures in their marketing communications programmes, and the factors affecting the mode of response. Businesses can react to a failure radically or conservatively. Radical responses might involve the dismissal of marketing managers, extensive reorganization of the marketing department and the implementation of radical changes in current programmes. Alternatively, a company could intensify the continuation of existing programmes; support, develop and mentor employees; and slightly modify rather than fundamentally alter its current marketing-communications activities. |
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