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| Author: | Harker, M. |
| Title: | The role of marketing in the company turnaround process |
| Journal: | Industrial Marketing Management
1998 : JUL, VOL. 27:4, p. 315-328 |
| Index terms: | MARKETING STRATEGY INDUSTRIAL MARKETING |
| Language: | eng |
| Abstract: | despite the importance of marketing orientation to company profile and performance as presented by marketing scholars, there is scant attention to the role and implementation of marketing in the company turnaround process in published studies. This article explores marketing's contribution to company turnaround through a study of ailing and rejuvenated companies in the mature engineering industry. The development and implementation of marketing strategies in successfully turned around and failed companies are compared. |
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