Marketing strategies and tactics in a period of recession

- Professor George J. Avlonitis

Recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive. Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before. Specific marketing activities have been proved to be beneficial to companies during a downturn. Below we analyze, ten marketing survival strategies and tactics.

prof. George J. Avlonitis, Athens University of Economics and Business, Greece – a Professor at the Department of Marketing and Communication and Deputy Chairman of the Academic Council of the Athens University of Economics and Business (AUEB). He is also Director of the Marketing Laboratory (The Athens Laboratory for Research in Marketing – A.LA.R.M.) and Scientific Coordinator of the Postgraduate Program “Marketing and Communication” for executives of the same Department. He has served as President of the European Marketing Academy (EMAC) for the biennium 2008-2010 and as Vice President from 1990 to 1993 and Chairman of the Global Sales Science Institute (GSSI) from2010 to 2012. He has presented various works in U.S.A., Canada, Australia, Asia and Europe and has published more than 180 articles in international conference proceedings and the most prestigious international scientific journals of Marketing including Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Product Innovation Management etc. He is also on the editorial board of six International Journals and has received several times Best Paper Awards. His scientific work has been recognized internationally, since it has been cited in more than 3.000 scientific articles published in the most prestigious scientific journals of marketing.

DOI: 10.14611/minib.19.01.2016.11

Contact: avlon(at)

MINIB, 2016, Vol. 19, Issue 1
Resize of Open_Access_logo_PLoS_white Available in Open Access.

Read on-line →
Downloads: 811
Pobrano: 811