استراتژی‌های بازاریابی و فروش مناسب در دوران رکود اقتصادی (مطالعه موردی: صنعت کالاهای تندمصرف)

براهویی، شهباز؛ عیدانی، ژیلا (1392). بازاریابی در شرایط رکود اقتصادی. شبکه اطلاع‎رسانی روابط عمومی ایران (شارا). 17 بهمن 1392. قابل دسترس از طریق:http://marketingarticles.ir

حسینی، سید محمود؛ نکویی زاده، مریم؛ مخزنی مقدم، مریم (۱۳۹۰). تجزیه وتحلیل استراتژی بازاریابی شرکت‌های خدماتی در دوران رکود. چشم‎انداز مدیریت بازرگانی، 39(6)، ۱۳۹-۱۱۷.

دانایی فرد، حسن؛ الوانی، سید مهدی؛ آذر، عادل (1383). روش‌شناسی پژوهش کیفی در مدیریت: رویکردی جامع. تهران: نشر صفار.

دهدشتی شاهرخ، زهره؛ پورحسینی، امیرحسین (1392). ارائه الگوی تأثیر استراتژی فروش و بازاریابی بر عملکرد فروش. فصلنامه مدیریت بازرگانی، 5 (1)، 61- 84.

روستا، احمد (۱۳۹۰). بازاریابی در شرایط بحران. مقاله الکترونیکی. قابل دسترس از طریق آدرس زیر:

 http://drroosta.com/article/item/129-2013-10-02-07-52-11

سید‌هاشمی، محمدرضا؛ ممدوحی، امیررضا (1389). تحلیل خوشه‌ای موانع اجرای استراتژی‌های بازاریابی در صنعت خودروسازی (مطالعه موردی: شرکت ایران خودرو). مدیریت بازرگانی، 2(6)، 165- 186.

صمدی، سعید؛ جلایی، سید عبدالمجید (۱۳۸۳). تحلیل ادوار تجاری در اقتصاد ایران. تحقیقات اقتصادی، (66)، 139- ۱۵۳.

کریمی علویجه، محمدرضا؛ شیبانی، ایاز (۱۳۹۳). بررسی استراتژی‎های شرکت‎های صنعتی در دوران رکود اقتصادی. قابل دسترس از طریق: http://marketingarticles.ir/index.php?do=search

References

Aaker, D. A. (2008). Strategic market management. Hoboken, NJ: Wiley.

Ahmed, M. U., Kristal, M. M. & Pagell, M. (2014). Impact of operational and marketing capabilities on firm performance: Evidence from economic growth and downturns. International Journal of Production Economics, 154, 59-71.

Ang, S. H., Leong, S. M. & Kotler, P. (2000). The Asian apocalypse: crisis marketing for consumers and businesses. Long Range Planning, 33 (1), 97-119.

Barwise, P. & Styler, A. (2002). Marketing expenditure trends. UK7 London business school/ Havas marketing report.

 Brahui, Sh., Eidani, J. (2013). Marketing in a recession. Electronic essay on the TMBA site. available at: http://marketingarticles.ir. (in Persian)

Bridson, R. (2009). 40 Tips to Survive a Recession, Recession Marketing Strategy. Available at: http://www.spokanehowsbusiness.com/jobarticles/111501.html./ [4/20/2009]

Braun, V. & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.

Connoly, J. (2009). Marketing Lesson from past Recession, Recession Marketing for Small Business. available at: http://www.lohad.com/?p=2071/[5/10/2009].

Danaee Fard, H., Alvani, S. M., Azar, Adel. (2004). Methodology of qualitative research in management: Comprehensive approach. Tehran: Saffar Publishing. (in Persian)

Dehdashti Shahrokh, Z., Pourhosseini, A. H. (2013). Performance Implications of Sales & Marketing Strategy. Journal of Business Management, 5(1), 61-84. (in Persian)

Ferrell, O.C. & Hartline, M. D. (2002). Marketing Strategy. 4th Edition. United States of America, Thomson South-Western.

Fifield, Paul (2007). Marketing Strategy. Butterworth-Heinemann, Oxford.

Gulati, R., Nohria, N., & Wohlgezogen, F. (2010). Roaring out of recession. Harvard Business Review, 88(3), 62-69.

Hall, W. K. (1980). Survival Strategies in a Hostile Environment. Harvard Business Review, 75-85.

Hamermesh, R. G. & Silk, S. B. (1979). How to compete in stagnant industries. Harvard Business Review, 161-168.

Hoseini, S. M., Nekooizadeh, M., Makhzani Moghaddam, M. (2011). Analysis of the marketing strategy of service companies during the recession. Business Management Perspective, 39 (6), 139-117. (in Persian)

Karimi Alavijeh, M.R., Sheybani, A. (2014). Review of the strategies of industrial companies during the recession. Available at: http://marketingarticles.ir. (in Persian)

Köksal, M. H. & Özgül, E. (2007). The relationship between marketing strategies and performance in an economic crisis. Marketing Intelligence & Planning, 25(4), 326-342.

Kotler, P. & Armstrong, G. (2012). Principles of marketing. London, Pearson education.

Kotler, P. & Caslione, J. A. (2009). How marketers can respond to recession and turbulence. Journal of Customer Behaviour, 8(2), 187-191.

Laitinen, E. K. (2000). Long-term success of adaptation strategies: evidence from Finnish companies. Long Range Planning, 33(6), 805-830.

Latham, S. & Braun, M. (2005). Economic Recessions, Strategy and Performance: A Pay Off? International Journal of Research in Marketing, 22, 109-125.

Mattsson, L. G. (2009). Market orientation and resource adjustments during economic recession  a business network perspective. Journal of Customer Behavior, 8(2), 153–162.

Moorman, C. (2011). CMO Survey-Integrating Social Media-Is your company using social media strategically? Marketing Management, 20 (4), 16-17.

Naidoo, V. (2010). Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial Marketing Management, 39(8), 1311-1320.

Nickell, D., Rollins, M. & Hellman, K. (2013). How to Not Only Survive But Thrive During Recession: A Multi-wave, Discovery-oriented Study. Journal of Business & Industrial Marketing, 28(5), 455-461.

Pearce II, J. A. & Michael, S. C. (2006). Strategies to prevent economic recessions from causing business failure. Business Horizons, 49(3), 201-209.

Picard, R. G. (2001). Effects of recessions on advertising expenditures: An exploratory study of economic downturn in nine developed countries. Journal of Media Economics, 14(1), 1–14.

Piercy, N. F., Cravens, D. W. & Lane, N. (2010). Thinking strategically about pricing decisions. Journal of Business Strategy, 31(5), 38-48.

Quelch, J. & Jocz, K. E. (2009). How to market in a downturn. Harvard Business Review, 87(4), 52-62.

Raggio, R. D. & Leone, R. P. (2009). Drivers of brand value, estimation of brand value in practice and use of brand valuation: Introduction to the special issue. Journal of Brand Management, 17(1), 1–5.

Roberts, K. (2003). What strategic investment should you make during a recession to gain competition. Strategy & Leadership, 31(4), 31-39.

Rollins, M., Nickell, D. & Ennis, J. (2014). The impact of economic downturns on marketing. Journal of Business Research, 67(1), 2727- 2731.

Roosta, A. (2011). Marketing in crisis situations. Electronic essay. Available at: http://drroosta.com. (in Persian)

Roth, M. (2009). The rental equipment 100 slows down, Recession Marketing Strategy. Available at: http://rermag.com/businessTechnology/businessinfo_analysis,/[5/30/2009].

Samadi, S., Jalaie, S. A. M. (2004). Business cycle Analysis in Iranian Economy. Economic Research, (66), 139-153. (in Persian)

Seyed Hashemi, M.R., Mamdouhi, A. R. (2010). Cluster analysis of barriers to implementing marketing strategies in the automotive industry (Case study: Iran Khodro Co.). Journal of Business Management, 2 (6), 165-186. (in Persian)

Shama, A. (1987). Management and Consumers in an era of Stagflation. Journal of Marketing, 42(3), 43-52.

Srinivasan, R. & Lilien, G. L. (2009). R&D, advertising and firm performance in recessions. ISBM Report 3, 2009. Available at: http://isbm.smeal.psu.edu/researcher/isbm-research-database.

Srinivasan, R., Rangaswamy, A. & Lilien, G. L. (2005). Turning adversity into advantage: does proactive marketing during a recession pay off? International Journal of Research in Marketing, 22(2), 109-125.

Subhash, J. (2000). Marketing planning & strategy. Cincinnati, South-Western Pub.

Zehir, C., & Savi, F. Z. (2004). A field research about implications of organizational downsizing on employees working for Turkish public banks. Journal of American Academy of Business, 5)1/2(, 343-349.

Zook, C. & Rigby, D. (2001). How to Think Strategically in a Recession. Harvard Management Update, 6(11), 8-9.