Turning adversity into advantage: Does proactive marketing during a recession pay off?

Keyphrases

• Firm Performance 100%
• Marketing Activity 50%
• Context Influence 50%
• Environmental Context 50%
• Organizational Context 50%
• Offensive 50%
• Business Performance 50%
• Slack Resources 50%
• Cutback 50%
• Aggressive Marketing 50%
• New Construct 50%
• Good Support 50%
• Perceived Opportunities 50%
• Differentiated Products 50%
• Targeted Communication 50%
• Marketing Executive 50%
• Entrepreneurial Culture 50%

Economics, Econometrics and Finance

• Marketing 100%
• Industry 7%
• Capacity Utilization 7%

Social Sciences

• Capacity Utilization 100%